Device ID
A device ID is a unique, anonymized identifier for every smartphone or tablet, used by apps for server communication. With growing privacy concerns, the industry is shifting towards aggregated rather than user-level data. This shift was highlighted by iOS 14.5's launch in April 2021, introducing Apple’s App Tracking Transparency (ATT) framework, requiring developer permission to access a user’s device ID.
Types of Device IDs:
- iOS. Known as the Identifier For Advertisers (IDFA), it comprises a unique alphanumeric sequence. Post-iOS 14.5, users can choose to share their IDFA with apps.
- Android. Known as the Android Advertising ID (AAID), it can be found and reset in the device's settings. Android 12 limits AAID access for users who opt-out of ad personalization, marking them as ‘Limited Ad Tracking’ users.
Importance of Device ID:
Device IDs allow for precise tracking of mobile user behavior and segmentation into cohorts by regions or devices, facilitating detailed behavior analysis and improved ad targeting. For publishers, tracking device IDs helps in measuring ad interactions and user engagement within apps.