Google is releasing updated data security labels for all apps listed in the Play Store, which will provide more specific information about how each app collects and uses your information, increasing the transparency of the process.
As you can see in this example, the new Data Security section of the Play application lists will provide an overview not only of the types of data that each application collects, but also how that developer uses the information it accepts.
As explained by Google:
“We have heard from users and application developers that displaying the data that the application collects without additional context is not enough. Users want to know what their data is collected for and whether the developer shares user data with third parties. In addition, users want to understand how application developers protect user data after downloading the application.
The new data security section invites developers to clearly mark what data is collected and indicate how it is used.
The section will include notes on:
- Whether the developer collects data and for what purpose
- Whether the developer shares data with third parties
- Application security practices, such as data encryption and whether users can request that data be deleted
- Whether the eligible app is committed to complying with Google Play Family Policy to better protect children on the Play Store
- Whether the developer has validated its security practices against a global security standard
Developers will have to complete this section for their applications by July 20, otherwise they risk penalties and possibly be hidden on the market.
This is the latest development in data transparency in the market, followed by Apple’s ATT data sharing prompts and Google Play Store’s own improved data usage lists. Google is also working to phase out third-party tracking cookies, the next major change on this front, which will lead to a shift to alternative forms of ad targeting based on Themes, which can have a big impact on targeting accuracy of ads.
Apple’s decision to give consumers more control on this front is already having a big impact, with Meta saying that changes to Apple’s privacy in iOS will cost it about $ 10 billion in 2022 alone. Other platforms have also noticed impacts in their advertising. tools, and although this update will be less destructive, it is another factor in the growing pressure for data transparency that will cumulatively cause major changes for advertisers over time.
But it makes sense. Data has become a currency of online interaction, and users need to have control over it, or at least the ability to fully understand, if they decide how their personal information is used by advertisers and developers in different ways.
That’s what this update provides – and again, the impact here won’t be significant for advertisers, although it may prompt some app makers to reduce their data collection processes, which can have an effect on flow.
Users will begin to see the new data security section in the classified ads in the Google Play Store today
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