Removing advertising IDs from devices, or at minimum, disabling them by default. Advertising IDs have become a linchpin of the data broker economy and are actively used by law enforcement to track people’s location. Advertising IDs were added to phones in 2012 to let companies track you, and removing them is not a far-fetched idea. When Apple forced apps to request access to people’s advertising IDs starting in 2021 (if you have an iPhone you’ve probably seen the "Ask App Not to Track" pop-ups), 96% of U.S. users opted out, essentially disabling advertising IDs on most iOS devices. One study found that iPhone users were less likely to be victims of financial fraud after Apple implemented this change. Google should follow Apple’s lead and disable advertising IDs by default.
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