Every internet-connected device that we use today has some form of an identifier or a Device ID. Developers use these IDs for various purposes, for instance - linking users to accounts. Think of these IDs as human fingerprints. These IDs play a crucial role in security, user authentication, personalization, and targeted advertising. They are typically useful for businesses that need device-level authentication to provide customers access to offers, validate transactions, and so on.
In short, a Device ID is a unique identifier assigned to a device, such as a smartphone, tablet, or computer. It helps apps, websites, and advertisers recognize and track devices across sessions.
In this blog, we will dive deeper into different types of device IDs, key use cases, how fraudsters evade device identification, and more.
Understanding Various Types of Device IDs
Depending on the platform, purpose, and level of persistence, they can be grouped into various types. Some are permanent, while others reset or expire after a certain period.
Device IDs for Android
Developers use different types of Device IDs that serve different purposes. Some are hardware-based and persistent, while others can be reset or changed over time. Below is a deep dive into key Android device IDs, characteristics, and patterns.
Device IDs for iOS
Apple has a stricter privacy policy regarding device identifiers. Below are the key identifiers used in iOS devices. Apple’s privacy-first approach limits tracking methods, making iOS identifiers harder to use for long-term tracking.
As a result, marketers and developers are left to rely on first-party data and contextual signals instead of persistent IDs.
Key Use Cases of Device IDs
The primary purpose of device IDs is to ensure security, personalization, and tracking of digital applications. Some common use cases that you must be familiar with include:
- Advertising & Marketing – Platforms like Google Ads and Facebook use device IDs (IDFA, GAID) for targeted advertising and user behavior tracking.
- Fraud Prevention & Security – Banks and cybersecurity firms use device IDs to detect suspicious activity and prevent account takeovers.
- App Analytics & User Engagement – Developers track device IDs to analyze user behavior, personalize experiences, and improve retention.
- Cross-Device Authentication – Streaming services and cloud platforms use device IDs to recognize trusted devices and enable seamless logins.
- Law Enforcement – IMEI and MAC addresses help law enforcement and mobile carriers track lost or stolen devices.
All these use cases count on the persistence and validity of device IDs to function effectively.
The Privacy Shift: How Regulations Are Changing Device ID Usage
In recent years, the use of device identifiers has come under increased scrutiny due to growing privacy concerns. Traditionally, advertisers and app developers relied on these IDs to track user behavior across applications and deliver personalized content. However, evolving privacy standards and raising user concerns are changing how tracking is carried out.
Here are two major events that signal the future of tracking:
Phasing Out Third-Party Tracking
The industry is witnessing a significant shift away from unrestricted third-party tracking. For instance, Apple's iOS 14.5 update introduced the App Tracking Transparency (ATT) framework, requiring apps to obtain explicit user consent before accessing the Identifier for Advertisers (IDFA).
This change empowers users to decide whether they want their activity tracked across different apps and websites.
Explicit User Permission for IDFA Post iOS 14
With the ATT framework, when an app seeks to use the IDFA, a prompt appears asking for the user's permission. If the user declines, the app cannot access the IDFA, limiting its ability to track user activity for advertising purposes.
This move has been lauded for enhancing user privacy but has also posed challenges for advertisers who previously depended on seamless access to device identifiers.
Why Device IDs Matter in Fraud Prevention
Fraud prevention relies heavily on accurately identifying devices. Cybercriminals frequently use stolen credentials, fake accounts, or bot networks to commit fraud. It becomes difficult to detect suspicious behavior without a reliable way to recognize devices.
Device Identification Matters for Fraud Prevention than anywhere else for these reasons:
- Detecting Account Takeovers (ATO)
- Preventing Multi-Account Fraud
- Blocking Bot Attacks
- Reducing False Positives
- Enabling Risk-Based Authentication
Let’s take a closer look at each of these reasons to take device ID seriously in fraud detection:
Detecting Account Takeovers (ATO)
Fraudsters often use stolen login credentials, but if the device ID is unfamiliar or linked to past fraud, security systems can trigger extra verification steps and stall scammers on their tracks.
Preventing Multi-Account Fraud
Many fraudulent activities, such as bonus abuse in fintech or fake reviews in e-commerce, involve creating multiple accounts. Device IDs help flag repeat offenders and keep the ecosystem in reducing such frauds.
Blocking Bot Attacks
Bots used for credential stuffing, card testing, or automated fraud often cycle through IP addresses, but a persistent device ID can reveal repeated attack patterns.
Reducing False Positives
Legitimate users may switch locations or devices, which can appear suspicious. A consistent device ID helps distinguish real users from actual fraud threats.
Enabling Risk-Based Authentication
Banks and online services use device IDs as part of risk assessment. Fewer authentication steps (read: friction) are required if a login comes from a trusted device.
Besides, we are seeing a trend of regulatory bodies requiring member organizations to use device identification to punish bad actors. For instance, Control Requirements listed under Authentication (4.4(g)) in Counter-Fraud Framework (CFF) by Saudi Central Bank read:
Multi-factor authentication conducted by Member Organisations for identification or transaction verification should not solely consist of One Time Passwords (OTPs) sent via SMS. Member Organisations should implement additional factors, including but not limited to:
- Approval of transactions through Mobile App (e.g., sending a push notification to mobile app on a trusted device).
