Device IDs

[chompi]

Original author: [email protected] (July 22, 2011 21:25:15)

There have been recent developments in how device IDs are produced and consumed with respect to how they are hashed. In the OpenRTB Mobile specification, we considered SHA1 and MD5 had a strong consensus for SHA1. Over recent months, however, there seems to be broad interest in both. Google for example announced that they are going with MD5, but neither seems to be fading.

Therefore, I suggest we support passing both for each of the two flavors of device IDs currently supported (i.e., true device equipment ID such as IMEI; platform ID such as UDID for iOS or Android ID). My proposed names are: “didmd5” (device ID using MD5), “didsha1” (device ID using SHA1), “dpidmd5” (device platform ID using MD5), and “dpidsha1” (device platform ID using SHA1).

Original issue: http://code.google.com/p/openrtb/issues/detail?id=29

[chompi]

From [email protected] on August 24, 2011 22:51:05
What are the thoughts of the OpenRTB community on Apple's deprecation of UDID access? Is there any consensus on moving to use of device mac address? Or are people moving away from shared device identifiers altogether? It seems to me that without some form of shared identifier (whether persistent or expire-able), the value of in-app inventory offered via the exchanges decreases dramatically due to the inability of bidders to augment with their own data.