DuckDuckGo says its analysis of popular free Android apps shows more than 96 percent of them contain trackers. These trackers monitor your behavior across different apps and help create profiles about you that can include what you buy, demographic data, and other information that can be used to serve you personalized ads. The vast majority of apps have third-party trackers tucked away in their code. “You should see far fewer creepy ads following you around online.”

“The idea is we block this data collection from happening from the apps the trackers don’t own,” says Peter Dolanjski, a director of product at DuckDuckGo. The feature, dubbed “App Tracking Protection for Android,” is rolling out in beta from today and aims to mimic Apple’s iOS controls. Privacy-focused tech company DuckDuckGo, which started life as a private search engine, is adding the ability to block hidden trackers to its Android app. Now, a similar tool is coming to Google’s Android operating system-although not from Google itself. Since the new privacy controls launched, almost $10 billion has been wiped from the revenues of Snap, Meta Platform’s Facebook, Twitter, and YouTube. iPhone and iPad owners could now stop apps from tracking their behavior and using their data for personalized advertising. At the end of April, Apple’s introduction of App Tracking Transparency tools shook the advertising industry to its core.

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