Google Advertising ID 101: for NativeX Publishers and Advertisers

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Kevin Ford

September 22nd, 2015

Last Fall, the Google Play team announced they would be requiring app developers to replace their current tracking identifiers with a new Google Advertising ID. This move came shortly after Apple’s decision to standardize its device identifiers with the IDFA for iOS.

As stated on the Android developer site, “the advertising ID is a user-specific, unique, resettable ID for advertising, provided by Google Play services. It gives users better control and provides developers with a simple, standard system to continue to monetize your apps. It is an anonymous identifier for advertising purposes and enables users to reset their identifier or opt out of interest-based ads within Google Play apps.”

The Google Play team is requiring mobile publishers and advertisers to start using the new Advertising ID by August 1, 2014. This means, all apps and app updates submitted to the Google Play Store on or after August 1st, will be required to use the new Google Advertising ID for ad tracking. Legacy identifiers such as AndroidID and AndroidDeviceID will no longer be acceptable tracking solutions, and developers must switchover to the new ID to remain compliant. Publishers who do not transition to the new ID risk having their apps rejected by the Google Play team upon submission of new apps and app updates.

What does the Google Advertising ID mean for users?

The new Google Advertising ID gives Android users the ability to reset their device identifier at any time. They also gain the ability to “opt out” of interest based advertising, just as iOS users can do. In the event a user chooses to opt-out, they will continue to be served ads but the ads will not be tailored to them based on their profile or behavior. To read the full Google Play policy, click here.

What does Advertising ID mean for publishers?

Again, publishers who submit new apps or app updates to Google Play must be compliant with Google’s new policy by August 1st, or they risk having their apps rejected by the Google Play team. Publishers with apps that have already been approved for the Google Play store should also prepare themselves for compliance to retain the maximum fill of ad campaigns.

The current NativeX SDK 5.2 (and all future releases) support the new Google Advertising ID. We strongly recommend that all NativeX publishers update their apps to our latest SDK as soon as possible.

Leading up to August 1st, publishers should send the new Google Advertising ID, as well as the legacy ID. Turning off your legacy ID before August 1st may result in lower fill rates and revenue, as many advertisers are still migrating to the new identifier. For instructions on how to do this, click here. New and updated apps submitted after August 1st must only use the new Advertising ID.

What does Advertising ID mean for advertisers?

The new Google Advertising ID will replace all legacy identifiers on August 1st, 2014. To give your app maximum reach and to comply with Google Play’s new policy, please update your postbacks as soon as possible. If you do not update your postbacks to automatically send NativeX the new identifier, you risk seeing lower volumes on your campaigns, as publishers transition to support the new Android ID exclusively. NativeX advertisers may begin using the new Google Advertising ID immediately.

If your mobile advertising campaigns use third party tracking solutions for attribution or analytics, such as HasOffers, you will need to update your app with their latest SDK that supports the new Google Advertising ID. They will provide you with a code that you will need to use to update your campaign tracking links in the NativeX portal. If your 3rd party tracking partner isn’t compliant with Google’s Advertising ID, we recommend that you contact them to get the information needed before August 1st.

More information about how to prepare your app for compliance

NativeX takes Google’s (and Apple’s) policies seriously and we want to make sure our publishers and advertisers remain compliant without disruption. For more information and detailed instructions about transitioning to the Google’s Advertising ID, visit our support page.

If you aren’t currently working with NativeX but you would like to include us in your next app update, click here to get started – it only takes a few seconds to sign up.

Kevin Ford

Marketing Manager


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