IDFV: Mobile Gaming Apps Take Notice

apps on a smartphone screen
Photo by Azamat E on Unsplash

There’s a new(ish) acronym on the scene: IDFV. But what is the IDFV and why does it matter? Let’s get into it.

What is IDFV?

The Identifier for Vendors (IDFV) is a code assigned to all apps by a specific developer on a given device. On the contrary, a different IDFV is returned for apps on the same device that come from different developers or for apps on different devices even if they come from the same developer.

How do I use IDFV?

Why is the IDFV useful? Well, unless you have multiple apps and are interested in cross-promoting, it may not appear immediately useful for you. However, if you’re a mobile gaming company, which frequently have many apps, IDFV may be your new favorite acronym.

IDFVs provide a way to run cross-promotional iOS campaigns without relying on fingerprinting. In fact, this even works for LAT traffic. If an IDFV is in the tracker URL, marketers can get more accurate attribution data for iOS campaigns. So, not only will mobile gaming companies with large portfolios be looking to cross-promote their own apps using IDFV, but there is another opportunity for these companies. Interestingly, IDFV may make gaming apps, or any company with a large portfolio of apps, enticing places for other mobile marketers to experiment with iOS campaigns.

iOS spending has taken a nose dive since the introduction of App Tracking Transparency (ATT). Marketers wary of spending their budgets without being able to accurately track attribution and results have instead opted to spend more on Android. Of course, ignoring iOS users is not a long-term solution and advertisers will, eventually, have to figure out other solutions. The IDFV may not be a replacement for IDFA, but it could be an interesting, privacy-preserving way for mobile marketers to get back into the iOS game.

Want to learn more about IDFV and other trends in mobile growth? Join us at MGS 22 Las Vegas.