Mobile ad network madvertise has introduced an in-app ad tracking solution for use with iOS devices, as an alternative to the UDIDs (Unique Device Identifier).

Apple recently deprecated the use of UDIDs because of privacy concerns, and has begun rejecting apps submitted to the App Store because of their continued use of UDID. The madvertise solution uses a cryptographic hash of the device’s MAC (Media Access Control) address as an alternative.

“This move was expected, and we have been planning for it for the last six months, developing our own ‘fingerprinting’ solution that can uniquely identify users and enable us to target advertising as precisely as in the days of UDID,” says madvertise VP research & development and chief data scientist, Adam Drake. “Previously, we would hash the UDID in order to anonimise the data. Now, Now we use a hash of the MAC address, so we are still hashing the token, so we only see the hash, not the original, so the data we see is completely anonimised.”