arrow Products
Glide CMS image Glide CMS image
Glide CMS arrow
The powerful intuitive headless CMS for busy content and editorial teams, bursting with features and sector insight. MACH architecture gives you business freedom.
Glide Go image Glide Go image
Glide Go arrow
Enterprise power at start-up speed. Glide Go is a pre-configured deployment of Glide CMS with hosting and front-end problems solved.
Glide Nexa image Glide Nexa image
Glide Nexa arrow
Audience authentication, entitlements, and preference management in one system designed for publishers and content businesses.
For your sector arrow arrow
Media & Entertainment
arrow arrow
Built for any content to thrive, whomever it's for. Get content out faster and do more with it.
Sports & Gaming
arrow arrow
Bring fans closer to their passions and deliver unrivalled audience experiences wherever they are.
Publishing
arrow arrow
Tailored to the unique needs of publishing so you can fully focus on audiences and content success.
For your role arrow arrow
Technology
arrow arrow
Unlock resources and budget with low-code & no-code solutions to do so much more.
Editorial & Content
arrow arrow
Make content of higher quality quicker, and target it with pinpoint accuracy at the right audiences.
Developers
arrow arrow
MACH architecture lets you kickstart development, leveraging vast native functionality and top-tier support.
Commercial & Marketing
arrow arrow
Speedrun ideas into products, accelerate ROI, convert interest, and own the conversation.
Technology Partners arrow
AWS image
AWS
arrow arrow
Vercel image
Vercel
arrow arrow
Pugpig image
Pugpig
arrow arrow
Poool image
Poool
arrow arrow
Solution Partners arrow
Code Store image
Code Store
arrow arrow
The App Lab image
The App Lab
arrow arrow
Polemic Digital image
Polemic Digital
arrow arrow
Made by Many image
Made by Many
arrow arrow
Industry Insights arrow arrow
News
arrow arrow
News from inside our world, about Glide Publishing Platform, our customers, and other cool things.
Comment
arrow arrow
Insight and comment about the things which make content and publishing better - or sometimes worse.
Newsletter
arrow arrow
The Content Aware weekly newsletter, with news and comment every Thursday.
Knowledge arrow arrow
Customer Support
arrow arrow
Learn more about the unrivalled customer support from the team at Glide.
Documentation
arrow arrow
User Guides and Technical Documentation for Glide Publishing Platform headless CMS, Glide Go, and Glide Nexa.
Developer Experience
arrow arrow
Learn more about using Glide headless CMS, Glide Go, and Glide Nexa identity management.

Google plans to curtail cross app tracking on Android smartphones

Following from Apple's lead, Google has revealed it also plans to place greater control on protecting users' smartphone privacy, but it hasn't revealed just how it will do it

by Rob Corbidge
Published: 12:31, 17 February 2022

Rob Corbidge is Head of Content Intelligence at Glide Publishing Platform, applying the latest knowledge about advances and ideas in the publishing industry to our own product and helping clients get the most from their content.

Android logo

Google has announced it will introduce new privacy restrictions to limit tracking across apps on Android smartphones, in a move that is largely in anticipation of the privacy legislation being mooted in a number of jurisdictions.

A potential loser from this is of course Facebook, now known as Meta, which admitted during the recent annual report season that Apple's app tracking opt-out had cost it $10bn in advertising revenue. The same effect in the Android would obviously be much much larger, given the global prevalence of Android phones against Apple's much smaller market share.

Specifically, Google said it was looking at privacy-first replacements for the alphanumeric identifiers associated with each and every smartphone.

In the announcement, Google referenced Apple's move without naming them: "We realize that other platforms have taken a different approach to ads privacy, bluntly restricting existing technologies used by developers and advertisers. 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."

Google did however helpfully link to a study on Apple's privacy controls by former Apple engineers, a study that concluded they didn't work so well. 

Footprints in the sand.

The fact is that each of the Big Tech businesses must protect itself in what is becoming a fairly hostile regulatory environment, especially in Europe. Europe has no titan-sized tech champion of its own, and some of the US companies must feel they are paying for this inadequacy, even as the primary motivation for such regulation remains consumer protection.

There's also little doubt Facebook will be concerned at the move - even absent of any actual detail. In many respects, Facebook is the most exposed of the Big Tech companies to such moves, with its presence in so many apps and so much of its revenue gained from its ability to target users with advertising.

Similar to the recent approach the business has adopted with its hastily revised plans to phase out third-party cookies, "the privacy sandbox", Google is trying to shape the smartphone privacy discussion along the lines of what is best for the industry and for users, and is attempting to be seen as a neutral player. Whether this attempt to appear neutral survives the regulatory scrutiny that is likely coming down the tracks remains to be seen.

"The Privacy Sandbox on Android is an important part of our mission to raise the bar for user privacy, while giving developers and businesses the tools they need to succeed on mobile. We look forward to working with the industry on this journey," Anthony Chavez, VP of Product Management, Android Security & Privacy concludes.

Latest articles

a robot signing a ownership of a piece of content
Content Aware media news: July 18, 2024
arrow button
a birthday cake with "150" written on it
Content Aware media news: July 11, 2024
arrow button
Sand castle crumbling
Content Aware media news: July 4, 2024
arrow button

Ready to get started?

No matter where you are on your CMS journey, we're here to help. Want more info or to see Glide Publishing Platform in action? We got you.

Book a demo