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In a bid to bolster privacy concerns Apple has started to reject a number of iPhone and iPad applications which access devices’ Unique Device Identifier (UDID) numbers.
Having previously announced six months ago that it would start introducing the newly implemented privacy measures, the first applications to be turned down due to their UDID accessing abilities have started to surface.
Apple’s UDID codes came under fire last year after it emerged that a number of applications were able to access the reference marker which uniquely identifies individual handsets and allows ad networks, developers and analytics providers to track usage.
The new measures were called into force following the revelations last year that the Path iOS application used handset’s UDID numbers to access and uploaded users’ mobile address books without express permission to do so.
Although increasing consumer privacy, some have called into question the block on UDID accessing apps suggesting it so slow the rate of mobile and smartphone progression and hamper the targeting advertising industry,
"The UDID is essential for managing the conversion loop. All the performance dollars that are spent on mobile are going to impacted by this not being there," Jim Payne of MoPub mobile ads said.
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