Google to let Android users opt out of ads tracking by the end of 2021

Apple roiled the mobile advertising industry in April when it debuted its App Tracking Transparency feature, which requires users to opt in to being tracked by apps for personalized advertising

Google will let Android mobile software users opt out of being tracked by advertisers on their smartphone applications, following an earlier move by rival Apple Inc. to bolster privacy on iPhones.

The option will become available in late 2021, with a Google Play services update, the Alphabet Inc. unit said on a support website. Developers will no longer be able to see a user’s unique advertising ID if that person has declined to receive personalized ads. Unlike Apple’s feature, users won’t be opted out of ad tracking by default.

For months, Google has been mulling a way to give Android users more