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Just as marketers are getting used to app tracking transparency (ATT) and an IDFA-less iOS14.5, Google has thrown its own curveball at mobile marketers. Today, the company announced starting in “late 2021” it will no longer provide Android Advertising ID for users who have opted out of ad personalization. In a blog post, the company says:
“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 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.”
To start, the change will be applied to apps running on Android 12 devices and will expand to affect apps running on devices that support Google Play in early 2022. Check out these IDFA resources to help prepare for Google’s coming changes:
