Advertising ID (IDFA) vs. IP Address: Mobile Tracking Explained

Introduction: The Tracker in Your Pocket

Every smartphone comes with a built-in serial number specifically designed for advertisers. In Apple it is called the IDFA (Identifier for Advertisers), and in Android, it’s the GAID. While your IP address changes as you move from home to the office, this Advertising ID stays the same.

The Apple Privacy Shockwave

Previously, apps could silently read your IDFA to track you across the web. When Apple forced apps to ask for permission (the "Ask App Not to Track" prompt), 80% of users said no. Because marketers lost the IDFA, they were forced to fall back on tracking your more temporary IP Address to guess your identity.

Conclusion

The loss of software IDs has made the physical Network IP the most valuable piece of tracking data in the mobile advertising world. Check your observable ad data here.