Apple has manifested itself as the biggest proponent of privacy in this age of targeted advertising. It allowed the users of both iOS and macOS devices to choose the amount of information (location, browsing history, etc) that they want to share with the programs and applications on their devices. In 2020 Apple announced that it will give an option to its users to opt-out of the ad tracking by essentially turning off their Apple’s IDFA id (Identifiers for Advertisers) on the application bases. It means if users do not want Facebook to access their data they could easily block it. Talking of Facebook, the social media giant is actually one of the biggest rivals of the change. It is of the opinion that these may hurt the small businesses. The feature will be available in the upcoming iOS 14.5 update.
Now, according to a report from Bloomberg, Google may also be considering its alternative to the anti-tracking feature proposed by Apple. It is still at an early stage of developing such a feature on Android. Limiting access to user data is a conflict of interest for Google since it is primarily an advertising company. However, it does not stop the company to think about implementing such a feature to support the privacy of its customers. Google would not want to go all-out on limiting data collection for advertising, it will probably balance its interests and user’s privacy.
Google is already working on a more privacy supporting alternative to third-party cookies on Google Chrome called Privacy Sandbox. It is based on the Floc training technique that relies on a network of decentralized devices to train the algorithm. It will allow Google and other targeted advertising companies to target interested groups rather than individuals.