Life after UDID: Fiksu on board with Apple's Advertising Identifier

Mobile marketing platform Fiksu has updated its SDK to support the Advertising Identifier  Apple's new user identification system designed to replace UDIDs.

Introduced in iOS 6, the Advertising Identifier is billed as a "non-permanent, non-personal, device identifier", with version 3.0 of Fiksu's SDK enabling mobile marketers to run existing attribution techniques alongside it.

The transition

"To be effective, the new identifier needs to be adopted broadly by the ecosystem consumers, ad networks, real-time bidding exchanges, publishers and advertisers," explained Fiksu's VP of business development and client services Craig Palli.

"We expect the transition period to take several months before the UDID is ultimately replaced by the Advertising Identifier."

Interestingly, with the launch of iOS 6, Apple has given its users the option to 'limit ad tracking', thereby preventing ad networks from gathering the information required to serve targeted ads.

Exactly how this will impact networks such as Fiksu remains to be seen.