Google Ramps Up Android Privacy Features Following Apple: FT - Alphabet (NASDAQ:GOOG), Alphabet (NASDAQ:GOOGL), Apple (NASDAQ:AAPL)

Alphabet Inc GOOG GOOGL Google will add extra protection for Android users to prevent advertiser tracking as they flip apps to challenge Apple Inc’s AAPL image as a personal data protector, Financial Times reports.
Android users can already limit ad tracking or reset their Advertising IDs. But developers could bypass the settings via alternative device identifiers Google cracked down on.
Now, developers will receive a string of zeros instead of the identifier if they try to track the users who have opted out of the tracking feature.
Apple had strengthened its privacy credentials in May by disabling tracking by default and giving users an opt-in choice.
However, cybersecurity expert Jackie Singh warned against the risk of Apple and Google’s power concentration.
Price action: GOOG shares traded lower by 0.84% at $2,400.91 on the last check Thursday.