Google to Use "device identifier" to Target Mobile Advertising, Intros New Privacy Controls for Mobile Users

As of date, Google hasn't used the mobile handset UDID "device identifier" to target mobile advertising via its AdSense for mobile and AdMob networks. But, now Google has decided to use the "device identifier" that'll enable the company to do frequency capping, behavioral targeting and better conversion tracking.Seeking to avoid others' mistakes and "do the […]

As of date, Google hasn't used the mobile handset UDID "device identifier" to target mobile advertising via its AdSense for mobile and AdMob networks. But, now Google has decided to use the "device identifier" that'll enable the company to do frequency capping, behavioral targeting and better conversion tracking.

Seeking to avoid others' mistakes and "do the right thing" Google wisely wants to ensure consumer privacy controls are in place that give people the ability to opt-out of more precise ad targeting.

Google's privacy plan involves the following safeguards to protect against collection of "personally identifiable information":

  • Double-anonymization of the device identifier (hashed before sent to our server, then mapped to an anonymous ID)
  • Easy opt-out (in Android market settings for Android users, and Google search app for iOS)
  • In-app notice, through ads running across AdSense and AdMob in-app networks that all users will see.

"double anonymization" will prevent Google from seeing actual UDIDs. Consumers will be able to opt-out through the Android market and iOS settings for the Google search app.

The company will be running ads on AdSense for Mobile and AdMob's network to educate users about the new privacy controls and the option to opt-out. Here's an example banner that might appear:

Here're a few screens that show privacy controls and explanations that'll appear in the Google search app for iOS:

[Via: SEL]