Google has announced plans to limit ad tracking on its Android operating system.

“Our goal is to develop effective and privacy enhancing advertising solutions, where users know their information is protected, and developers and businesses have the tools to succeed on mobile,” Google said in a statement.

"We plan to support existing ads platform features for at least two years, and we intend to provide substantial notice ahead of any future changes."

While Google claimed the changes would protect user anonymity, they could also further strengthen the tech giant's dominance of the digital advertising industry.

Alphabet, Google's parent company, earned more than $60 billion in the fourth quarter of 2021 from advertising revenue alone, accounting for more than 80 per cent of its revenue.