Google follows Apple's lead and makes it harder for advertisers to track users on Android
Google already allows Android users to opt-out of personalized ads, but software developers may still access to the user's Advertising ID, a unique string of characters that identifies the user's device, for purposes like measuring app usage.
With regulators taking a closer look at user privacy, and consumers becoming more concerned about the use of their personal data, tech giants are trying to get ahead by making changes in the name of privacy.Sundar Pichai, senior vice president of Android, Chrome and Apps for Google Inc., speaks during the Google I/O Annual Developers Conference in San Francisco, California, U.S., on Wednesday, June 25, 2014.
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