- Device characteristics (e.g., trusted/known mobile device).
- Geolocation (e.g., verifying location, IP address or checking mobile network).
- Behavioural profile (e.g., variations to usual transaction volume, value, frequency and/or currency).
- Biometric behavioural profile (e.g., identification of changes in the way a customer or employee uses a browser or device).
Device IDs are critical in fraud detection by linking user behavior to specific devices. While privacy concerns limit their use, businesses still rely on advanced device fingerprinting and behavioral analytics to improve security without compromising user experience.
Tactics Fraudsters Use to Evade Device Identification
Fraudsters have found workarounds for most cyber defenses out there. Bypassing device identification and committing fraud in an undetected manner has become second nature.
Tier-typical methods include:
- Device Spoofing
Cybercriminals use emulators, virtual machines, or device manipulation tools to alter device attributes, making it appear as a different device. This helps them bypass anti-fraud measures that rely on static identifiers like IMEI or Android ID.
- MAC Address Randomization
Since many anti-fraud systems rely on MAC addresses, fraudsters use tools to change or spoof their MAC addresses dynamically. This allows them to appear as a new device whenever they connect to a network.
- IP & Location Masking
Cybercriminals can hide their actual IP addresses, making device-based geolocation tracking ineffective by using VPNs, proxy servers, or TOR networks.
- User-Agent Manipulation
Fraudsters modify their browser’s user-agent string or manipulate fingerprinting attributes (e.g., screen resolution, fonts, WebGL settings) to appear as a legitimate but untraceable user.
- Device ID Reset Fraud
Most developers use resettable IDs, like GAID (Google Advertising ID) or IDFA (Identifier for Advertisers), to track users. Fraudsters exploit this by frequently resetting these IDs to appear as a new user. Device ID reset is also widely used in app install fraud, where fraudsters reset the device ID to generate fake attributions and claim multiple sign-up promos or offers.
As fraudsters evolve their tactics, businesses need multi-layered fraud detection, combining device intelligence, behavioral analytics, and AI-driven risk assessment to stay ahead.
Beyond Traditional Identifiers: Bureau Device Intelligence
The shift toward stronger privacy regulations is a step in the right direction for user protection. However, it also creates significant challenges for businesses that depend on device IDs for personalization, fraud prevention, and targeted advertising. Striking a balance between user privacy and the need for data-driven insights is no easy task.
Bureau Device Intelligence is a 99.7% persistent and accurate way to fingerprint iOS & Android devices and Browsers. It can withstand factory resets, privacy plugins, incognito modes, etc. Beyond Device Identification, Bureau Device Intelligence also provides 85+ risk signals like GPS/ location spoofing, use of emulator, remote session, VPN, TOR User, and many others.
We are seeing continuous changes in perception around Device Fingerprinting across the globe. Talk about GDPR’s Legitimate Interest (Article 6(1)(f)), Google’s pivot on digital fingerprinting, or governing bodies requiring organizations to include device intelligence to fight fraud.
As privacy measures become more restrictive, businesses must adapt by embracing innovation. The key lies in transparency, consent-driven data collection, and privacy-first technologies. Companies that proactively invest in secure, ethical data practices will not only stay compliant but also build long-term trust with their users.
Frequently Asked Questions (FAQs)
Are IMEI and device ID the same?
No. The IMEI is a hardware-based identifier specific to mobile phones, whereas other device IDs, like Android ID or IDFA, are software-based and can be reset. Developers can’t use IMEI for device identification due to privacy reasons.
How to find the device ID of an iPhone?
- IDFA: Not directly accessible but can be viewed in apps that request it.
- IDFV: Only available to app developers via UIDevice.current.identifierForVendor.
- IMEI: Go to Settings → General → About and scroll down to find the IMEI.
Can a device ID be reset?
Some device IDs can be reset, while others cannot:
- Resettable: Google Advertising ID (GAID), IDFA, Android ID (via factory reset).
- Non-resettable: IMEI, MAC address (though it can be randomized on newer devices).
How do I find my device ID?
- On Android: Go to Settings → About Phone → Status (for IMEI) or Settings → Google → Ads (for GAID).
- On iOS: IMEI is found under Settings → General → About. IDFA is only accessible through apps with tracking permissions.
Why are device IDs important?
Device IDs help in fraud prevention, advertising, analytics, authentication, and device tracking. They allow apps and services to recognize users and personalize experiences while maintaining security.
Is it possible for cybercriminals to spoof device IDs?
Yes, fraudsters can spoof device IDs. They deploy techniques like device spoofing, MAC address randomization, VPNs, and ID resets to bypass device ID detection and commit fraud.
Is sharing my device ID safe?
Avoid sharing permanent device IDs like IMEI or MAC addresses, as they can be misused. Resettable IDs like GAID or IDFA are safer but still affect personalized services if misused.
