About mobile advertising IDs

This article is for the Google Ad Manager product only. It doesn't apply to other Google products.

Mobile apps do not use cookies to collect identifiers. Instead, Ad Manager uses user-resettable identifiers provided by the mobile device’s operating system. Typical advertising IDs are AdID (Android) and IDFA (Apple).

Mobile advertising IDs allow developers and marketers to track activity for advertising purposes. They’re also used to enhance serving and targeting capabilities.

Mobile advertising ID benefits

Mobile advertising IDs allow buyers to match their data to the user behind an impression. This promotes effective remarketing, frequency capping, and conversion tracking on mobile inventory.

In addition, advertisers can more effectively measure the performance of their campaigns through improved tracking and attribution, which unlocks new monetization opportunities for publishers.

Publisher requirements

To better inform your audience about how advertising IDs from their device are used, we require publishers adhere to the disclosure requirements in the "In-App Ad Remarketing" provisions of the Google Ad Manager Partner Guidelines.

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