Google’s privacy policies are being revised, making it more difficult to follow Android users. With Android 12, it is evident that the company has prioritized user privacy over everything else—though perhaps not as much as Apple. Developers will no longer have access to users’ advertising IDs if they choose to opt out of receiving tailored ads. Let’s discover more about Google’s revised advertising ID policy for tracking users’ web activities.
To track user data, Google advertising ID is used
Users can enable the advertising-personalization option on Google, which displays appropriate ads based on their web activity and personal information. However, even if you opt out, programs continue to collect and use your data.
However, if customers opt out of targeted advertisements, their advertiser identifier (ID) would be lost, according to a new blog post published by Google. This makes it far more difficult to track users between apps and websites and use that data to serve advertisements. Apps cannot, in the end, have a taste of your data right now.
What exactly is Advertising ID?
Advertising ID is a one-of-a-kind string (a data type in programming) of user-resettable characters made available by Google Play services. It is, in essence, a roll number assigned to each gadget. Companies and apps use this ID to track user activity on Android devices anonymously.
If a user disables personalized ads after the modification, Google will no longer assign an advertising ID to the individual device. As a result, if apps or data firms try to access the identifier, they will only get a string of zeros back. These changes occurred, strangely, after Apple redesigned the way advertising IDs work on iOS.
What will happen to the advertiserrs?
For more than a decade, Google has been the market leader in advertising. Similarly, advertising accounts for over 80% of the company’s revenue. As a result, it must also satisfy advertising. In order to do so, the tech behemoth will look at alternative avenues.