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Fragmented and fleeting, mobile User IDs are ripe for overhaul

Andreas Vagelatos is associate vice president for mobile product strategy at Sizmek By Andreas Vagelatos In the mobile world, User IDs are often the key to a customized user experience. They are designed to enable an application to recognize a device and generate a personalized interaction. Simple, right? Unfortunately, in creating their User ID standards, many manufacturers are not that concerned with the needs of app developers, advertisers and data vendors.