An Advertising ID (AAID) is a unique identifier assigned through Google Play Services. Apps that include advertising SDKs can read the same identifier across different apps. This allows ad networks to connect activity from one app, such as a fitness tracker, to other apps and games, creating a growing profile. The profile can include installed apps, usage frequency, ad views and clicks, device model, general location, and daily usage patterns. The collected data is sold to data brokers, which combine it with other sources to predict interests and likely purchases. Deleting the identifier is stronger than resetting because resetting generates a new ID while tracking continues and new data accumulates.
"it has one function, to let apps an data brokers follow your progress form app to app, build a profile of your habits, and serve you ads based on that data. Deleting it, luckily, only takes 10 seconds, even though Google buries the option several menus deep."
"Any app running an ad SDK (e.g., most free apps) can read this ID. Since it's the same across all your apps, ad networks can link your behavior in one app, like a fitness tracker, to another app or game, stitching it all together into a single profile that grows as you use your phone."
"It can include which apps you have installed and how often you use them, ad views and clicks across every ad-supported app, your device model and general location, and the patterns of when you use your phone the most. That data is then sold to data brokers who aggregate it with other sources to build a detailed picture of who you are and what you're likely to buy."
"Resetting will generate a new random ID, which breaks the link to your past activity. Ad networks have to start rebuilding a profile from scratch, which is a partial win, but the ID stays active and new data starts accumulating."
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