Report: Apple planning UDID replacement - Mobile World Live

Report: Apple planning UDID replacement

11 JUN 2012

Apple is reportedly set to introduce a new way for developers to track users, which the Wall Street Journal (WSJ) said is “the company’s latest attempt to balance developers’ appetite for targeting data with consumers’ unease over how it is used.”

The company’s plans have been in the spotlight since its decision to stop supporting the use of Unique Device Identifiers (UDID) to track users. In the interim, several alternatives have been launched, including solutions to enable developers to monitor users across iOS and Android.

According to the WSJ, the new regime will use an anonymous identifier that will not be tied to a specific handset. Part of the criticism about UDID is that it is tied specifically to a handset, using information which users cannot control.

Other details of Apple’s plans have not so far been discussed. It has been suggested that it will reveal more information at its Worldwide Developers Conference this week.

User tracking is an important feature for developers in order to deliver targeted advertising, to support ad-funded apps. It also enables the delivery of targeted content.

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Steve Costello

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