At the end of April, Apple’s introduction of App Tracking Transparency tools shook the advertising industry to its core. iPhone and iPad owners could now stop apps from tracking their behavior and using their data for personalized advertising. Since the new privacy controls launched, almost $10 billion has been wiped from the revenues of Snap, Meta Platform’s Facebook, Twitter, and YouTube.
Now, a similar tool is coming to Google’s Android operating system—although not from Google itself. Privacy-focused tech company DuckDuckGo, which started life as a private search engine, is adding the ability to block hidden trackers to its Android app. The feature, dubbed “App Tracking Protection for Android,” is rolling out in beta from today and aims to mimic Apple’s iOS controls. “The idea is we block this data collection from happening from the apps the trackers don’t own,” says Peter Dolanjski, a director of product at DuckDuckGo. “You should see far fewer creepy ads following you around online.”
The vast majority of apps have third-party trackers tucked away in their code. These trackers monitor your behavior across different apps and help create profiles about you that can include what you buy, demographic data, and other information that can be used to serve you personalized ads. DuckDuckGo says its analysis of popular free Android apps shows more than 96 percent of them contain trackers. Blocking these trackers means Facebook and Google, whose trackers are some of the most prominent, can’t send data back to the mothership—neither will the dozens of advertising networks you’ve never heard of.
From a user perspective, blocking trackers with DuckDuckGo's tool is straightforward. App Tracking Protection appears as an option in the settings menu of its Android app. For now, you’ll see the option to get on a waitlist to access it. But once turned on, the feature shows the total number of trackers blocked in the last week and gives a breakdown of what’s been blocked in each app recently. Open up the app of the Daily Mail, one of the world’s largest news websites, and DuckDuckGo will instantly register that it is blocking trackers from Google, Amazon, WarnerMedia, Adobe, and advertising company Taboola. An example from DuckDuckGo showed more than 60 apps had tracked a test phone thousands of times in the last seven days.
My own experience bore that out. Using a box-fresh Google Pixel 6 Pro, I installed 36 popular free apps—some estimates claim people install around 40 apps on their phones—and logged into around half of them. These included the McDonald’s app, LinkedIn, Facebook, Amazon, and BBC Sounds. Then, with a preview of DuckDuckGo’s Android tracker blocking turned on, I left the phone alone for four days and didn’t use it at all. In 96 hours, 23 of these apps had made more than 630 tracking attempts in the background.
Using your phone on a daily basis—opening and interacting with apps—sees a lot more attempted tracking. When I opened the McDonald’s app, trackers from Adobe, cloud software firm New Relic, Google, emotion-tracking firm Apptentive, and mobile analytics company Kochava tried to collect data about me. Opening the eBay and Uber apps—but not logging into them—was enough to trigger Google trackers.