OpenUDID is an independent and open-source effort; nevertheless, Appsfire is by default the primary sponsor of this effort, with one single goal: to try and help the mobile advertising industry at large to navigate the post UDID-deprecation era. From time to time, journalists come to us with questions. Here is a compiled Q & A.

Would you describe the current status of post UDID user tracking environment?

The environment is feeling the pressure right now because the deprecated API is almost inevitably turning into a private API, anytime soon. It is rumored that apps are now being rejected because their use of UDID or will be rejected for that reason. Typically, an API goes from deprecated to private/removed after the next major OS release. So if iOS 6.0 is announced at the upcoming WWDC, then it could mean the definite end of UDID as we know it.

Which is fine. […]Read more


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


With the introduction of iOS 5, Apple implicitly indicated that it will soon remove the ability for developers to access the unique device identifier, also known as UDID. While not the most important API in the entire iOS SDK, many in the app ecosystem have grown dependent on this UDID, for legitimate aggregate measurement needs, not for individual tracking purposes. The problem is real and yet both sides of the solution (!) have legitimate claims. A recent article on TechCrunch articulates the mobile conundrum very well.

In anticipation of this imminent restriction (which in some cases already appears to be enforced as alluded to here or here), a number of actors have adopted a substitute open-source approach that Appsfire helped bootstrap: […]Read more


All app developers know it: it is hard to get discovered. But it will get worse before it gets better. Why? because there is more and more apps and because the native discovery mechanism built in the App Store are limited.

Rankings – regarded as the most popular discovery mechanism – are limited and gamed: as we saw recently many companies are using different systems through bots and or incentives to reach top rankings. And many companies spend hundreds of thousands of dollars per month to reach the App Store top visibility.

But really. How many different apps get really discovered through what is considered to be the TOP 25 rankings?

This is what we (Appsfire) wanted to find out. We surveyed all the […]Read more


Well, well!

Black Friday has reached even the app store. After all, the app store is a store like any other stores.

But it is not easy to realize how intense is the “black friday”, because there is no “Special Sales” section to discover those “deals” in the App store.  But those of you who browse the app store have probably noticed an unusual amount of apps that have shifted their price for the week end, probably in order to generate more attention, downloads, ratings or simply just say “thanks” to App downloaders. Developers use “price shifting” all the time. But Black Friday sees a logical acceleration.

So we decided to take a closer look. As a matter of fact, we constantly take a closer look in order to bring you the best […]Read more