OpenUDID adoption has accelerated in the past few weeks and seems to have reached a sort of critical mass. In fact, a study by Fiksu shows OpenUDID as the most widely adopted “universal” alternatives (i.e. one that does not presupposed prior agreement between parties).

The picture featured on the OpenUDID GitHub (below) shows a variety of known industry players that have adopted the initiative: analytics companies, advertising networks, authority bodies as well as other value-adding SDK publishers. Others are in the process of integrating OpenUDID.

This is good news for the industry because it means that some sort of “common” ground and exchange token can be used to resume business as usual. But not only: OpenUDID is putting the user back in […]Read more


The mobile app ecosystem is still a wild jungle. See how people debate about the absence of consistent tracking solution and the UDID access.

One of the thing we observe is that many apps who run advertising do not stand by what is considered now a standard practice on the web. Advertising should be marked as such and users should know when an ad is an ad.

Would you imagine Google display sponsored search results and mixing it with its own search organic search results? Would you like to see Facebook ads not marked as Facebook ads and make you believe this is a native information brought to you by Facebook?

How can users know advertising is advertising if […]Read more