Google Play Services 4.0 Release
Article Summary
Google just dropped Android 2.2 support to unlock more powerful APIs. Google Play Services 4.0 brings major changes that will affect how you monetize and track users.
Google announced Play Services 4.0 in October 2013, marking a significant platform shift. With 97% of devices now on Android 2.3+, they're cutting Froyo support to enable future API improvements. This release bundles the Mobile Ads SDK directly into Play Services and introduces new user privacy controls.
Key Takeaways
- AdMob SDK now auto-updates through Play Services without app releases
- New anonymous advertising identifier replaces Android ID with user opt-out controls
- Geofencing adds dwell time and latency options to reduce battery drain
- Google Wallet Instant Buy opens sandbox access with loyalty points integration
- Maps API adds marker opacity, fade effects, and 3D building visibility
Google Play Services 4.0 centralizes ad delivery, introduces privacy-focused advertising identifiers, and improves battery efficiency across location services while dropping support for devices below Android 2.3.
About This Article
Google's Android ID system didn't give users much control over how their data was used for interest-based ads across Play apps. The company needed to modernize its advertising infrastructure while actually respecting privacy.
Google added a new anonymous advertising identifier to Play Services 4.0. Users could now reset it or opt out of interest-based ads through Google Settings, and apps could still make money without relying on personal data.
Developers got a standard way to keep monetizing their apps. Users got real transparency and control over their ad data. The Android ecosystem had a foundation for advertising that actually complied with privacy expectations.