What is the Identifier for Vendor (IDFV)?

The Identifier for Vendors (IDFV) is a unique code assigned to all apps by one developer and it is shared across all apps by that developer account on user’s device.

The IDFV value is the same for apps from the same developer running on the same device.

A different value is returned in case of:

  • apps on the same device that come from different developers
  • apps on different devices, regardless of the developer

The Identifier for Vendor is different from Identifier for Advertiser (IDFA): the (IDFA) is a random device identifier assigned by Apple to a user’s device and it is used for tracking and identifying a user (without revealing personal information).
The IDFA is assigned at the device level and can be reset by users. This differs from the IDFV which is assigned to all apps by the one vendor and does not persist once all apps from that vendor are uninstalled.
In case of device Android, the equivalent of the IDFA is called Google AID.

How to add IDFV MACRO in your Ad Tags

You need to add the macro %%IFV%% in your tags when you want Bucksense to insert IDFV information into the tag in real time, so your Ad Server is allowed to replace with a real value and get the IDFV.

To get all additional Macros available for your Ad Tags to pass traffic data to our system see here