Google prevents app developers from using advertising IDs for any purpose after deactivating the user

On June 3, 2021, Google informed the app developers that from the end of 2021, when users of the Android 12 operating system unsubscribe from personalized ads, the advertising ID provided by the Google Play services (the Google ad ID or ” GAID “) is no longer available to app developers for any purpose.

The GAID is a unique, user-resettable ID that is used for personalized advertising and other restricted purposes. Currently, if a user declines to receive personalized ads on their Android device, the user’s GAID remains available to app developers for certain limited purposes (including analytics and fraud prevention). With the announced change, which begins at the end of 2021, the GAID of users who have decided against receiving personalized advertising will no longer be available to app developers for any purpose. Developers are given a series of zeros instead.

According to the announcement, Google will provide an alternative solution to GAID in July 2021 to support essential use cases like analytics and fraud prevention. This change will go beyond Android 12 operating system users in early 2022 and will be applied to all devices that support Google Play.

Google’s announcement follows Apple’s AppTracking Transparency Framework (“ATT” framework), which went into effect in April 2021. In contrast to Apple’s ATT framework, however, Google will not (1) require users to expressly use their GAID for advertising purposes or (2) prohibit app developers from using other persistent device IDs after a user has logged out Deliver ads to the user’s device as long as the app presents a privacy policy to users and treats user data in accordance with the Google Developer Distribution Agreement. Google’s announcement follows the new privacy and security requirements for Google Play apps announced in May 2021.

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