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Anonymous Device Identification Update

Laura Director, Marketing
March 29, 2012

As you know, Apple has signaled it will be deprecating access to UDIDs. Over the past 6 months, we have been leading the effort to develop an alternative anonymous device identifier in response to the changes, along with several industry leaders. We’d like to take a moment to share our plan and recommendations for adjusting to new expectations surrounding UDID use.

Part One: ODIN

Open Device Identification Number (ODIN) is our working solution; it was designed to uniquely identify user devices in a convenient and interoperable manner, and makes it possible to continue conversion tracking and frequency capping. Documentation on the ODIN protocol can be found here: http://www.odinmobile.org.

Part Two: Updated SDK

We plan to release an updated iOS SDK to our developers on April 2nd, which will pass the ODIN value.


To help developers comply with Apple’s currently stated policies around user privacy, we are proactively providing guidance to developers on how to update their EULA. The language will make it clear to users that the application passes UDIDs for advertising purposes, and will obtain user consent before this information is passed.

Part Three: Upgrade APIs

We request that all demand partners prepare to receive the ODIN value that the updated SDK provides. Once the SDK is released, we will work with each partner individually to ensure that all systems are functioning properly.

Our Recommendations to Demand Partners

Guidance on UDID Use

Currently, applications that are not going through Apple’s submission process for updates seem to still be able to use UDIDs without EULA updates. We believe that with our proposed EULA adjustments, recently updated apps will also maintain the ability to provide the UDID at this current time. For these reasons, we recommend demand partners continue to leverage the data they already use. Please note, this is subject to change due to policy and industry changes that may occur. We will be sure to update you as frequently as possible.

Move Quickly

We acknowledge that Apple could change the landscape again without much warning. Our goal is to ensure ODIN becomes a standardized solution for the industry. This is just the first step in creating a more secure and efficient solution. We are fully committed to working to solve this issue as a group and to be nimble as the industry continues to evolve.

If you have any questions, please contact us at: mobclixrfp@velti.com.

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