When you do, Google will then helpfully remind you that ads help keep many services free - which is also an argument Google makes for today’s changes. You can turn this off and opt for non-personalized ads in the Android ads settings by deleting your advertising ID. Simplified, you can think of the advertising ID as Android’s version of cookies. Typically, on Android, advertisers use Google’s advertising ID to serve personalized ads and track your behavior across applications so they can, for example, attribute a purchase you made to an ad you clicked on. Google says the current system will remain active for “at least” two more years while it tests these new systems. If you’re in the advertising ecosystem, though, don’t despair just yet. Now, with many of the initiatives around Chrome still in flux, Google also plans to expand many of these tools to its Android operating system - and that will likely have a profound impact on the advertising industry. Google’s Privacy Sandbox initiative for its Chrome browser hasn’t exactly been an unmitigated success, but it has definitely kicked off a healthy discussion about online privacy - and the company’s own role in the advertising ecosystem.
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