With Apple's announcement of enhanced user privacy provisions, IDFA be replaced by SKAdNetwork framework, which for mobile marketers.
During its annual Worldwide Developers Conference (WWDC) in June 2020, Apple released a bunch of changes to its devices and operating systems like it always does.
With the release of iOS/iPadOS 14.3, any new or updated app must include a privacy label, otherwise it won't be allowed on the App Store. This requirement applies not just to third-party apps but to Apple's own programs, such as Apple Music, Apple TV, and Apple Wallet, though built-in apps aren't included.
The goal is to address privacy concerns and questions among users, especially as app developers haven't always explained clearly and precisely what data they collect and how they use it.
But nestled between the shiny UI upgrades and new Memoji stickers were a series of privacy updates to iOS that have more or less eliminated an important element of mobile marketing and ASO and measurement--the Apple IDFA.
In this blog post, we'll take a look at the changes and what they mean for in-app mobile advertising in iOS.
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At WWDC 2020, Apple announced several provisions regarding enhanced protection of user privacy, and these updates will be released with the latest iOS 14 this September. ASO World actually recognized this change coming early and began actively preparing strategies to address it a year ago, aiming to help fellow ad tech industry members quickly embrace the new changes and enter a new era.
After the iOS14 update, if a developer wants to get the user's IDFA for ad tracking, they need to get the user's permission in advance, which can happen when the app is opened for the first time, or in specific scenarios, such as when logging into the app with a three-party account.
The next time you try to download an app from the App Store onto your iPhone or iPad, you may notice a new App Privacy section that seeks to clue you in on certain details. Specifically, the section tells you how the data from the app might be used to track you as well as how that data will be collected and linked to your identity. This sound like a great benefit to the user, though certain app developers are already balking at the new requirement.
This change is good news for consumers because it means more privacy. It's not the end of the world for performance marketers either; there are still plenty of ways to achieve data-driven user growth.
Users can decide whether to be tracked or not (the act of authorizing the app to get IDFA), If the user clicks 'Do not authorize tracking', the effect is equivalent to the user going to the settings to turn off the ad tracking (Limit Ad Tracking), so IDFA acquisition is almost impossible. (As an aside: data shows that about 10% of users actively turn off ad tracking in the settings)
The cornerstone of the free app marketplace is the ability to collect and sell data to advertisers. If you're not paying for a product, you -- and your data -- are the product. This privacy feature has the potential to severely weaken the ad targeting business which is bad for advertisers, but good for users.
Facebook, for one, is already fighting back, announcing its Audience Network will not use IDFA information from iOS because it cannot guarantee its value or accuracy. That could hit its revenue by 50%--and there's no telling if some ad agencies could bail on Facebook altogether.
With increased regulations like the GDPR and the CCPA, we've started to see a little more transparency in what information is used to track users. This change blows the door wide open, but are we really turning the corner in data security and privacy? Will Google -- another company that will be impacted by this change -- make the same change to Android phones?
Apple has added a timer. This change means that downloads are not necessarily recorded in real time, presumably as a way to protect user privacy.
Apple's SKAdNetwork framework still brings some very positive signals, as these improvements not only mean that Apple is actively listening to app developers, but will also introduce tools to help marketers do more granular operations.
SKAdNetwork's 24-hour timer starts when the function is called on for the first time (usually upon first app launch). Once the timer expires, the conversion value is locked in. The good news is advertisers can delay the locking mechanism of the timer in some cases.
Timer extension
Some advertisers require more than 24 hours of post-install user activity to optimize campaigns. One example might be a gaming app where an advertiser optimizes based on day three revenue.
If an increase in conversion value is triggered by an app open, the timer will be reset for another 24 hours. This way, theoretically, advertisers could continue resetting the timer for up to two months.
There are three trade-offs to consider here:
Timer delay
A timer delay lets you measure events occurring down-funnel (e.g., subscriptions after a 7-day trial). You can delay the timer to start upon event initiation by delaying the first call to the functions.
Delaying the timer prompt ensures measurement of the chosen event, but note that if the user churns before the event occurs, no postbacks will be sent.
The conversion value is a single field of 64 values that must contain every detail of the user's journey. It is a very limited resource and many advertisers are confused about how to utilize it. There isn't a “one size fits all” approach here, and strategy will differ between apps and KPIs.
