How has the industry replaced UDIDs? PG.biz lists who's doing what and the alternative approaches

So what's the deal when it comes to UDIDs?

Some developers say they've had app updates rejected by Apple because they use UDIDs.

Other argue this is not because of UDIDs per se, but because users don't have the option of opting out of particular implementations.

No matter, Apple said it would be deprecating UDIDs months ago, so most of the industry has, or in the near future, will stop using UDIDs.

Various different technologies are being used instead; we've listed the publicly available knowledge about the approach each vendor is taking.

AdColony
Has updated its SDK with what it calls a non-UDID version. Hasn't detailed exactly what.

Adfonic
The mobile ad network is taking a multi-focused approach.

It's supporting both OpenUDID and ODIN as well as implementing AD-X's technology in terms of tracking, although it points out this isn't a specific UDID replacement.

It also says it will be looking to support various homebrew cookie and HTML5-based approaches.

Also part of the ODIN working group.

AdMob
The Google-owned platform has updated its SDK.

It hasn't provided details other than to say "This new version of the SDK is consistent with Apple’s reported decision regarding developer usage of the universal device identifier (UDID)."

AdTruth
Its DeviceInsight fingerprinting technology is being used by companies such as MdotM to track in-app and mobile web activity.

AppRedeem
The mobile video ad network is using its own Organisational Specific Device Identifier (ODID).

It claims this enables developers to track users without associating that data with a handset's specific MAC address.

Appsfire
Uses the OpenUDID open source standard, which enable users to opt out or reset their ID.

However, this has certain issues as it uses the iOS platform’s clipboard to pass tracking data between applications, which is an unintended use of those APIs. This means Apple might stop its use. Also any third party can read or write this value and reset it without a user’s knowledge.

Apsalar
The behavioural tracking and analytics company is using ODIN1 for reasons of market reality, and OpenUDID, on which it places its longterm hopes.

Crashlytics
Was involved in OpenUDID but now the company is pushing its SecureUDID standard as an industry solution to replacing UDIDs.

It argues that it enables developers to differentiate between devices, but because developers aren't sharing a universal ID (merely a per developer ID), it protects user privacy.

Fiksu
The user acquisition platform is supporting everything from cookie and fingerprint tech to MAC addresses and OpenUDID and SecureUDID.

Flurry
Has updated its SDK to provide a version which doesn't use UDIDs, but isn't recommending all developers to switch yet.

Greystripe
Ad network has updated its SDK using MAC addresses, but says it's working with the industry for a longterm solution.

InMobi
Releasing new SDK this week. It will 'primarily' use the Open Device Identification Number (ODIN) standard.

This is a cross plaform technology (iOS, Android, Windows Phone) that uses MAC addresses for iOS devices, although the point of an ODIN is that it doesn't reveal any information about the originating device's user, make, model, etc.

The initiative also has a fall back plan in terms of ODIN2, which is a non-guaranteed device identification system but will be complex to implement.

inneractive
Has updated its iOS SDK to use MAC addresses.

However, it planning for other solutions, in assumption that Apple will also ban the use of MAC addresses in future.

madvertise
The German mobile ad network has announced its own unique device detection system, which will be to track devices and users across web and apps.

MdotM
The monetisation network (also a founding member of MATA) is using hashed MAC address.

It notes that the "consensus is that using a secured hash of the phone's MAC address is the best alternative.

"With this solution, advertisers will have the same robust and scalable tracking capabilities that are currently available through the use of UDID".

It's also part of the ODIN working group, so will be supporting ODIN1, while its own SDK uses AdTruth's DeviceInsight fingerprinting technology.

Millennial Media
The ad network hasn't formally announced its approach, but it already has an opt-out process for consumers (including iOS devices and UDIDs, suggesting apps using its SDK won't be affected by Apple's current stance.

Mobclix
Part of Velti, hence onboard with the ODIN1 specification.

Mobile Acquisition Transparency Alliance
Set up by Kontagent, and supported by Chartboost, Playhaven and MdotM, it says it's UDID agnostic.

MoPub
Has always used what it calls 'one-way hashed' UDIDs. This continues and it now also offers the drop-in option to use OpenUDID within its SDK.

Nexage
The company has explained its thinking in a long and detailed blog post, but is basically moving to hashed MAC address in the short term. It says ODIN and OpenUDID 'hold much promise.

Opera
Via its AdMarvel network, Opera is pushing its own solution, App-Tribute, a way of tracking app downloads and installs across iOS and Android.

Playhaven
The monetisation platform is supporting multiple IDs including OpenUDID via a new SDK which maps them to its own Playhaven ID.

Smaato
Mediation layer is part of ODIN working group, and has released a new SDK, which supports ODIN-1 and OpenUDID.

SponsorPay
Has updated its SDK, enabling companies to use multiple standards including OpenUDID and SecureUDID.

Tapjoy
Originally released its SDK 8.1, which uses MAC addresses as "part of a workable solution".

It's since updated this with SDK 8.1.8. which adds support for OpenUDID.

Velti
The owner of moblix and various other mobile ad networks has updated its SDK using ODIN.

It says its goal is to ensure that ODIN becomes a standard solutionfor the industry, although admitting it's just a "first step".

Indeed, it's now been revealed as the leader of eight company, known as the ODIN working group.

W3i
Monetisation network is using various solutions, including OpenUDID.