Google collects device-specific information including unique device identifiers, browser settings, operating system, mobile carrier, and phone number when you use Google services including YouTube.
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Device identifiers and phone numbers are persistent identifiers that can be used to track users across services and sessions even when cookies are cleared, making them a foundational element of cross-device advertising profiles.
The updated policy makes several material clarifications about how Google links your activity across websites and apps. It shifts from describing analytics tools in isolation to framing them as part …
Google collects your device's unique identifiers and mobile number, which can be used to link your activity across devices and sessions for advertising purposes; this tracking is not easily interrupted by clearing browser cookies alone.
How other platforms handle this
Geolocation data, such as device location. Internet or other electronic network activity information, such as browsing history, search history, and information regarding a consumer's interaction with an internet website, application, or advertisement. Device identifiers, such as IP address, unique d...
When you visit the Careers portion of our websites, we collect the information that you provide to us in connection with your job application. This includes but is not limited to business and personal contact information, professional credentials and skills, educational and work history and other in...
American does not knowingly collect personal information directly from children – persons under the age of 13, or another age if required by applicable law – other than when required to comply with the law or for safety and security reasons. Due to the nature of our Services, we may collect travel i...
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"We collect information about the apps, browsers, and devices you use to access Google services, which helps us provide features like automatic product updates and dimming your screen if your battery runs low. The information we collect includes unique identifiers, browser type and settings, device type and settings, operating system, mobile network information including carrier name and phone number, and application version number.— Excerpt from YouTube Ads's Google Privacy Policy
REGULATORY LANDSCAPE: Collection of device identifiers and phone numbers engages GDPR provisions on processing of online identifiers as personal data, ePrivacy Directive requirements for accessing device storage (including identifiers), and CCPA/CPRA definitions of personal information which explicitly include device identifiers. The FTC has issued guidance on mobile device identifier use in advertising. Relevant authorities include EU DPAs, the UK ICO, and the FTC. GOVERNANCE EXPOSURE: Medium. Device identifiers are unambiguously personal data under GDPR and CCPA, and their use for cross-device advertising profiling requires a valid lawful basis under GDPR. The collection of phone numbers as a device identifier creates additional sensitivity given its use in identity verification and potential for cross-context linkage. JURISDICTION FLAGS: EU and UK users are protected by both GDPR and the ePrivacy Directive regarding device identifier access. California users have CCPA rights covering device identifiers as personal information. Illinois users may have additional protections where device biometric or unique identifier data intersects with BIPA. CONTRACT AND VENDOR IMPLICATIONS: Organizations integrating Google SDKs or advertising tags into their mobile applications should assess whether device identifier collection by Google through their app requires disclosure in the app's own privacy notice and App Store privacy label. Mobile app developers should review their data processing agreements with Google regarding SDK-level identifier collection. COMPLIANCE CONSIDERATIONS: Compliance teams should audit all Google SDKs and tags deployed in their digital properties to understand which device identifiers are collected and transmitted to Google. Mobile app privacy labels (Apple App Store, Google Play Store) should accurately reflect device identifier collection by third-party SDKs. GDPR consent mechanisms should cover device identifier collection where required.
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Device identifiers and phone numbers are persistent identifiers that can be used to track users across services and sessions even when cookies are cleared, making them a foundational element of cross-device advertising profiles.
Google collects your device's unique identifiers and mobile number, which can be used to link your activity across devices and sessions for advertising purposes; this tracking is not easily interrupted by clearing browser cookies alone.
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