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Google Explores Alternative to Apple’s New Anti-Tracking Feature

Google is exploring an alternative to Apple Inc.’s new anti-tracking feature, the latest sign that the internet industry is slowly embracing user privacy, according to people with knowledge of the matter.

Internally, the search giant is discussing how it can limit data collection and cross-app tracking on the Android operating system in a way that is less stringent than Apple’s solution, said the people, who asked not to be identified discussing private plans.

Google is trying to balance the rising demands of privacy-conscious consumers with the financial needs of developers and advertisers. The Alphabet Inc. unit is seeking input from these stakeholders, similar to how it’s slowly developing a new privacy standard for web browsing called the Privacy Sandbox.

Source: Google Explores Alternative to Apple’s New Anti-Tracking Feature – Bloomberg

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