The Hawks return to winning ways

Google, following the example of Apple, has announced that it wants to build a new advertising targeting system on phones and tablets running Android, limiting the sharing of information between applications.

The objective for the web giant is to find a balance between the growing demand for confidentiality demanded by users and regulators, and the need to preserve an economic model allowing advertisers to target their advertisements, bringing in billions of dollars.

The company wants to take its time and already warns that it will take several years.

On its blog on Wednesday, Google recalls that if 90% of the applications offered on its Google Play platform are free, it is largely thanks to advertisements.

The social network Facebook, for example, uses sophisticated tools to study the behavior of members of its network on the Internet and then suggest that advertisers specifically target the people most likely to be interested in their advertisements.

But “the industry must continue to evolve the way digital advertising works to improve user privacy,” says Google.

Apple has already embarked on this path for all devices running its iOS system, forcing mobile application publishers to ask their users if they want to be tracked once they exit the application.

This change was justified by the respect of data confidentiality. But it does not prevent the company itself from collecting information, and is clearly to the detriment of companies like Facebook or Google which can no longer offer advertisements as targeted as before.

Meta, Facebook’s parent company, already estimates the new rule will cost it $10 billion in lost revenue this year.


For its new system, Google claims to want to improve respect for the privacy of users “without jeopardizing free access to content and services”.

“Other platforms have taken a different approach to ad privacy, sharply limiting the technologies used by developers and advertisers,” Google points out on its blog.

But this approach “is not effective” and “can lead to an even worse situation for user privacy and developer business,” the company said.

The group says it wants to work with developers and regulators and says it will continue to offer the advertising tools currently on its platform “for at least two years”, the time to design, build and test the new tools. He promises to regularly share the progress of his work.

Google wants to find solutions to limit the sharing of data with third parties and to eliminate tools allowing users to be identified when they move from one application to another.

The company also says it wants to “explore technologies that reduce the possibility of secretly collecting data”.

The web giant had already announced at the beginning of 2020 that it wanted, within two years, to eliminate “cookies” from websites from its browser, these small electronic identification modules which follow Internet users on the web to better target advertising.

But the group had to curb its ambitions a little, especially in the face of the reluctance of the British competition authority, which feared that Google would take an even greater stranglehold on the advertising market.

This article has been published automatically. Sources: ats / awp / afp

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The Hawks return to winning ways