Google makes it harder for Android apps to track users


Level 36
Nov 10, 2017
Google has announced new changes to bolster privacy protections for Android users. In an email sent to app developers of the Play Store, the company has detailed how access to a user's Advertising ID would be restricted once a user opts out of receiving personalized ads. Advertising ID is a device identifier that allows marketers to track users as they switch between different apps.

On sending a request, the Android system would respond back with a string of zero's instead of an actual Advertising ID that can be used to track the user. The change means Android users can now opt out of interest-based advertising. The company has also updated its support page for Advertising ID detailing the change.