As smart as humans are known to be, they remain far from being perfect. This imperfection on our part shows up time and again in various different forms. Now, such a dynamic can look pretty harmless on the outside, but if we dig a little deeper, we can see how it leaves hugely detrimental effects on a personal, as well the societal level. To contextualize the said statement through an example, we only have to look at technology. You’d think that a creation like technology would help us in masking the said flaws, and in all honesty, it has done so to a larger degree, except we must unpack one notable caveat here. You see, by introducing an expansive digital realm, technology has also given our shortcomings more room to appear in some unique and complex disguises. One of these disguises talk to the Big Tech company’s failure in terms of protecting individual data, therefore attracting serious scrutiny from the regulators. The said scrutiny has now triggered a major change in Google’s camp.
Google is formally planning to conceive a new privacy policy, which will remove the existing framework of tracking users across apps on Android devices. Reported as a multi-year project, the company’s latest foray will inspire it to significantly limit the role of third-parties and the overall data they can collect. To make it happen, Google will run the necessary procedures without any natural identifiers. Furthermore, it hopes to explore technologies that are specifically designed to enhance users’ knowhow regarding when their data is being picked up. The idea behind doing so is, of course, centered upon giving them the rightful control over their personal information. Assuming Google really goes ahead with this plan, it will be a blow of epic proportions for the advertising industry. Companies like Facebook, Snapchat, and  Instagram are still reeling from Apple implementing similar privacy changes, so if Google also ends up caving in under regulatory pressure, the current advertising landscape will become unsalvageable.
Nevertheless, Google did offer some reassurances in the said regard. The company’s official announcement indicates an approach that will be more accommodating than what Apple has managed to deliver. Instead of imposing modifications on an active structure, Google has expressed the desire to collaborate with developers for putting-forth a brand new system.
“We believe that — without first providing a privacy-preserving alternative path — such approaches can be ineffective and lead to worse outcomes for user privacy and developer businesses,” Anthony Chavez, vice president of product management for Android security and privacy