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Google Makes Move to Use Mobile IDs for Tracking


According to ClickZ, Google is getting ready to offer behaviorally targeted ads on their network of iOS and Android applications. To do so, they’ll have to begin tracking the “device identifier” which are unique to every mobile phone.

The article states that other companies already tap into this mobile-app cookie system, but Google has been reluctant to go there due to privacy issues. Apparently, they’re reluctant no more.

A Google spokesperson told ClickZ,

“Over time, we’ll be able to enable things like frequency capping, spam filtration, improved conversion measurement and serving ads based on topics of interest, all of which will help us display the most useful in-app ads; minimize the number of irrelevant in-app ads shown; and improve in-app advertising for users, advertisers and developers.”

All of which are good things for both advertisers and consumers, though consumers are likely to balk at the idea when they realize what’s going on. To combat this automatic distrust, Google says they will offer an opt-out system, but its unlikely that mobile users will flock to the website to remove themselves.

The truth of the matter is, most mobile users won’t even know it’s happening. Meanwhile, advertisers will have a better handle on who sees their ad, when they see it and how its counted. All of which means, their advertising dollar will be better spent.

Does the idea of mobile phone ID tracking bother you?