Tracking cookies and privacy can often be at odds, and often, that’s because they are.
A relatively new Forbes article, titled, This Free App Stops Facebook And Google Secretly Tracking Your Phone, not only talks about a free app (which is from DuckDuckGo), but it also gives a few details about an ongoing battle for consumer privacy and consent.
I think we all know that there are various ways that our phones can be used to track us: location-oriented services, ad pixels, and profiling algorithms that try to build a character profile of an individual are just a few that come to mind.
Of the two major smartphone operating systems (iOS and Android), Apple (iOS), with it’s App Tracking Transparency, has taken a significant step toward protecting its customers’ privacy.
Google (Android) has not yet taken such a step, thus leaving a gap.
And that’s where DuckDuckGo’s App Tracking Protection for Android comes in.
The reason why this is such a sensitive topic is easy to see: people want their privacy, and don’t want their data sold to questionable companies that might use it in potentially nefarious ways.
On the other hand, good marketers need data to build helpful customer profiles that can help them better serve their market.
Challenging Marketers (and Businesses to Innovate)
There’s a growing consensus that the practical viability of tracking cookies is decreasing. That’s due to increasing privacy regulations, the necessity to have informative banners on sites, and a few other technical hurdles.
That’s why companies like Google have been trying to come up with ways to fill in the gaps left behind by the decreasing appeal of cookies. AI learning is one such approach.
For now, pixels, location-monitoring, tracking cookies, and privacy will continue to be ever-changing topics as we move into the future.
Source: DuckDuckGo Twitter channel