Paresh Dave

NEW YORK (Reuters) – Alphabet Inc (NASDAQ) Inc said Wednesday that it would maintain for at most two years a tracking tool on Android smartphones which advertisers depend on. It eased speculation about plans after Apple Inc. (NASDAQ) restricted a similar device.

Google indicated that it would provide “substantial notification” prior to removing AdId. Google stated that it would immediately seek feedback from users on the alternatives. These Google claims are intended to improve privacy protection and prevent covert surveillance.

App makers, advertisers, and hundreds of smaller adtech companies expected AdId to change after Apple in April required software developers to ask permission from users to use its similar tool IDFA to monitor behavior across different apps.

Meta Platforms Inc (NASDAQ:), Facebook’s owner, said it expected to lose $10 Billion in ads sales this year because of Apple’s move. It is just one of many companies who have experienced hits due to the change. AdId, IDFA, and AdId are used to determine relevant ads and identify future purchases. However, as advertisers stopped tracking users, they cut back on spending.

Google and Apple have come under increasing pressure from regulators over the years to make their respective operating systems more accessible for tablets and smartphones.

Google stated that it will work with app developers such as Snap Inc Activision Blizzard Inc. and (NYSE:) will design tools for targeting ads, logging clicks and restricting personal information.

An earlier decision by Google to end tracking technology in Chrome by 2023 prompted some of its ad tech competitors to complain to competition officials.

Google and the U.K. antitrust regulator agreed last week that the Chrome project would be monitored by Google. Google stated that it will apply the principles of the agreement to Android’s work, which includes treating itself as any other competitor.