In the competition to come up with an industry standard replacement to UDIDs, Appsfire is claiming an early lead.
The company is pushing its open source OpenUDID technology, which is cross-platform, open - in terms of being capable of being shared by different companies in the ecosystem - and contains an user opt-out.
The only issue is that it uses the device clipboard in a way in which it wasn't designed, and that there are plenty of other replacement alternatives.
In the lead
Still, with consensus likely to proceed slowly, the news that OpenUDID is being used by 16 companies, plus Appsfire itself, puts it in a strong position.
Key supporters include the likes of W3i, Tapjoy, Apsalar, SponsorPay, Greystripe, AdColony, Adfonic and MoPub, which has just released research that suggests a 100 percent accurate device ID is worth around 18c of eCPM to the industry.
Significantly, though, while some of these companies are supporting OpenUDID, they're not doing so exclusively.
Adfonic, for example, is part of the rival ODIN working party, which has its own ODIN1 standard, while Fiksu's Craig Palli told PocketGamer.biz that he thought the industry would eventually use a first party cookie.
Also most of its supporters are ad mediation and monetisation companies rather than the larger advertising networks who will have a large part to play in the replacement decision.
[source: OpenUDID]
News
Contributing Editor
A Pocket Gamer co-founder, Jon is Contributing Editor at PG.biz which means he acts like a slightly confused uncle who's forgotten where he's left his glasses. As well as letters and cameras, he likes imaginary numbers and legumes.
Related Articles
Top Stories
News
Jun 9th, 2024
PocketGamer.biz Podcast Week in Mobile Games E15 - Star Wars: Hunters finally launches, the West's MOBA problem, and Xbox handheld rumours
News
Jun 7th, 2024
Week in Views - The hunt for the new Star Wars game, Xbox goes handheld, and cats versus monsters…
News
Jun 7th, 2024
Week in Views - The hunt for the new Star Wars game, Xbox goes handheld, and cats versus monsters…
News
Jun 7th, 2024
Metacore's Teppo Soininen: “Anybody who has put a game into soft launch knows there’s still plenty of space for f*ck ups.”
Events
Tribeca Games Festival 2024 | North America | Jun 5th |
Steam Next Fest: June 2024 Edition | Jun 10th | |
GamesForum Hamburg 2024 | Europe | Jun 11th |
WN Conference Istanbul 2024 | Jun 11th | |
ESI London 2024 | Europe | Jun 13th |
DevGAMM Vilnius 2024 | Europe | Jun 14th |
Game Con Canada (GCC) 2024 | North America | Jun 14th |
Indie Dev Play 2024 | Europe | Jun 14th |