Identifier for Vendors (IDFV)

What is Identifiers for Vendors (IDFV)?

IDFV is a unique, alphanumeric identifier assigned by Apple to a device, allowing vendors to track user behavior across their apps without revealing personal information. IDFV helps vendors analyze user engagement, personalize products, target advertising, and improve customer satisfaction. Recent privacy changes require user consent for IDFV access, impacting its future use.

IDFV is a unique identifier assigned to a specific device by Apple to distinguish it from other devices associated with the same vendor or developer. It is a string of alphanumeric characters that is generated once and stays the same across different applications installed on the device. IDFV is a crucial component for vendors as it allows them to track and analyze user behavior across their different applications without identifying the user personally.

The importance of IDFV lies in its ability to provide valuable insights to vendors regarding user engagement and behavior. By tracking user activity across multiple apps, vendors can gain a better understanding of user preferences and tailor their products to meet their needs. This helps vendors improve their products and services, leading to increased customer satisfaction and retention. Additionally, IDFV helps vendors target advertising campaigns more effectively, resulting in better return on investment.

IDFV is distinct from the Identifier for Advertisers (IDFA) that is also assigned by Apple to a device. IDFA is a unique identifier that tracks user activity across different apps for the purpose of serving targeted advertising. Unlike IDFV, IDFA can be reset or turned off by the user, and vendors must obtain user consent before accessing IDFA.

The future of IDFV looks uncertain as Apple has announced changes in its privacy policy that restrict the use of IDFV. Starting with iOS 14, IDFV will be subject to the same user opt-in requirements as IDFA, meaning vendors will have to obtain user consent before tracking their activity across different apps. This change is expected to impact vendors’ ability to track user behavior and generate insights. However, IDFV will still remain a valuable tool for vendors as it provides a way to link user activity across different apps, even if user consent is required to access it.