Google axes UDID support with updated SDK for AdMob

Google released an AdMob SDK for iOS developers today that completes its transition away from allowing apps access to Unique Device Identifiers, weeks before Apple's official deadline for retiring the system.

UDIDs are the unique string of numbers that individually identifies each cellular device. Typically, they have been used by developers to track app installations across Apple's user base. Tracking users lets companies tailor advertising to each individual, but it also raises a host of privacy concerns.

In response to those concerns, Apple announced last month that, as of May 1, it would no longer accept new apps or app updates that access UDIDs, but the announcement wasn't a total surprise. The company announced in March 2012 that it was beginning to roll out a rejection process for apps that access UDIDs.

The update, which was announced on Google's Developer blog, includes a number of bug fixes and maintenance updates:

• Fix for GADInterstitial crash that occurs when app is running in the background
• Fix for GADMRAIDInterceptor threading crash
• Renaming symbols to prevent duplicate symbol errors
• Support for receiving test ads when using AdMob through mediation
• Test ads are only available on devices running iOS 6 and above

Google acquired AdMob for $750 million in 2010, giving the Web giant a leg up in the quickly evolving world of mobile advertising. In addition to serving up ads on thousands of Web sites, the acquisition also offered Google direct access to data on mobile trends gleaned from the traffic AdMob managed.