Why iOS 6 is a big deal for mobile marketers

12/11/2012 | MediaPost Communications

Apple's latest mobile operating system, iOS 6, introduces the Advertising Identifier, a cookie-like tag that offers device-specific tracking, while still allowing consumers the ability to opt out. That's a big deal for marketers and puts pressure on Google to come up with a similar solution for Android-based devices, writes Scott Swanson. "Behavioral targeting in mobile (without using personally identifiable information) had been a pipe dream, but now it's a very immediate and promising reality," he writes.

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