The article discusses the issue of UDID (Unique Device Identifier) and its impact on mobile app developers, particularly those who rely on tracking user behavior to generate revenue. Apple’s decision to phase out UDID has left many developers scrambling to find alternative solutions.
AppRedeem, a startup that provides analytics and marketing tools for mobile apps, has developed an alternative solution called ODID (Open Device Identifier). ODID is designed to be more transparent and privacy-friendly than UDID, while still providing the necessary information for app developers to track user behavior.
The CEO of AppRedeem, Rip Empson, notes that many companies are working on finding solutions to replace UDID, including TinyCo, Zynga, GameLoft, and others. However, there is currently no widely accepted replacement solution, and app developers are struggling to adapt to the change.
Empson argues that the industry needs a better alternative to UDID, one that balances consumer privacy with advertisers’ tracking needs. He believes that ODID can fill this gap and provide a more sustainable solution for mobile app developers.
Some possible solutions mentioned in the article include:
- ODID: AppRedeem’s open-source alternative to UDID, designed to be more transparent and privacy-friendly.
- Synthetic data generation: Rockfish is helping enterprises generate synthetic data to replace real user data.
- Protocol-based social media: Mastodon CEO Eugen Rochko advocates for building social media on protocols rather than platforms.
The article highlights the challenges facing app developers and the need for more sustainable solutions that balance consumer privacy with advertisers’ tracking needs.
