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Android app tracking changes expected in late 2021

Following iOS 14.5 changes that rolled out a few weeks ago, Google has announced an update to its app tracking features. Luckily for advertisers, these changes aren’t as drastic as the ones by Apple.

Android users can already opt out of tracking by diving into the depths of the Android settings. However, when users opted out, apps weren’t forced to stop tracking them. Later this year, Google will enforce this.

“Starting in late 2021, when a user opts out of interest-based advertising or ads personalization, the advertising identifier will not be available. You will receive a string of zeros in place of the identifier.”

Minimise the impact of these changes