Yahoo Finance
Google keeps Android ad tool into at least 2024, exploring other options
Alphabet Inc's Google on Wednesday said it would keep alive for at least two years a tracking technology on its Android phones that is relied upon by advertisers, easing speculation about its plans after Apple Inc frustrated the ad industry by restricting a similar tool. Google said it would give "substantial notice" before axing what is known as AdId. Advertisers, app makers and hundreds of small ad tech companies had expected changes to AdId after Apple last April forced software makers to seek user permission to track behavior across multiple apps through its comparable tool, called IDFA.