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DuckDuckGo reimagines Apple’s app tracking feature to shield Android users

The privacy-focused feature takes aim at hidden third-party trackers, a majority of which send data to Google and Facebook.

App Tracking Protection (ATP) is now available to Android users as DuckDuckGo, a tech company focused on privacy, has commenced its beta phase, as per a post on the company’s blog. DuckDuckGo announced that the “free” feature, which will be available through its app, will block trackers it identifies in apps from third-party companies (for example, Google in Nike’s app), the post added. Users can register themselves for the waitlist if they want to be a part of this experiment, and they will not have to share any personal information. The company revealed that it is opening up the feature to new users every week. The feature is similar to Apple’s App Tracking Transparency which lets iOS users decide whether they want to allow third-party app tracking or not. It was reported that most users chose to opt out of tracking with major social media platforms losing billions of dollars in revenue. Android’s wide base of users makes this a significant step as it can have a far-reaching impact on the revenue of social media companies. On the other hand, it will provide users with a choice over how their data is tracked and processed by companies. Here’s what happens when you enable ATP The company writes that the feature will run in the background once it is enabled by users. This is how it detailed the process: The DuckDuckGo app will prevent Android apps from sending data to third-party tracking companies found in its app tracker dataset. ATP will…

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I cover several beats such as Crypto, Telecom, and OTT at MediaNama. I can be found loitering at my local theatre when I am off work consuming movies by the dozen.

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