Still in use today, the IDFA is an anonymous, easily-resettable value whereas the UUID is associated with the hardware of the device itself. In 2012, Apple introduced the IDFA (“Identifier for Advertisers”) as a replacement for the Unique Device Identifier (UDID), which had previously been used as a persistent device identifier. Unlike browser cookies, which are intended to track user behavior on websites, advertisers use mobile device identifiers to tie app-related data to a specific user.įor the uninitiated, here’s a quick run-down on how to find the device IDs that are (at the time of this writing) most commonly used for ad tracking on iOS and Android. Mobile device identifiers are strings of letters and numbers unique to a specific mobile device that allow advertisers to track app downloads and usage.
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