Mobile Advertising ID (MAID)
A resettable identifier associated with a mobile device or device profile, such as Apple IDFA or Google Advertising ID, that can help link app activity or ad interactions.
Full definition
A Mobile Advertising ID (MAID), such as Apple's IDFA or Google's Advertising ID, is a resettable device or app identifier that advertisers and data businesses can use to connect activity, location signals, and ad interactions without directly displaying a person's name. A MAID can sometimes be linked with other identifiers or datasets, but the linkability and effect of resetting it depend on the platform, permissions, other signals, and the recipient's practices. On iOS, App Tracking Transparency lets you control an app's access to the IDFA; resetting or limiting an advertising ID does not erase other records.
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How location data brokers work →Related terms
Real-Time Bidding (RTB)
An automated auction that fills an ad slot in milliseconds as a page or app loads; a bid request may send device, location, or interest signals to multiple bidders.
Location Data Broker
A data broker or data business specializing in location signals that may come from mobile-app SDKs, advertising systems, or other sources and be used for targeting or analytics.
Device Fingerprinting
Identifying or recognizing a device or browser from a distinguishing combination of its settings and characteristics, without relying on a cookie or stored ID.
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