According to a recent study by MoPub, international ad server for smartphone apps, mobile application developers without access to UDID data for iOS devices could see a loss in advertising revenue based on a price that is 24 percent lower. iOS app publishers who currently rely on the UDID both for ad performance and app usage data have been discontented with Apple’s depreciation of the unique device identifier, or UDID.
The report was compiled from three months’ worth of data from billions of impressions through MoPub’s real time bidding exchange, MoPub Marketplace. The data makes it clear on how developers can suffer loss in revenues without ad conversion data from UDID. The report read that those ad impressions without the UDIDs represented a lower eCPM. Apple’s recent response to UDID usage has raised concerns among thousands of app businesses that could be affected if conversion tracking data is not available, particularly developers of free apps that rely on advertising as their primary source of revenue. The alternative that many players, including MoPub, have decided to offer its publishers is OpenUDID, an open-source project that has also been adopted by Appsfire as an alternative solution to the UDID.
“The move away from UDIDs threatens advertising revenue that many publishers depend on in order to support their content creation and businesses,” said Jim Payne, CEO and co-founder of MoPub.