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Google will answer Apple by making it harder to track Android users across apps
August 14, 2025
In 2020, Apple made a huge announcement: it would give users the option to opt out of all ad tracking on their iPhones. Users could make their iPhones much more private with a simple tap.
That announcement caused a firestorm for advertisers and companies that make billions off ads, such as Facebook. It also leftGooglein a tight spot, as it simultaneously owns Android — Apple’s main mobile competitor — and makes most of its money from ads. Now, we know what Google plans to do as far as Android ad tracking is concerned.
Related:Is selling your privacy for a cheaper phone really a good idea?
As first reported byFinancial Times, Google plans to make it more difficult for advertisers to follow Android users. If an advertiser tries to track someone who’s opted out of tracking, they’ll see a meaningless string of zeroes.Financial Timesfound out this info from developers, whom Google had notified of the upcoming changes. Later, Google confirmed the information toEngadget.
To be clear, you may already change your unique ad ID and opt-out of ad personalization (just go toSettings > Google > Adson your phone). However, advertisers have figured out ways around these restrictions. These new alterations to Android ad tracking policies should prevent workarounds.
Obviously, this is not as simple and direct as Apple’s one-tap nuclear solution. However, it’s another move in the right direction.
These new changes will start withAndroid 12devices this year. In early 2022, all Android devices with access to theGoogle Play Storewill gain the capability.
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