Bit splitting is used to measure several KPIs in parallel: revenue, engagement, conversion, retention etc. Advertisers can allocate different numbers of bits for each KPI, but it's important to remember that the more bits you split, the less granular the KPI data will be.
With this method, you can define an unlimited number of KPIs and events for each segment. The trade-off is that you won't be able to decode back the value to a specific KPI (such as revenue). It also requires you to be extremely diligent in setting up these 64 segments, ensuring they cover the entire range of app users with no overlap. Each user must only fall into one segment. After all, if a user falls into more than one segment, they'll be added randomly into a segment, and the goal is to make optimized marketing decisions, not random ones.
Server-based solutions for SKAdNetwork enable advertisers to change the conversion value configuration in the cloud, where a command is sent instantaneously to the SDK. This ensures that customer logic is continuously aligned with the desired configurations.
The trade-off? Each configuration change creates a window of time when it's impossible to determine whether incoming postbacks relate to the old configuration or the new one. To get around this limitation, dedicate one of the six bits to indicate if the postback relates to the old configuration or the new one. If you want the flexibility to change strategies frequently, you'll have to compromise on the level of KPI granularity you measure.
From challenge to opportunity
SKAdNetwork presents new challenges to marketers, but it also presents immense opportunity. Getting comfortable with all the bits and bytes of the conversion value, proper planning, testing and validating assumptions will help you create a significant advantage in a highly competitive market.
SKAdNetwork could become the de facto way to attribute mobile app installs on Apple devices with the release of iOS 14 in September. Apple's IDFA is the primary identifier used for ad tracking and attribution on iOS. It's hard to imagine users are going to opt in to be tracked for advertising purposes if given the choice. And without the IDFA, SKAdNetwork is looking like the future of mobile app attribution rather than a footnote.
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Comments
Shannon Sullivan
@Brooke Guerrero Starting with iOS 14, Apple has introduced two new frameworks for attribution and ad measurement. First, Apple introduced the ATT (AppTrackingTransparency) framework, which manages access to the IDFA by requiring user consent. Apple introduced the SKAdNetwork in 2018, a different approach to campaign measurement where data at the user level is not available. With iOS 14 the SKAdNetwork framework will be updated to version two — as Apple attempts to ameliorate some of the impact of reducing developers’ access to the IDFA.
Tabitha Hardy
@Geoffrey Wade SKAdNetwork is another way to receive the attribution of advertising campaigns on iOS. Advertising networks must register with Apple, and developers must work to ensure that their apps are compatible with the registered networks and the new framework. However, SKAdNetwork poses some challenges for the methods mobile marketers currently use.
Bill Cannon
@Jennie Zimmerman As currently proposed, the SKAdNetwork provides 6-bits of downstream metrics with a first 24 hour timer. These six bits can change every time an event is triggered in-app, to a fresh six-bit event code defined within the app, extending the window by a further 24 hours. Once this event-window expires, a second 24 hour timer for attribution starts counting down. Within this 24 hour window, randomly, the SKAdNetwork returns the attribution data. The SKAdNetwork system shares this data in the aggregate, with no granular data accessible at the user level.
Bill Cannon
@Jennie Zimmerman The event codes can only progress upward. For example, if an app creates an event code for ‘Level One’ that reads 000001, then the user buys in-game currency, which is assigned a different value of 000011, and if this user later completes ‘Level Two’, the bits cannot be changed to 000010, since changes in only one direction are allowed. To avoid this, developers need to assign a bit value to each path or combination of possibilities, rather than to any individual event. The data tracked with SKAdNetwork and the granular, in-app events tracked by MMP-SDKs cannot be linked.
Bill Cannon
@Jennie Zimmerman SKAdNetwork is limited to 100 different campaigns per network. This may appear to be sufficient at first glance, as the average Adjust client runs 15 campaigns per network. However, there are often countless sub-campaigns for different geographies, device types or creatives. With SKAdNetwork, for example, the use of ten creatives in five countries would only allow two different campaigns per network.
Bill Cannon
@Jennie Zimmerman SKAdNetwork will require other changes for developers and marketers, since data delay of 24-48 hours (minimum) can hinder real-time optimization. Another shift will be in the area of ad fraud. The event conversion values mentioned earlier are unsigned, meaning that app developers will not be able to verify whether the event took place in the way that they are used to, opening the door for fraud.
