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It is now more difficult for Android Apps to trace after an ‘opt-out’

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Users have long been able to opt out of receiving custom ads on Android (you can do this by going to the Settings option in the Google menu and selecting “Ads”), but it doesn’t seem to prevent developers from accessing the ID of advertising your device in full.

AdExchanger reports that applications have been able to use the identifier for non-advertising purposes such as fraud prevention and analysis, and Google’s support page says it will announce a “workaround” for these use cases in the next month.

Google’s support page informs you that the implementation of the new policy will take place in phases. Android 12 devices will start with this change in “late 2021”, before being rolled out to all Google Play devices early next year. XDA ‘Developers’ report that Google Play Services will also notify existing apps with access to their advertising ID and related data, so this can be deleted when appropriate.

It is now more difficult for Android Apps to trace

That will make it harder for Android apps to track users who choose not to receive personalized ads, according to Financial Times reports, after Google announced changes to how it will handle the unique device identifiers that allow marketers to use them. track across applications. Starting later this year, Google is cutting access to these “advertising IDs” after a user disables them, and will show developers a “sequence of zeros” instead.

The news was announced in an email to ‘developers’ from the Play Store, and Google has also updated its support page for ‘IDs in Ads with Ads’. Google told developers that the changes will “give users greater control over their data, and help strengthen security and privacy,” reports the Financial Times.

The change comes a few months after Apple revamped the way advertising IDs work on iOS in an apparent attempt to compete with the new policy, and in that sequence, and recently, Google also announced that it is adding privacy information to listings. from the Play Store, mirroring a similar feature Apple added to its App Store last year, which is also limiting which apps can ‘see’ what we’ve installed on the phone.

While Google’s ad comes shortly after Apple’s own ad tracking changes, it’s still unclear how similar the two approaches will be. Google’s support page still refers to the decision to stop tracking ads as an “opt-out” process, while Apple’s changes effectively track an opt-in decision. But regardless of how Google eventually handles the process, this is another potentially big shift for the digital advertising industry.

Source: The Verge

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