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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.

FAQ

Q: Will persistent identifiers such as the Android ID continue to be available after August 1, 2014?

A: Yes, persistent identifiers will still be available as there are various supported use cases which are not related to advertising. Longer term, we will evaluate additional opportunities to provide users with even more informed control over what persistent identifiers are provided to third parties. We will communicate this prominently and in advance when we have details.

Q: Can I use a persistent identifier for non-advertising purposes?

A: Yes, provided you have a privacy policy and handle the data in accordance with the Developer Terms, and all applicable privacy laws in the areas you make your app available.

Q: What happens if a device I’m targeting does not have an advertising ID?

A: When an advertising ID is not present, you may fall back to using a persistent or proprietary identifier, provided you have presented the user with a privacy policy and handle the data in accordance with the Developer Terms, including all applicable privacy laws in the areas you make your app available.

Q: How do I know if I have a violation?

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

If you have additional questions, please visit this page.

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