Starting August 1, 2014, all apps and app updates submitted to the Google Play Store must use the new Google Advertising ID (Android IDFA) in lieu of any other device identifiers for any advertising purposes. That means that legacy identifiers (AndroidID and AndroidDeviceID (IMEI)) will no longer be able to be used as identifiers for apps and updates submitted after August 1st.
NativeX advertisers may begin using the new Google Advertising ID immediately. If you do not update the postbacks in your API integration to automatically send NativeX the new identifier, you risk seeing lower volumes on your campaigns, as publishers move to exclusively use the new identifier.
To ensure maximum reach for your campaigns and to comply with Google Play’s new policy, follow the instructions below to update your postbacks.
Actions for Advertisers:
In order to provide total coverage during the transition period, postbacks should be modified as shown to send the Google Advertising ID (Android IDFA) as well as any legacy identifiers (Android ID, IMEI).
Campaigns with Server-to-Server integrations
AWR: (App Was Run (i.e., Install Occurred))
AT: (Action Taken (General Event Occurred. i.e., Website Visit, Tutorial Complete, Share)
Campaigns with 3rd party tracking
If you use 3rd party tracking (attribution and analytics) solutions for your mobile advertising campaigns, you will need to make sure your app is updated with their latest SDK that supports the new Google Advertising ID (Android IDFA).
For example, if you’re running direct ads with HasOffers, you will need to update your postbacks to NativeX to include the new ID format. You will get the code from them, and then login to your NativeX account to update your campaign tracking links.
If your 3rd party tracking partner is not yet compliant, we recommend that you contact them to get the information needed before August 1st. Once you have followed the instructions given by your 3rd party tracking partner, login to your NativeX account and update your Android campaign tracking links with the new Google Advertising ID (Android IDFA) compatible links provided by your tracking provider.
“Beginning August 1st, 2014, all updates and new apps uploaded to the Play Store must use the advertising ID (when available on a device) in lieu of any other device identifiers for any advertising purposes.”
From Google’s Developer Content Policy.
Google’s usage of Advertising ID (also known as Android IDFA and Google AID):
Google Play Services version 4.0 introduced new APIs and an ID for use by advertising and analytics providers. Terms for the use of these APIs and ID are below.
- Usage. The Android Advertising Identifier must only be used for advertising and user analytics. The status of the “Opt out of Interest-based Advertising” setting must be verified on each access of the ID.
- Association with personally-identifiable information or other identifiers. The advertising identifier must not be connected to personally-identifiable information or associated with any persistent device identifier (for example: SSAID, MAC address, IMEI, etc.,) without the explicit consent of the user.
- Respecting users’ selections. Upon reset, a new advertising identifier must not be connected to a previous advertising identifier or data derived from a previous advertising identifier without the explicit consent of the user. Furthermore, you must abide by a user’s “opt-out of interest-based advertising” setting. If a user has enabled this setting, you may not use the advertising identifier for creating user profiles for advertising purposes or for targeting users with interest-based advertising. Allowed activities include contextual advertising, frequency capping, conversion tracking, reporting, and security and fraud detection.
- Transparency to users. The collection and use of the advertising identifier and commitment to these terms must be disclosed to users in a legally adequate privacy notification.
*Full Google Play policies are located here.