What is the IDFV? 

Identifier for Vendor (IDFV)  is a code created by an app developer and assigned to all of their apps. This code is also shared between all of the apps created by the developer. The IDFV value is the same for apps from the same developer running on the same device. 

Apps created by different developers running on the same device have different IDFV values. A different value is returned for apps on the same device that come from different developers and for apps on different devices, regardless of the developer.

Why is the IDFV important?

IDFVs provide a way to run cross-promotional iOS campaigns, which include Limit Ad Tracking (LAT) users without relying on fingerprinting. So long as an IDFV is passed in the tracker URLs, the IDFV can provide marketers with more accurate attribution data for iOS campaigns.

What is the difference between the IDFV and the IDFA?

The Identifier for Advertisers (IDFA) is a random device identifier assigned by Apple to a user’s device. This identifier is used by advertisers to track data and deliver customized advertising. 

  • The IDFA is used for tracking and identifying a user without revealing personal information. It is assigned at the device level and can be reset by users. 
  • The IDFV is a designator assigned to all apps by one vendor. It does not persist once all apps from that vendor are uninstalled. 
  • The Android equivalent of the IDFA is called GAID

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