Google’s tracking change is the tech giant’s latest effort to provide a more privacy-forward experience for its users. Although Android has long allowed users to opt out of personalized ads, unique Advertising IDs have still provided app developers a way to track device usage, which is valuable information for advertisers who deploy ads on those apps.
As part of a Google Play services update later this year, however, these IDs will be eliminated when a user opts out of personalization. The tracking change comes as Google, among other tech companies, are prioritizing digital privacy amid a shift in consumers’ desire to protect their personal data.