Android App Developers & Advertisers: New Google Advertising ID in Effect August 1, 2014

Google Advertising ID

As you may be aware, the deadline for Android app developers to utilize the new ‘Google Advertising ID’ is fast approaching.

Originally announced in November 2013 and beginning August 1st 2014, all updates and new apps uploaded to the Google Play Store must use the new Google advertising ID for any advertising purposes.  ​

What is the Google Advertising ID?
The advertising ID is a user-specific, unique, resettable ID for advertising, provided by Google Play Services. It gives users better controls 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.

What does this mean for the end-user?
Users can reset their new “Google Advertising ID” at any time, right from the Ads section of the Google Settings app on their devices. From the same app, users can also opt-out of targeted advertising based on the advertising ID by setting the appropriate ad tracking preference. When the user opts-out of targeted ads, this ad tracking preference is made available to apps through a Google Play services API.

Google Advertising ID

What does the new Google Advertising ID change mean for Leadbolt Publishers?
The new advertising ID APIs are supported in Google Play services 4.0+ and the Google Play Services library and all Android app developers should review these new functions and requirements. To utilize these APIs, developers will possibly need to make changes to their apps.  For more info, visit the Google Play Services Advertising ID page ( and the Google policy site (

We have released an update to our Android SDK (version 6.3) to automatically retrieve the Google Advertising ID when it is available. We encourage all android publishers to update to this latest Leadbolt Android SDK, as soon as possible.

What does the new Google Advertising ID change mean for Leadbolt Advertisers?
The new Google Advertising ID is available with the [DEVICE_AD_ID] tokens for set up with your campaigns. Please note that publishers will continue to pass the Android device ID (Android ID) as a device ID as this Google change only affects new or updated apps beginning August 1st, 2014. The Android device ID (Android ID) will continue to available with the [DEVICE_ID] ​tokens in your campaigns.

Not all developers will update their app immediately, and even after they do, users may take time to update apps on their phones. If you are utilizing any device ID tokens in your Android campaigns you should plan to support both the Android device ID (Android ID) and new Google Advertising ID to maximize the results of your campaigns for the foreseeable future.

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MarketingAndroid App Developers & Advertisers: New Google Advertising ID in Effect August 1, 2014