Though Google is more reliant on targeted advertising for revenue than Apple, a recent report cites company insiders in suggesting that similar anti-tracking measures are being considered for Android.
Facebook has accused Apple of anticompetitive behavior, pointing to an expectation of disproportionate damage done to small businesses that rely on personalized ads.
While Apple does not appear to be backing down on any of its iOS 14 privacy features, it has relented somewhat in the face of pressure from some of the giants of the ad tracking industry.
Google threatened to cut a consortium of European media companies off from its network of personalized ads if they followed through their plans to use new TCF data privacy measures to prevent data collection.
With Instagram responsible for 50% of GIPHY's traffic, many are concerned that Facebook may use GIFs as trojans for data collection and personalized ads after the merger.
As part of its CCPA compliance efforts, Google has recently announced that they will block personalized ads by giving customers the right to opt-out of personal data collection.