Google has confirmed that it works on new privacy measures for Android and that in two years it will have a personal information protection system similar to that Apple has integrated into the iPhone recently and prevents tracking the user when using different applications on the phone
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The decision threatens to shake the online advertising market, which has already been affected by Apple’s decision.
Companies such as Goal (formerly known as Facebook) have suffered significant losses because they can no longer direct advertising to iPhone users so effectively.

In the presentation of the latest goal, in fact, it put a figure to the impact of Apple’s new protection mechanisms.
This year the company will stop winning about $ 10 billion by not being able to prepare more detailed users’ profiles.

Google’s decision could have an even greater effect, since Android has a greater market share, especially outside the US.

Google’s strategy will be similar to Apple’s.
Android applications will not be able to exchange information about the user’s activity with each other if they have not received permission for it.
So far this was a technique very used by companies as a goal to learn more about the interests and habits of consumers.
With a small tracking code in third-party apps, they were able to associate the information to the profile already known in the social network.

Google has not given details about how these controls will be implemented, but it ensures that it will be less abrupt than Apple to give time to online advertising companies to adapt.
During the next two years there will be no drastic changes in the way Android manages personal information traffic between Apps.

Google has also recently commented that you plan to eliminate support for tracking cookies in your browser, Chrome.
Cookies are small identifying files that are generated each time a user visits a website and let them know how often the visit and what is fixed.

The company’s plan is to replace them with a system that allows to elaborate approximate, but not exact profiles of a user’s tastes according to predefined categories.
This would allow you to continue directing specific advertising (albeit with less detail) to an internet but without compromising both your privacy.