How App Marketing on iOS will change: the transition from UDID to Advertising Identifier
I wrote a post last week about how iOS 6 and Apple’s IFA affects mobile app developers. Turns out that Apple has since changed the name (for the better) from identifierForAdvertising or IFA to simply “Advertising Identifier”. Suppose the acronym will be AI. Or maybe everyone will just say “Advertising Id’s.”
This week Fiksu did a great webinar and presentation for app developers on “How App Marketing On iOS Will Change.” The whole deck is worth reading but here are the two slides that stuck out to me:
The transition from UDID to Advertising ID’s will take some time. First the ad networks have to update their SDKs to include Ad Id’s. Then publishers need to allow for the passing and integrate the new network SDKs into their apps. And finally users need to upgrade to iOS 6 and update all their apps.
But the good news is that iOS 6 adoption is happening very fast. Apparently faster than any iOS update to date. Maybe it’s because people want to try the new Apple Maps app and complain about it.
The other good news is that Apple is making the implementation very easy. Instead of developers passing the UDID they can pass the Advertising ID in its place. Or more accurately, pass both in the interim.
It’s good to see companies like Fiksu talking about this more. It’s an important topic for app developers.
I’m just glad to see we’re well on our way.
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