Now, with this new data, we can see how publishers connect to advertisers, and vice versa.

But the SKAdnetwork postback includes the source-app-id.

Previously, the MMP and advertiser weren’t exposed to the Apple publisher app ID (this data isn’t available in Android either). Which app categories advertise most and with what kind of publishers? Neither Mobile Measurement Partners ( MMPs) nor ad networks have been able to independently answer this question.Īs part of SKAdNetwork - Apple’s solution for aggregated attribution post iOS 14 - new data has become available that enables the connection of data between advertisers and publishers for the first time. We have a clear goal in mind - to help you navigate this largely uncharted territory so that you can drive sustainable growth and profitability for your business.Ĭhapter 1 Publisher and advertiser app connections revealed However, many challenges have also been introduced with the new frameworks, particularly the limited data provided by SKAN to optimize campaign performance.ĪppsFlyer’s Inside SKAN guide uncovers insights and learnings from SKAdNetwork during this time of transition. This is, without a doubt, an important step forward.

Since the introduction of Apple’s AppTrackingTransparency (ATT) framework in iOS 14, privacy-driven policies have taken center stage to eliminate bad practices surrounding user data. At the heart of this new world order are sophisticated timer mechanisms, elusive privacy thresholds, and a unique conversion value system to grade the success of a campaign. SKAN has turned mobile app marketing in iOS on its head, introducing completely new mechanisms to balance between data privacy and marketing measurement. With most iOS users denying access to their user-level data in versions 14.5 and above, you rely on SKAN to measure the success of their campaigns. Apple’s privacy-centric aggregated attribution framework SKAdNetwork (SKAN) is the new sheriff in town.

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