MoPub: Without UDIDs mobile ad prices could plummet by 24%
Apple’s Unique Device IDs (UDIDs) phaseout could cause mobile advertising prices to drop by 24 percent according to according to a new study from mobile advertising marketplace MoPub. The company is cautioning that unless a UDID substitute is found soon, the drop in advertising prices will cut into app developer revenues.
UDIDs — the unique 40 digit alphanumeric codes assigned to every iOS device — have become the data backbone of the mobile advertising industry because they provide a simple, universal way to track users, installs, and measure ad campaign performance.
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