Google LIMITS LOCATION TRACKING
Where Apple goes on privacy, Google almost inevitably follows.
So, it’s no surprise that months after Apple launched a major privacy policy forcing developers to get consumers’ consent before tracking them across mobile apps, Google said it would introduce new privacy features for location tracking of Android users.
Instead of asking users either to provide full location data access or none at all, Google will insert in a middle-ground option: “approximate location data.” Android users will be able to choose this setting, which means companies will be able to track them within, say, a mile radius but not from house to house or store to store.
The move has major implications for the location intelligence industry, which has driven billions in value by helping businesses understand whether consumers visited a specific store (to name one example).
Google will also pressure developers to ask for foreground location tracking, meaning only tracking users when they are using a specific app, as opposed to background, or always-on, location tracking.
This is a step forward for consumers, who deserve more granular options about how and when they disclose their data. It’s also a warning sign to businesses that depend on unfettered access to location and other forms of data: That access is going away.
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