Google headquarters in Mountain View (illustration).


Yichuan Cao / Sipa USA / SIPA

Google is considering ways to limit the collection of personal data from users of Android mobile applications.

The digital giant is also considering the implementation of a device designed to prevent the tracking of Internet users from one program to another.

This would perform the same functions as App Tracking Transparency, a tool developed by Apple,




The Apple brand will integrate with iOS 14.5, its next update for iPhone and iPad, this anti-screening solution protecting personal information.

A less strict system

Google pursues the same goal and is likely to be inspired by the approach of its competitor.

However, the company is keen to develop a less strict alternative system.

She intends to reassure her clients concerned about their privacy, but not only.

Google also wants to take into account the needs of its advertisers.

They rely in particular on the data collected via apps to be able to effectively target the recipients of their campaigns.

The sale of digital advertising space brings Alphabet 100 billion dollars (approximately 83 billion euros) each year.

Find balance

The Mountain View company therefore has no interest in making it more difficult to target and measure the marketing performance of these advertisers.

Google has also consulted some of them during the development of its future tools for protecting personal data.

The company actually wants to find the right balance.

“We are always looking for ways to work with developers to raise the bar on privacy,” said a spokesperson.

The representative nevertheless clarified that Google's other priority was to "provide a healthy ecosystem based on advertising".

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