What is GAID

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GAID is the Google Advertising Identifier, otherwise known as the Android Advertising ID. Learn more about GAID here: http://bit.ly/30FaudS. • Every Android device has a GAID, and advertisers use it to know when a user of that device has viewed an ad or clicked on an ad. If you subsequently install an app, make a purchase, or sign up for a service, advertisers can match up that GAID. That tells them which ads are working, what creative in the ads generate the most response, and what advertising channels are most effective. • You can think of it pretty much like a third-party cookie on the web. • It also can be used by adtech companies to track what the user of a device is interested in and where he or she goes. • Google has provided ways for Android users to increase privacy on their phones, however. They include opting out of personalized ads in your Android settings, which then means advertisers can’t get your GAID, or you can simply reset your advertising ID to essentially break tracking based on past activity. • Apple has its own version, the IDFA, and in iOS 14 is making that opt-in per app. There’s speculation Google will do something similar with the Android advertising ID, or abolish it entirely in favor of a new privacy-preserving attribution framework. • Have any questions about GAID? Let us know in the comments section below! • About Us: • Singular is a next-gen attribution company dedicated to helping businesses drive growth through unified marketing data, intelligent insights, and automation. Learn more about Singular at https://www.singular.net/. • #GAID #GoogleAdvertisingIdentifier #mobilemarketing

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