• AFP-JIJI

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Google announced plans Wednesday to limit ad tracking on its Android operating system that runs on billions of devices, responding on a sensitive privacy issue that rival Apple has already moved to address on its iPhones.

Technology giants are under growing pressure to better balance privacy and ad-targeting, as users complain and regulators threaten tougher rules while the companies themselves try to maintain access to precious data that helps them earn billions in ad revenue.

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