Google Advertising ID, commonly known as GAID, Android ID, or Android Advertising ID (AAID), serves as a unique identifier for devices. This identifier plays a pivotal role in allowing app developers and marketers to gauge campaign performance and user actions across various media sources, all while safeguarding user privacy.
Debuting in 2014, GAID is akin to Apple’s Unique Device Identifier (UDID). It offers advertisers the means to monitor ad views, app engagement, and conversions. A noteworthy feature is that users can reset their GAID, simultaneously allowing their device identifier to remain visible to media vendors and mobile measurement partners (MMPs).
GAID has historically held a crucial position within the realm of mobile advertising. It empowers advertisers to scrutinize app traffic and attribute sources of media, encompassing app installations and in-app purchases. This empowers marketers to evaluate campaign efficacy, refine strategies in real-time, and categorize their audience for personalized outreach, thereby optimizing their impact.
Furthermore, GAID aids marketers in fine-tuning campaigns for enhanced advertising efficiency. For instance, it enables the engagement of user clusters exhibiting specific in-app activities or expressing interest in particular products or services.
Though the steps may vary slightly based on your device and operating system, the following is a general guide to finding your GAID:
It is important to note that selecting the “Reset advertising ID” option generates a new GAID number but does not erase user-level data linked to the previous GAID.
As of now, when an Android user opts out of personalized ads, their GAID remains accessible to app developers for limited purposes such as analytics and fraud prevention. However, Google’s announcement on June 3, 2021, revealed a significant change. By the close of 2021, Android 12 OS users who choose to opt out of personalized ads will render their GAID inaccessible to app developers and marketers. Instead, the GAID will appear as a sequence of zeros.
This move mirrors Apple’s ATT framework, which was implemented in April 2021. Unlike the ATT framework, Google’s approach doesn’t mandate users to opt-in to GAID usage nor does it prohibit app developers from utilizing alternative device identifiers if a user opts out. This is contingent on users accepting the app’s privacy policy and the app adhering to Google’s Developer Distribution Agreement regarding data handling.
In place of GAID, Google introduced the Privacy Sandbox initiative. Unveiled with a 2-year timeline, this endeavor aims to develop privacy-protective technologies for online users. Operating as a collaborative effort across multiple platforms (including web and Android apps), the proposed solutions aim to curtail user tracking while offering safer alternatives to existing technologies.
Key Takeaways
In summary, GAID, or Google Advertising ID, is a distinctive device identifier empowering app developers and marketers to evaluate campaign success and user interactions across media outlets, all while upholding user data privacy. GAID’s role in the mobile advertising domain has been substantial, allowing advertisers to dissect app traffic, gauge media attribution, optimize campaign effectiveness, and target audiences more effectively. The evolution of GAID, particularly its unavailability for opted-out users by the end of 2021, aligns with Google’s response to user privacy concerns. Nonetheless, Google remains committed to furnishing substitutes for GAID that support analytical insights and fraud prevention.
