Even as Google has opted to start using mobile handset "unique device identifiers" (UDIDs) in its mobile advertising efforts, the company will simultaneously roll out new privacy controls and add the ability for users to opt-out of UDID tracking, Search Engine Land reports. Most other mobile ad networks have been using UDID tracking for some time, prompting a grand jury investigation and calls for legislation to protect personally-identifiable consumer information from being misused.
