Google Advertising ID FAQ

Q: What is the Google Advertising ID and why do I have to use it?

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.

Users can reset their 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. For more info, visit the Google Play Services Advertising ID site .

Q: Do I have to update to Google Play Services to use the MoPub SDK?

A: No, the MoPub SDK does not require Google Play Services, however, it is necessary for any updates to your app after August 1, 2014 because Google will no longer be approving apps using the old Android ID. Once you update to Google Play Services, we will automatically use the new Google Advertising ID. Note that all publishers need to use GPS in their app by August 1 to prevent their apps from being rejected by the Google Play Store

Q: What versions of Android support this advertising identifier?

A: Devices running Android OS v2.2+ and those that have Google Play Services 4.0+ installed will have access to the ID.

Q: Do I have to update right away? What happens if I don’t update by August 1st?

A: Apps that are not updated today to use Google Play Services will still work and continue to use the old Android ID. However, your apps could be rejected by the Google Play Store when you submit your apps after August 1, 2014. Ad networks and DSP partners may also migrate to using the Google Advertising ID, therefore, we encourage you to update all of your apps as soon as possible. For more info, visit the Google Play Services Advertising ID site .

Q: What happens to the AdMob SDK, does anything change if I don’t install Google Play Services?

A: On August 1, 2014, the Google Play Store will stop accepting new or updated apps that use the standalone Google AdMob SDK. The standalone SDK does not use the Advertising ID, and will therefore be non-compliant with the Google Play Ad Policy on this date.

For more info, read the Google developer blog post on this issue.

Q: What if I have both the AdMob SDK and Google Play SDK installed in my apps?

A: You should remove the standalone AdMob SDK and install the Google Play SDK. MoPub will only support the Google Play SDK and the AdMob SDK will not

Q: Do I have to change my AdMob network set up in the MoPub UI?

A: No, your AdMob set up in will continue to work without any changes. This includes the AdMob ad unit publisher IDs that you have previously created.

Q: Do I need to update my other networks to use the new Google Advertising ID?

Double check that your other ad network SDKs support passing the new Google Advertising ID or when you submit your app to the Google Play Store, your apps could be rejected.

Q: What should I do if I’m using MoPub conversion tracking?

A: Conversion tracking relies on matching the IDs that are passed from the app in which the ad is shown and from the target app. Because of this, if you’re using MoPub app conversion tracking, we recommend updating the apps that use the conversion tracking SDK and the ads SDK at the same time in order to minimize ID mismatches. However, because users update apps on different cycles, there will be some amount of mismatches where the apps aren’t submitting the same ID. Unfortunately, this is unavoidable and is an industry-wide challenge. This issue will continue until users update to the new version of the app (and we can once again track them).

Q: What if I’m running direct ads which rely on 3rd party conversion trackers, e.g. HasOffers and Kochava?

A: If you’re running direct ads with Kochava/HasOffers and are tracking conversions from MoPub, you’ll need to update postbacks to MoPub to include the new ID format. For HasOffers, add another postback for Android campaigns with the following URL: <ANDROID_PACKAGE_ID>&udid=ifa:<RAW_ANDROID_ADVERTISING_ID> For Kochava, no change should be required.

Q: Will app targeting continue to work?

A: App targeting will continue to work, but there will be a period where it’s not precise because we’ll be receiving new Advertising IDs from installed apps. It will take us some time to build the user data set back up to the original base. Therefore, we encourage publishers to update all their apps at the same time and as soon as possible.

Q: Will this affect my MoPub Marketplace revenue? Are DSPs using the new Advertising ID?

A: This is an industry-wide change, therefore, most ad networks and Demand-Side Platforms have already taken this new ID into account. We have also notified all DSPs on MoPub Marketplace of our support for the Advertising ID and encouraged quick adoption of this new identifier, however, there may be a transition period as users and publishers update to the latest SDKs and rebuild performance data. Therefore, we encourage you to update your apps as soon as possible to minimize any revenue impact.

Updated: March 2017