Why Advertisers Will Have Issues With iOS 7

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By Brian Mossop

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Yesterday, AppLift reported a seemingly overlooked consequence of the changes made in iOS 7: Every device now has a MAC address with the value 02:00:00:00:00:00, which means advertisers can no longer target users based on this particular network interface.

Coupled with the decline of UDID (Unique Device Identifier), advertisers will have to rely on the IDFA (Identifier for Advertising), which users can reset or deactivate.

“This means in practice that from iOS 7 onwards, hard device identifiers will completely stop serving for advertising and tracking purposes,” according to AppLift.