It seems that Google is working on a feature for Android that allows users to indicate that they do not want to be tracked by ad platforms. The same kind of functionality is rolling out to Apple with the release of iOS 14.5 from. Users must then give advertisers permission before they can be followed. That feature is called Anti Tracking Transparency.
Do-not-track for Android
That reports Bloomberg Thursday evening. Google does not want to confirm the plans for the functionality for the time being, but it does say in a response to a healthy ecosystem for apps that are supported by advertisements.
With App Tracking Transparency from Apple, you can tell app developers that you prefer not to be tracked. Developers will soon be obliged to ask for your preference. If you do not want to be followed, a developer cannot do anything about it. Apple will then block access to the so-called Identifier for Advertisers code, abbreviated to IDFA.
With that code, users can be followed from app to website and vice versa, while you are served personalized advertisements in the meantime. Advertisers can also always check how effective their advertisements are and whether someone buys something after they have clicked on something, for example.
Google and Facebook
Should a developer fail to comply with the new rules, they may be denied access to the App Store. Both Facebook and Google have already expressed their concerns. Both companies are terribly afraid of what this will do to their business model: the business model of the advertising market.
Bloomberg writes that the do-not-track feature on Android should be less fierce compared to the iOS implementation. Google will probably focus more on ads that are extremely annoying or use tracking methods that are actually unacceptable. There is a small chance that an opt-out system will be introduced, so you can indicate that you do not want to be followed.