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 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.

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 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

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Persistent 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

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 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.

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