Russell Lynch
@Don Delgado The full name of IDFA is Identifier for Advertising, which mainly used for ads tracking with user id identify. IDFA can be turned off or on, and is the only official permission Apple gives to advertisers to access user information. IDFA is turned off by default in iOS 14, but you can turn it on. 99% of iPhone users choose not to share IDFA, which is a major obstacle for digital media platforms to deliver accurate ads and blur the user profile. For users, you will receive far fewer personalized or relevant ads on your digital device. IDFA is very important to the advertising industry, it is a very important component for the display of advertising effects and the accurate description of user profiles. Once IDFA is closed, effect attribution, recommendation, wake up and identification of user identity, on which Internet advertising depends, will be difficult to achieve, and hundreds of millions of Internet advertising businesses around the world will be affected.
Russell Lynch
@Russell Lynch Although many Apple cell phone users who resent ad push support Apple's move, the fact is that on the one hand, based on Apple's advertising policy IDFA on or off does not affect the number of ad pushes. Some industry experts even said that closing IDFA will not make the ads less, but will only make them more flooded, because the ads cannot be placed with relative precision, but the ads cannot be left out, so they can only be "comprehensive coverage" and "high-frequency placement".
Russell Lynch
@Don Delgado The are several aspects that would be affect, it would be harder to re-target users, and access to high quality audiences. The ability to measure the value your ad spend is able to generate and the ability to test creatives at the ad level on networks such as Facebook will also be affected. You can check out iOS 14 IDFA Tracking Turn off, How It Will Change Mobile Marketing? if you want to know more stories about the impact of Apple disabling IDFA, please feel free to contact me and I am always available to answer your questions, or you can visit ASO World for more information.
Eunice Ortega
@Georgia Harper In 2021, Apple will be launching its new IDFA and SKAdNetwork requirements. This change may not be ideal for everyone, but it has a lot of potential to bring about some new growth opportunities. As with most new things, not having a clear path into exactly what is in store can be daunting, but we are breaking into something new and can only assume that with new adventures comes new opportunities.
Eunice Ortega
@Georgia Harper Whether you choose to embrace the changes coming to ad networks or choose to implement a hybrid of options, the new IDFA and SKAdNetwork requirements are coming and will likely involve significant benefits (and higher conversion value) for your search and advertised app products.
Steven Wade
@Roy Maxwell Apple’s SKAdNetwork is a way to preserve user privacy during mobile installs. It is a way to measure certain conversion rates of CPI or app install campaign IDs without sharing the identity of the user. But how does Apple achieve this within specific privacy parameters and without user identifiers?
Steven Wade
@Roy Maxwell Apple and the App Store serve as the primary facilitator. The view through attribution process takes place through the App Store and is authenticated through Apple’s servers. After that, it is removed and separated from anything that can identify the user and temporal information, which the ad networks then receive.
Joseph Mcbride
@Gretchen Lewis For publishers to stay relevant, they must adapt to and adopt the support of the SKAdNetwork. Suppose the majority of advertisers choose to use SKAdNetwork with Apple’s tracking and primarily utilize programmed advertising on iOS. In that case, SKAdNetwork inventory may be the only thing to bid on. Figuring out how to meet this demand and adapt to these changes in real time is imperative to ensure that no one misses out on ad tech revenue.
Antonio Garza
@Tommie Chandler These transformations from Apple could pose some problems for advertisers who utilize specific measurement tools for optimization, budgeting for campaigns, and reporting. Advertisers will need to use contextual marketing to understand which ad campaign performance is the best. There are a few things advertisers are asking themselves.
Aubrey Conner
@Frances Watson Mozilla's point is that resetting this identifier prevents advertisers from developing rather detailed profiles on users, and is simple to do. It's not a hardware identifier (such as the EMEI of your iPhone), but rather a number generated by your operating system.
Carolyn Mathis
@Jorge Schneider If you don't want to stop ad tracking altogether—you're getting ads anyway, might as well be relevant—you can navigate to those same screens and tap Reset advertising ID on Android or Reset Advertising Identifier on iOS to cycle your ad ID and essentially force advertisers to start a new profile on you.
