The UUID (IDFA / AAID) is 'true north' for us, this allows us to join it to other data-sets, however there are several other methods of attribution we use. We

The UUID (IDFA / AAID) is 'true north' for us, this allows us to join it to other data-sets, however there are several other methods of attribution we use. We don't collect any PII data (in fact we actively avoid it!), we don't need to know 'who' a device is, only the location history of that device! There are companies out there who will attribute a UUID to a physical email / telephone number, I think it is a bit of a grey area and with the current privacy landscape something I think that will soon end.