Wojtek from Estimote team here: actually, Google is approaching this very conciously when it comes to privacy and UX. You need to opt-in to see those URLs in notification center, then metadata is fetched so you know what you click, and still no tracking is possible until you actually click.
Also, they're iterating very fast with Physical Web, but it's still in experimentation phase. Physical Web for Chrome is big news, but keep in mind that Chrome on iOS has ~5% penetration.
Wojtek from Estimote team here: actually, Google is approaching this very conciously when it comes to privacy and UX. You need to opt-in to see those URLs in notification center, then metadata is fetched so you know what you click, and still no tracking is possible until you actually click.
Also, they're iterating very fast with Physical Web, but it's still in experimentation phase. Physical Web for Chrome is big news, but keep in mind that Chrome on iOS has ~5% penetration.