To improve user control, Google Play has introduced the advertising ID for apps, a resettable identifier for advertising and analytics. Ad companies may use this identifier to, among other purposes, personalize ads and understand app usage.

Users with unrestricted profiles can reset their identifier at any time by pressing "Reset advertising ID". This removes the current identifier and generates a new random ID.

Those users may also choose to “Opt out of Ads Personalization”. Apps will be instructed not to use the advertising ID to build profiles for advertising purposes or target the user with personalized ads.

Until all advertising networks transition to using the advertising ID, you may still receive personalized ads from some networks following an opt out.

Note: Restricted profiles on tablets do not have access to Google Settings and have “Opt out of Ads Personalization” turned on automatically.

Locate advertising ID controls on Android 6.0 and above

1. On your mobile device, open the Settings app .
2. Tap Google  Ads.

Locate advertising ID controls on Android 5.2 and below

1. On your mobile device, open the Google Settings app .
2. Tap Ads.

Google Account & browser settings

You can manage Ads Settings for your browser and Google Account by going to your Ads Settings (google.com/settings/ads ) page.