This bulletin is relevant to app owners marketing Android apps to users without Google Play Services/GAID on their devices. Typically, this relates to Android devices marketed in China.
|Publication date||Who is impacted||What's affected|
|November 3, 2019||
App owners marketing their app to Android users in China/devices without GAID
|November 3, 2019||Huawei|
|January 6, 2020||Xiaomi|
Technology changes impact app owner ability to identify app users in the attribution process: Access to the IMEI is restricted starting with Android 10 (API level 29). As a result, app owners can no longer rely on IMEI as a unique identifier for attribution in newer Android devices.
During late 2019, Huawei announced that the Open Advertiser Identifier (OAID) is supported in devices, starting with HMS 2.6.2. Market indications are that OAID will be adopted by additional device manufacturers. As such, it looks like OAID will become the standard identifier in China for attribution.
OAID a non-permanent device identifier that can be used to provide users with personalized advertisements while protecting their personal information.
How this affects you
In newer devices, meaning those with API level 29 and above, you will no longer be able to attribute using IMEI as it is generally no longer accessible to apps. This necessitates the use of a different unique identifier, being the OAID.
What do you need to do
- Continue to implement IMEI as you do today.
- This is described in the out-of-market attribution guide for China.
- This ensures that older devices with legacy Android versions and without OAID continue to be attributed.
- Implement OAID. This will enable the attribution of newer devices provided that the device manufacturer, implements OAID.
To implement the recommendations: