From Jason Aten's "Google Says It Will Block Tracking on Android. There's Just One Glaring Problem" posted Saturday on Inc.
Google assumes that tracking of some form is the default. Its plan is to do it in a way that is less offensive to users, but it fully intends on giving advertisers "the tools to succeed on mobile." Apple, instead, gave users a tool to shut it all off.
That's why I find it interesting that the biggest headline in many stories is that Google's change could be another blow to Meta, Facebook's parent company. Meta lost more than $280 billion off its market cap after it said that Apple's privacy changes will cost it as much as $10 billion this year.
I'm not sure that's true, however. The biggest hit to Facebook's business is that almost every user--when given the choice--opts out of letting apps track their activity. Since Google isn't requiring developers to ask permission before tracking users, it's likely to have much less of an impact on Facebook's business...
It's almost as though Google can read the room well enough to know that it has to say that it's going to do something while hoping that if it drags it out long enough, people will move on and forget about it. After all, Google is notorious for announcing vague plans that point in the direction of doing something about privacy, and then not actually doing much of anything.
My take: Google read the room correctly. Facebook responded by pronouncing itself "encouraged" by Google's collaborative approach.