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Over the past few weeks, a lot of fuss has been made over the disclosure of a mobile device?s unique identifier to third-parties. Special reports, doomsday headlines? the works. The short version of the story is this: each smartphone has a unique number that identifies it, app makers and third parties are beginning to use this number to build a profile of the phone (and its user), and people are upset about it. The information transmitted is used for a variety of things, one of which is advertising. But is this an assault on our privacy as many are claiming? Not the way I see it. This is the holy grail of advertising. Targeted advertising. And it is what those

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