According to ClickZ, Google is getting ready to offer behaviorally targeted ads on their network of iOS and Android applications. To do so, they’ll have to begin tracking the “device identifier” which are unique to every mobile phone.
The article states that other companies already tap into this mobile-app cookie system, but Google has been reluctant to go there due to privacy issues. Apparently, they’re reluctant no more.
“Over time, we’ll be able to enable things like frequency capping, spam filtration, improved conversion measurement and serving ads based on topics of interest, all of which will help us display the most useful in-app ads; minimize the number of irrelevant in-app ads shown; and improve in-app advertising for users, advertisers and developers.”