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Google Explores Alternative to Apple’s New Anti-Tracking Feature

  • Internet giant mulls bringing web privacy approach to Android
  • Google balancing user privacy with developer, advertiser needs
Photographer: Toru Hanai/Bloomberg

Google is exploring an alternative to Apple Inc.’s new anti-tracking feature, the latest sign that the internet industry is slowly embracing user privacy, according to people with knowledge of the matter.

Internally, the search giant is discussing how it can limit data collection and cross-app tracking on the Android operating system in a way that is less stringent than Apple’s solution, said the people, who asked not to be identified discussing private plans.