New tools let marketers track mobile users

11/20/2012 | Adweek

It's long been harder for advertisers to track smartphone users than regular PC users, but recent changes are giving mobile marketers new tracking tools. Apple has resisted giving advertisers access to devices' unique identifiers but is instead rolling out an alternative Advertising Identifier to let marketers track users across different applications. Apple's changes will help it keep pace with similar capabilities on Android devices, experts note.

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