The first signs of a coherent industry response to the UDID deprecation situation have been announced with the formal launch of the Open Device Identification Number (ODIN) working group.
Lead by Velti, it includes Jumptap, RadiumOne, MdotM, StrikeAd, Smaato, Adfonic and SAY Media.
Its stated goal is to develop an alternative secure anonymous device identifier for the mobile advertising industry.
First step
Initially, the supporting companies will be rolling out with the cross platform ODIN1 standard, which works across iOS, Android and Windows Phone devices, creating an ID that's hashed to ensure privacy on a device-level.
In terms of iOS devices, it generating an ID derived from the MAC address, which is obfuscated to protect user privacy.
However, with the assumption that Apple will in time stop the use of MAC addresses, the working group is looking into other solutions.
It says it's technology agnostic.
Yet, it points out that ODIN1 is an important step from the industry in terms of creating a more secure and efficient approach to consumer privacy.
Play nice
Aside from technical replacement to UDIDs, the working group also acknowledges that enabling consumers to opt-out of targeting advertising is a top priority.
Similarly, it affirms its commitment to help address privacy issues and to propose solutions to privacy concerns as the industry evolves.
In this matter, it's working with leading privacy organisations including the Digital Advertising Alliance, TrustE and Evidon.
"By creating industry standards and best practices through ODIN, leaders in the mobile advertising industry will have a better foundation for providing consumers with targeted and relevant content in a safe and secure manner," said Krishna Subramanian, Velti's CMO.
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.
Top Stories
as
News
10 hours, 8 minutes ago
Nexon banks on big Dungeon & Fighter Mobile China launch as Q1 revenue declines
as
News
11 hours, 18 minutes ago
Netmarble cuts losses but revenue falls in Q1 after lack of new game releases
Feature
May 14th, 2024
Matej Lančarič's Squad Busters deep dive: Under the skin of 2024's biggest launch yet
Feature
May 14th, 2024
53 top mobile games in soft launch: Squad Busters, Battle Guys: Royale, Plants vs. Zombies 3, LEGO Hill Climb Adventures, and more
Events
Valencia Indie Summit 2024 | Europe | May 16th |
Mobidictum Meetup Berlin May 2024 | Europe | May 16th |
Digital Dragons | Europe | May 19th |
GamesBeat Summit 2024 | North America | May 20th |
Mobidictum Meetup Tallinn May 2024 | Europe | May 21st |
Nordic Game Spring 2024 | Nordic | May 21st |
Impact 2024 - Indie Games | May 23rd | |
Morocco Gaming Expo | Africa | May 24th |