GOOGLE IS BRINGING AD BLOCKING SOFTWARE TO ANDROID PHONES TO PROTECT USER PRIVACY

Google has unveiled ad-blocking software on its Android mobile phone operating system. The company is planning to bring such software to end the tracking done by various companies on the users connected through internet.

Google says three billion Android users will eventually block data shared by technology companies. Technology companies are under pressure from users and regulators to ensure privacy policies. Apple similarly changed its policy last year. One billion users are controlled to share their personal information. This makes it difficult for companies to ensure that their advertising on the iPhone is successful. Facebook has sharply criticized Google's move, saying it would lose 10 billion this year.

Proposed for the Android mobile operating system, this software will create limitations for the app developer in sharing the user's personal information with third parties. It will also prevent users from tracking through various applications.

A Google spokesperson said: "Our goal is an effective and privacy-enhancing advertising solution where users can be sure that their information is protected." Google's decision to remove the tracking technology from the Chrome browser in 2023 has already drawn criticism from advertisers.

Google's parent company Alphabet has been making 80 percent of its revenue from advertising sales. Google's proprietor Alphabet has pushed back the ad-blocking software rollout by at least two years. From which the company seems to have faith in retrieving the mobile advertiser. The company said in a statement that it plans to support existing advertising features for at least two years. So that there is enough information before any change in the future.

Advertising has been an attractive source of income for media companies. The Android device is given an ID, which helps the advertiser to make a profit based on the user's behavior by sending ads to the subject they are interested in. According to Facebook, such targeted users are eight times more likely to purchase related content. When Apple's iOS 14 technology rolled out, app had to get permission to collect and share user data. This means that advertisers will not be able to track users moving from one app to another. Thus, when users block the monitoring of their activities from various apps, the revenue from advertising decreased by 11 percent.

According to Google, its ad blocking technology won't hurt advertisers as much as Apple's technology. "We have also noticed that other media outlets have adopted a policy of strictly restricting the privacy of ad technology used by developers and advertisers," Google said in a statement.