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New Application from Sponsormob to Replace UDID Tracking

April 05, 2012

New Application from Sponsormob to Replace UDID Tracking

By Anuradha Shukla
TMCnet Contributor

Sponsormob has adapted its system to track apps through the use of an encrypted hash of the device's Media Access Control (MAC) address.

The Germany-based company made the move in response to the change in Apple's tracking approval requirements. Sponsormob’s new tracking method replaces that of tracking the device's UDID, its "Unique Device Identifier," or serial number.

UDID tracking has often been misused to collect and exchange user data, and through this new technology Sponsormob can continue to provide highly targeted advertising on mobile in a secure manner.

“We at Sponsormob welcome this change, as we never used unencrypted UDIDs to track apps,” said Sponsormob CEO Peter Glaeser. “Within the Sponsormob network, user data is tracked anonymously, as we place an emphasis on the privacy of user information and are not interested in the specific details of each individual user.”

Apple (News - Alert), noted Sponsormob, no longer approves new apps that are tracked with the device's UDID to track apps, and although existing apps are not affected, new and updated apps will need an alternative method of tracking in order to be approved by Apple for listing in the app store.

Founded in 2006, Sponsormob is a solution provider for performance-based advertising on mobile devices aiming to help advertisers and agencies gain reach with highly targeted mobile-ads using data-driven technology.

The company was in the news last month when it announced its Click-to-Call will be now launched in the United States by call performance marketing platform RingRevenue.

Edited by Braden Becker

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