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Until iOS 6, the latest version of Apples mobile operating system for iPhones, iPads and iPod touches, the company used a serial number in the hardware (the UDID) to allow advertisers to track users and target them in apps that used advertising. There were privacy and security issues with that approach, so Apple has switched to a feature called the Advertising Identifier, a.k.a. the IDFA. In a post at Business Insider, writer Jim Edwards notes that the IDFA gathers information that is presented in aggregate iOS users are not individually revealed to advertisers. Still, the aggregated data is enough to present customized ads to individual users. |