What is a device ID in mobile technology?

A device ID is a unique identifier assigned to a mobile device, used for tracking and analyzing app installations and in-app activities without revealing any personal user information.

How do device IDs differ between Apple and Android?

Apple devices use the ID for Advertisers (IDFA), and Android devices use the Google Advertiser ID (GAID). The main difference now is that Apple requires user consent to access IDFA, while Android devices provide GAID access more freely.

Why are device IDs important for marketers?

Device IDs are crucial for marketers as they enable deterministic attribution, providing an accurate picture of user behavior. They also help with personalized advertising, user segmentation, and detailed analysis of app engagement, all while maintaining user privacy.

What impact have privacy changes had on device IDs?

Privacy enhancements have made it more challenging for marketers to collect comprehensive user data for targeted advertising. This is particularly true on iOS, where the App Tracking Transparency (ATT) framework requires app users' consent to share their device ID.

How can marketers adapt to the privacy-first landscape without device IDs?

Marketers can use aggregated data, SKAdNetwork for app install attribution, machine learning for predictive analytics, incrementality testing for measuring campaign effectiveness, and web-to-app flows to navigate the privacy-first landscape effectively.

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Glossary

Device ID

Identifier for advertisers (IDFA)

Mobile measurement partner (MMP)

Postback

Return on ad spend (ROAS)

Cost per click (CPC)

Data management platform (DMP)

Retention rate

PVOD (Premium video on demand)

vMVPD (Virtual Multichannel Video Programming Distributor)