Apple is reported to be denying apps that use the cookie tracking method from entering the iOS App Store. This suggests a more aggressive move to push developers to use its Advertising Identifier technology.
Citing industry sources, TechCrunch claims Apple’s App Review team is actively rejecting software from developers that leverage so-called “cookie tracking” technology, otherwise known as “Safari flip-flop” or “HTML5 first party cookies.” The method was instituted as an alternative to unique device identifier (UDID) tracking, which ad servers once used to target specific audiences in generating pricing models.
Privacy concerns in 2011 led Apple to begin depreciating developer access to UDIDs. Advertisers were left without a direct method to target ads.
When Apple began rejecting apps that used UDID tracking in March 2012, developers resorted to tracking methods that used MAC addresses and OpenUDID assets. One method used was browser cookie tracking in mobile Safari.
Apple then issued its own tool called the Advertising Identifier. Developers however, continued to stick with using the older workarounds. Sources say that Apple rejecting of Apps that use cookie tracking could be part of a broader push toward the Advertising Identifier method.