Will Google do the same thing on Android by removing the GAID?

We think this is likely to happen at some point. Because Google has such such extensive interaction directly with end users, they're in the unique position of having platform-wide visibility on Android without relying on GAIDs, it's in their best long-term business interest to get rid of it. Now that Apple has broken the ice, and provided the rationale of privacy for doing so, Google has no reason not to do the same thing.

This means that the mobile industry should prepare for a future in which there are no persistent, platform-wide identifiers. For now, Branch will continue using GAIDs because this provides the most accurate measurement. If and when Google removes GAIDs or takes a similar regulatory approach to Apple, our iOS compliance paradigm and predictive modeling algorithm will be ready to fill in the gap.


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