UDID Confusion Led To Pullback in App Marketing Spending Last Month, Fiksu Says

udid/">scrambled to find a replacement for UDIDs, according to Fiksu. Unique device ID numbers were a way that Apple used to tag users by their devices. This was a foolproof way to make sure networks were targeting the same users as they moved from app to app, but it raised privacy concerns because UDIDs couldn't be cleared from a device. Apple said they would deprecate them and didn't unveil a replacement until earlier this month. What that has meant is that targeting and marketing spending has become far less efficient on mobile platforms over the past few months.?Fiksu said the cost to acquire a "loyal user," or one that opens an app three times fell to $1.26 in May, from $1.46 the previous month.

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