App monetisation company Tapjoy became the latest company to announce its support for OpenUDID, an initiative created in response to Apple’s decision to end support for UDIDs as user identifiers.
The company said it will support OpenUDID to provide developers with a “second option” to track users, noting a key advantage of the technology is that “OpenUDID allows consumers the choice to opt-out of the process.”
In a blog post, Tapjoy said: “OpenUDID benefits developers by providing the continued ability to attract new customers via a model that can be optimised toward those users who will most likely connect with their applications. App developers can also continue to leverage this model as a great way to enable consumers to unlock in-app content via an ad-sponsored mechanism.”
The OpenUDID initiative was kicked off by app discovery company Appsfire late last year, after Apple announced its plan to depreciate UDID from iOS5 onward. It is being promoted as an industry-wide initiative, spanning Android and iOS, with user opt-out included as an option from the outset.
The ability to track users enables developers to access a number of important user metrics related to usage, and is used to enable more focused mobile ad campaigns. However, this has led to privacy concerns either where this is not opt-out, or tied to device identifiers which cannot be changed.
Earlier this year, TechCrunch reported that Apple had begun rejecting apps which used UDID during its approval process.