Google to Let Android Users Opt-Out to Stop Ads From Tracking Them

The Hacker News

Google is tightening the privacy practices that could make it harder for apps on Android phones and tablets to track users who have opted out of receiving personalized interest-based ads. The change will go into effect sometime in late 2021.

The development, which mirrors Apple’s move to enable iPhone and iPad users to opt-out of ad tracking, was first reported by the Financial Times.

Once the revised policy goes live, Google is expected to completely cut off developers’ access to the so-called “Advertising IDs,” showing a “string of zeros” in its place. The Google Advertising ID (AAID), analogous to Apple’s IDFA, is a unique device identifier that can be used by app developers to track users as they move between apps to target ads better and measure the effectiveness of marketing campaigns.

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