Google like Apple, explore anti-tracking apps

Google like Apple is exploring an anti-tracking feature to improve user privacy.

A feature that has already sparked a war between the Cupertino company and Facebook.

According to Bloomberg, Google is internally discussing how to limit data collection and app tracking on the Android OS, but in a less stringent way than Apple's solution.

That is, Big G is trying to balance the growing demands of privacy-conscious consumers with the financial needs of developers and advertisers.

"We are looking for ways to partner with developers to raise the bar of privacy while enabling an ad-supported ecosystem of apps," a spokesperson for Google said, according to the business news outlet.

In recent weeks, the controversy between Apple and Facebook has exploded.

The Cupertino-based company, in an upcoming software update for the iPhone and iPad, will add a new feature called 'App Tracking Transparency' that allows users to choose whether apps can collect data about them through other apps and websites.

The move has rocked the digital advertising industry, primarily Facebook which complained about the feature that will limit the ability to deliver personalized ads and generate revenue.

In recent days, Apple CEO Tim Cook, during a conference in Brussels, took the opportunity to condemn this very business model.