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.
Google Play services update in 2021
As part of Google Play services update in late 2021, the advertising ID will be removed when a user opts out of personalization using advertising ID in Android Settings. Any attempts to access the identifier will receive a string of zeros instead of the identifier. To help developers and ad/analytics service providers with regulatory compliance efforts and respect user choice, they will be able to receive notifications for opt-out preferences. If you want to test the aforementioned notification system, fill out this form.
This Google Play services phased rollout will affect apps starting late 2021 and will expand to affect apps running on all devices that support Google Play in early 2022. For essential non ads use-cases such as analytics and fraud prevention, use App Set ID.
Additionally, apps updating their target API level to 31 (Android 12) will need to declare a Google Play services normal permission in the manifest file as follows:
Some SDKs, such as the Google Mobile Ads SDK (play-services-ads) may already declare this permission in the SDK’s library manifest. If your app uses these SDKs as dependencies, the AD_ID permission from the SDK’s library manifest will be merged with your app’s main manifest by default, even if you don’t explicitly declare the permission in your app’s main manifest. Learn more about merging manifest files on the Android Developers site.
Some Google Play policies, such as the Families Policy, require that apps not use the Ad ID. If your app uses SDKs, like the Google Mobile Ads SDK, that declares the AD_ID permission in their library manifests, you must prevent the permission from getting merged into your app by including the following element in your manifest.
<uses-permission android:name="com.google.android.gms.permission.AD_ID" tools:node="remove"/>
This permission will be enforced starting from early 2022 for all devices. See API documentation for more details.
Learn more about best practices for unique identifiers.
Implement advertising ID
To implement advertising ID in your apps, you can use the Advertising ID API.
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 that 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 detailsPersistent identifiers, including Android ID
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
When an advertising ID isn’t present, your app may fall back to using a persistent or proprietary identifier, as long as you:
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 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.
- Open your device's Settings app > Google or open the the Google Settings app (differs depending on your device).
- Under “Services,” select Ads.
- 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.