Advertising ID

Starting in late 2021, when a user opts out of interest-based advertising or ads personalization, the advertising identifier will not be available. You will receive a string of zeros in place of the identifier.

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 monetise their apps. It enables users to reset their identifier or opt out of personalised ads (formerly known as interest-based ads) within Google Play apps.

As part of the Google Play services update in late 2021, the advertising ID will be removed when a user opts out of personalisation 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 compliance efforts, and respect user choice, they will be able to receive notifications for opt-out preferences. Additionally, apps targeting Android 12 will need to declare a Google Play services normal permission in the manifest file.

This Google Play services phased rollout will affect apps running on Android 12 devices starting in late 2021 and will expand to affect apps running on devices that support Google Play in early 2022. In July, we will provide an alternative solution to support essential use cases such as analytics and fraud prevention.

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.

Policy requirements

The Google Play Developer Programme 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 Programme 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

Collapse all Expand all

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 catalogue 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 find out more about advertising ID policy violations.

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

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

Was this helpful?
How can we improve it?

Need more help?

Sign in for additional support options to quickly solve your issue