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Sergey Zubkov

Updated: July 27, 2023

3 min read


What is IDFV

The IDFV (Identifier for Vendors) is a 32-character code that serves the purpose of differentiating individual devices that interact with an app. It is used for identifying vendor apps and differentiating them from other apps present on the same device. The IDFV is deleted as soon as all the apps from the developer are uninstalled.

What is the difference between IDFV and IDFA

While the IDFA (Identifier for Advertisers) is exclusive to each app installed on a device, the IDFV is distinct to the app developer account and remains the same for all the vendor apps released by that developer present on the user’s device.

How to use IDFV

Apple’s IDFV is a tool used to track and manage vendor data on a device. It is often used in conjunction with other identifier values such as IDFA to gain a better understanding of the vendor’s activity on the device. With the introduction of the App Tracking Transparency (ATT) framework, IDFV has become an alternative method for measuring user behavior, but its effectiveness is limited by the availability of first-party data.

IDFV provides app marketers with an advantage by allowing app developers to measure user-level data across multiple apps from the same content provider without requiring the user’s consent. This is particularly useful for companies operating multiple apps, as it allows them to execute cross-promotional iOS campaigns and target large publishers with a broad user base across multiple apps. As long as an IDFV is included in the tracker URLs, marketers can obtain more accurate attribution data for their iOS campaigns.

App developers can also use IDFV to implement frequency capping, which limits ad fatigue within a single developer’s ecosystem. IDFV can be shared with an ad partner to assist with frequency capping in instances where an app lacks access to an IDFA. However, this approach is only applicable to frequency capping within the context of a single app or a network of apps from a single developer. The IDFA value is required to control the frequency at which users view an individual ad across all apps.

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