Google keeps Android ad tool into at least 2024, exploring other options

FILE PHOTO: The Google logo is pictured at the entrance to the Google offices in London, Britain January 18, 2019. REUTERS/Hannah McKay/File Photo

NEW YORK (Reuters) - Alphabet Inc's Google on Wednesday said it would keep alive for at least two years a tracking technology on its Android phones that is relied upon by advertisers, easing speculation about its plans after Apple Inc frustrated the ad industry by restricting a similar tool.

Google said it would give "substantial notice" before axing what is known as AdId. But it will immediately begin seeking feedback on its proposed alternatives, which Google said aim to better protect users' privacy and curb covert surveillance.