The tech giant, Google, announced it will implement more stringent measures to protect the privacy its users. Android users who now opt of personalized ads will also have their user Advertising ID, a code unique to each computer used in measuring app usage and managing traffic, unavailable to advertising firms, making it harder to track data for advertising purposes. Google's measure is set to take effect in late 2021 on Android 12 devices, following Apple's recent move to protect user data.

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