Advertising ID

The advertising ID is a unique, user-resettable ID for advertising, provided by Google Play services. It gives users better controls and provides developers with a simple, standard system to continue to monetize their apps. It enables users to reset their identifier or opt out of personalized ads (formerly known as interest-based ads) within Google Play apps.

Implement advertising ID

To implement advertising ID in your apps, you can use the Advertising ID API.

Policy requirements

The Google Play Developer Program Policy requires that all updates and new apps uploaded to Google Play use the advertising ID (when available on a device) in place of any other device identifiers for any advertising purposes. You're responsible for ensuring your apps are in compliance with policies regarding its usage, as well as all Play policies.

Apps using a persistent ID other than the advertising ID may receive a policy violation warning via the publisher site or the email address used to register the account. If you receive a warning, you should ensure that any published APKs comply with the advertising ID related guidance in the Developer Program Policy. If you are using a third-party ad SDK, please contact the SDK maker to obtain a new version that complies with this new policy.

Additional details

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Persistent identifiers, including Android ID

Availability

Persistent identifiers are still available because there are various supported use cases which aren’t related to advertising. Longer term, we’ll evaluate additional opportunities to provide users with even more informed control over what persistent identifiers are provided to third parties. We’ll communicate this prominently and in advance when we have details.

Use for non-advertising purposes

You can use persistent identifiers as long as you have a privacy policy and handle the data in accordance with the Developer Distribution Agreement and all applicable privacy laws in the areas where you make your app available.

Targeting devices without an advertising ID

When an advertising ID isn’t present, your app may fall back to using a persistent or proprietary identifier, as long as you:

Advertising ID violations

Please verify if the apps in your catalog comply with the advertising ID policy guidance. You will be notified of potential non-compliance via an alert notification in the Play Console or email warnings sent to the email address that registered the developer account.

If you have additional questions, you can learn more about advertising ID policy violations.

How to opt out of personalized ads
  1. Open your device's Settings app Settings app > Google, or open the the Google Settings app Google Settings (differs depending on your device).
  2. Under “Services,” select Ads.
  3. Turn on “Opt out of Ads Personalization” by moving the switch to the right until it turns blue.

Note: If you clear your cache, you'll lose your opt-out setting.

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