Google is weighing an anti-tracking feature for Android, following Apple’s lead



Illustration by Alex Castro / The Verge

Google is considering developing an Android alternative to Apple’s upcoming App Tracking Transparency, a new planned opt-in requirement the iPhone maker will impose on developers that demands they ask for permission to track iOS users across apps and websites. The news, first reported on Thursday by Bloomberg, underscores the increasing pressure on large tech companies, many spurred on by Apple, to take more proactive measures to better protect user privacy.

Google won’t say whether it is indeed working on an anti-tracking privacy measure for Android. But in a statement, a Google spokesperson tells The Verge, “We’re always looking for ways to work with developers to raise the bar on privacy while enabling a healthy, ad-supported app…

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