Epic Vs Apple: The Anti-Trust Lawsuit That Might Change The Digital Ecosystem
May 5, 2021
February 17, 2022
Google said it’s developing new privacy-focused replacements for its advertising ID, a unique string of characters that identifies the user’s device. The digital IDs in smartphones often help ad-tech companies track and share information about consumers.
But while Meta fought against Apple’s changes, it voiced support for the way Google plans to implement its privacy tweaks.
Google said it will continue to support the current identifiers for the next two years, which means other companies have time to implement changes.
Apple was criticized by Facebook and other companies for rolling out its App Tracking Transparency feature, which reduces targeting capabilities by limiting advertisers from accessing an iPhone user identifier. With that change, users were given a pop-up window that let them block apps from tracking their data for advertising purposes.
″We realize that other platforms have taken a different approach to ads privacy, bluntly restricting existing technologies used by developers and advertisers,” Google Android vice president of product management, security and privacy, Anthony Chavez, wrote in the blog post. “We believe that — without first providing a privacy-preserving alternative path — such approaches can be ineffective and lead to worse outcomes for user privacy and developer businesses.”
Focusing on privacy practices could help the tech giant get ahead of regulatory issues as lawmakers and consumers become more aware and concerned of their personal data. The company said it would work closely with regulators.
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