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UDID controversy

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iOS mobile ad revenues could sky-rocket this year as UDIDs are replaced by IFAs, says marketer



Apple’s early decision to address privacy concerns about the collection of personalised data gives it a head-start in the new mobile ad race, argues marketeer Gregory Kennedy in a Gigacom blog.

Some background is probably useful here. Every iOS device sold has a unique ID code known as the UDID (Unique Device IDentifier). Many app developers used this 40-character code to identify you for various purposes, some of them perfectly legitimate, such as storing push notification settings and logging usage statistics …