After Apple, Google will now allow users to opt out of personalised ads

Starting late 2021, Google will make it difficult for Android apps to track users after they have opted out of personalised ads as they will lose access to advertising ads.

Google is taking a step further with user’s privacy as it will make it difficult for developers and advertisers to track users once they have opted out starting later this year. Once users have opted out of personalised ads, the developers will lose access to advertising IDs and will see a string of zeroes instead. The development will start rolling out to Android users in late 2021. Google in an email to Play Store developers notified about the development. Google has also updated its support page for advertising IDs. Financial Times quoted Google’s email to employees which say that the “changes will provide users with more control over their data, and help bolster security and privacy.”