InMobi will update SDK, replacing UDIDs 'primarily' with ODIN1
Alongside other features - including support for in-line video ads - it removes the use of UDIDs, the device identifier that Apple has announced it will be deprecating.
Available on 6 April, InMobi says it 'strongly recommends' using the new SDK 'as soon as it becomes available'.
Get behind me
According to a statement on the company's website from developer community manager Terence Eden, InMobi is behind Apple's move to stop use of the device ID.
"Frankly, it's well overdue," he says.
"Users want their privacy respected, app developers want to know if their advertising campaigns have been successful, and ad networks (like InMobi) want to make sure we're sending relevant adverts to users.
"UDID was the easiest way for people to do all of that - but it wasn't very respectful of privacy. So it's going - and good riddance to it."
In terms of what InMobi is using to replace UDIDs, however, the situation becomes more complex.
"So, what's replacing UDID? Primarily, we're looking at ODIN1 which completely avoids UDID. In addition, ODIN1 is only ever transmitted using SSL, so no one can spy on it," Eden writes.
But looking at the specifications for the cross platform Open Device Identification Number (ODIN), it becomes clear that it relies on MAC address, albeit device anonymised.
Some companies have suggested these will soon be banned by Apple; again due to concerns about personally identifiable information.