[note: this is technical post for iOS developers, publishers and ad networks]
Do you remember all the fuss about UDID? Yup, the dust has settled on this one, like most things. But today is the right day to revive the topic!
UDID tracking posed a number of ethical and user privacy concerns a few years back, yet it was the most efficient way for advertisers to track the efficiency of their campaigns.
This short blog post will briefly cover the past, the present and the future of such identifiers, especially as applied to advertising tracking.
In a few days, many of us are expecting the formal announcement of iOS 7 at the WWDC keynote. Whether or not iOS 7 is announced, the reality is that iOS 6 adoption has by now eclipsed previous iOS instances and iOS 7 will put a nail in the coffin in terms of iOS5 and lower versions, which should plunge well below the 10% watermark.
By way of inference, and given the fact that the uniqueIdentifier API (aka UDID) is now private/forbidden, we can safely say that the advertisingIdentifier API is almost universally appropriate to track ad unit conversion rates…
[and for anything else, there is the vendorIdentifier API – the MAC address is not an option, it’s a big NO NO!]
So, what does this mean for OpenUDID, the open source drop-in replacement brought to you by Appsfire that helped bridge the gap since the summer 2011 deprecation of UDID with the announcement of iOS 5?
Well, it’s quite simple: It’s now time to deprecate OpenUDID as well!
No rush, no guillotine, no deadline – in fact deprecation doesn’t strictly apply to open-source projects!
In fact, OpenUDID might at the fringe remain useful for a little while longer as part of iOS 4 and iOS 5 support, each with a rapidly shrinking user base.
In clearer terms though, the essence of this post is to suggest that all efforts to integrate/improve OpenUDID should cease now.
advertisingIdentifier works well and was the right move by Apple. It is also now time to start implementing the advertisingTrackingEnabled logic; don’t wait until Apple formally requires it!