Google May Be Working on Its Own, Less Stringent Version of Apple's Anti-Tracking Feature for Android

Apple recently introduced its App Tracking Transparency feature which is set to release with iOS 14.5. A recent Bloomberg report has said that Google is exploring an alternative to Apple’s App Tracking Transparency feature in an effort to limit data collection and cross-app tracking on Android. The Bloomberg report says that Google’s version would be “less stringent” than that of Apple’s. “To keep advertisers happy while improving privacy, the discussions around Google’s Android solution indicate that it could be similar to its planned Chrome web browser changes,” the report said. Apple’s App Tracking Transparency feature has come under fire from companies who claim that the new policies will harm small businesses.