The Google Play digital store generates advertising content based on the so-called advertising user ID. This feature allows the company to promote relevant advertising offers, helps in analytics, and even protects the user from fraud. Recently, however, Google provided the ability to disable personalized ads in the smartphone settings, but other applications of the service could continue to use the user’s advertising ID in order to display relevant ads. Now the company’s employees have stated that starting from the end of 2021, the user can completely delete his advertising ID – instead of it, a string of zeros will be indicated.
After this change takes effect, applications that previously accessed the user ID will only “see” a string of zeros. Accordingly, the user will no longer receive personalized ads without an advertising identifier. Moreover, once a user removes their ID, Google Play will notify apps that previously had access to this information and user-related data to remove any previously recorded information. The feature will first be introduced to devices running Android 12, and from the end of 2021, the program will gradually expand to cover all gadgets with access to Google Play.
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