Google updates AdMob SDK, includes the option to use UDIDs

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| May 10, 2012

Do you remember all the fuss about Apple deprecating UDIDs a couple of weeks ago?

Only Apple hasn't actually deprecated UDIDs.

Still, the mobile advertising and monetisation industry decided that it wasn't going to use UDIDs any more, with many different alternatives being thrown up.

Targeted

In that context, it's rather surprising that Google's ad platform AdMob has decided to updated its SDK, including the option to use UDIDs.

"We are also releasing an optional version of our SDK for iOS that includes the UDID parameter," wrote product manager Chrix Finne.

However, it pointed out that "apps utilising this version must obtain appropriate user consent for sending device identifier information in compliance with relevant iOS policies."

The point seems to be that while Apple isn't rejected apps using UDIDs, it provides the most accurate way to track users, installs and incentivised actions.

For example, ad network MoPub calculated that losing UDIDs could cost the industry 24 percent of its revenue.

[source: Google]

Jon Jordan

A Pocket Gamer co-founder, Jon can turn his hand to anything except hand turning. He is editor-at-large at PG.biz which means he can arrive anywhere in the world, acting like a slightly confused uncle looking for the way out. He likes letters, cameras, imaginary numbers and legumes.

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