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
28 minutes ago
Supercell CEO Ilkka Paananen joins LEGO’s board of directors days after Squad Busters’ soft launch
News
1 hour, 46 minutes ago
A Thinking Ape lays off staff across game design, software engineering, art teams and more
Feature
55 minutes ago
King’s Paula Ingvar: a games industry journey from "I’m not worthy!" to Candy Crush Soda’s VP of product
Feature
5 hours, 5 minutes ago
Hot Five: Supercell’s Squad Busters levels up, retro Nintendo on iOS, and Genshin Impact’s worst month yet
News
Apr 26th, 2024
Week in Views - Squads busted, Apple crushed, War zoned and Snoozin' with the Snorlax…
Events
Dubai GameExpo Summit 2024 | Middle East | May 1st |
The MENA Games Industry Awards 2024 | Middle East | May 2nd |
GameDev Atlantic 2024 | May 4th | |
Mobidictum Meetup Berlin May 2024 | Europe | May 7th |
Mobidictum Meetup Tallinn May 2024 | Europe | May 21st |
Israel Mobile Summit 2024 | Middle East | Jun 6th |
WN Conference Istanbul 2024 | Jun 11th | |
DevGAMM Vilnius 2024 | Europe | Jun 14th |
Popular Stories
News
Apr 23rd, 2024
Supercell’s Squad Busters soft launches today with over 100,000 Google Play downloads
News
Apr 25th, 2024