Connie Sharp
@Rudy Woods The full name of IDFA is Identifier for Advertising, which mainly used for ads tracking with user id identify. IDFA can be turned off or on, and is the only official permission Apple gives to advertisers to access user information. IDFA is turned off by default in iOS 14, but you can turn it on. 99% of iPhone users choose not to share IDFA, which is a major obstacle for digital media platforms to deliver accurate ads and blur the user profile. For users, you will receive far fewer personalized or relevant ads on your digital device. IDFA is very important to the advertising industry, it is a very important component for the display of advertising effects and the accurate description of user profiles. Once IDFA is closed, effect attribution, recommendation, wake up and identification of user identity, on which Internet advertising depends, will be difficult to achieve, and hundreds of millions of Internet advertising businesses around the world will be affected.
Connie Sharp
@Rudy Woods Although many Apple cell phone users who resent ad push support Apple's move, the fact is that on the one hand, based on Apple's advertising policy IDFA on or off does not affect the number of ad pushes. Some industry experts even said that closing IDFA will not make the ads less, but will only make them more flooded, because the ads cannot be placed with relative precision, but the ads cannot be left out, so they can only be "comprehensive coverage" and "high-frequency placement". The are several aspects that would be affect, it would be harder to re-target users, and access to high quality audiences. The ability to measure the value your ad spend is able to generate and the ability to test creatives at the ad level on networks such as Facebook will also be affected.
Connie Sharp
@Rudy Woods You can check out iOS 14 IDFA Tracking Turn off, How It Will Change Mobile Marketing? if you want to know more stories about the impact of Apple disabling IDFA, please feel free to contact me and I am always available to answer your questions, or you can visit ASO World for more information.
Velma Day
@Cheryl Horton New in iOS 14 as well as macOS is a password monitoring system. This will alert you if any of your credentials are spotted in a data breach, which means access to your accounts could be compromised. From the top of the Passwords screen, tap Security Recommendations.
Shawn Hicks
@Lorena Potter iOS 14 is one of Apple's biggest iOS updates to date, introducing Home screen design changes, major new features, updates for existing apps, Siri improvements, and many other tweaks that streamline the iOS interface.
Lori Bell
@Emma Mcdonald iOS 14 is one of Apple's biggest iOS updates to date, introducing Home screen design changes, major new features, updates for existing apps, Siri improvements, and many other tweaks that streamline the iOS interface.
Tricia Strickland
@Alvin Cruz Apple prides itself on setting a high standard for user privacy and data security on every device it produces. However, your iPhone might not be as secure as you think. It's true that iPhones are more difficult to hack than other mobile devices, as they are produced by one manufacturer dedicated to keeping them secure.
Karen Romero
@Vernon Walker SKAdNetwork is an aggregate method for measuring attribution of mobile ad campaigns for iOS apps. SK stands for StoreKit, Apple's framework for developers to interact with the app store and in-app purchases. The framework involves three main entities: The ad network signing the ad.
Jessie Jordan
@Angie Brock The full name of IDFA is Identifier for Advertising, which mainly used for ads tracking with user id identity. IDFA can be turned off or on, and is the only official permission Apple gives to advertisers to access user information. IDFA is turned off by default in iOS 14, but you can turn it on. 99% of iPhone users choose not to share IDFA, which is a major obstacle for digital media platforms to deliver accurate ads and blur the user profile. For users, you will receive far fewer personalized or relevant ads on your digital device.
Jessie Jordan
@Angie Brock IDFA is very important to the advertising industry, it is a very important component for the display of advertising effects and the accurate description of user profiles. Once IDFA is closed, effect attribution, recommendation, wake up and identification of user identity, on which Internet advertising depends, will be difficult to achieve, and hundreds of millions of Internet advertising businesses around the world will be affected.
Jessie Jordan
@Angie Brock Although many Apple cell phone users who resent ad push support Apple's move, the fact is that on the one hand, based on Apple's advertising policy IDFA on or off does not affect the number of ad pushes. Some industry experts even said that closing IDFA will not make the ads less, but will only make them more flooded, because the ads cannot be placed with relative precision, but the ads cannot be left out, so they can only be "comprehensive coverage" and "high-frequency placement".
Jessie Jordan
@Angie Brock The are several aspects that would be affected, it would be harder to re-target users and access high-quality audiences. The ability to measure the value your ad spend is able to generate and the ability to test creatives at the ad level on networks such as Facebook will also be affected.
Jessie Jordan
@Angie Brock You can check out iOS 14 IDFA Tracking Turn off, How It Will Change Mobile Marketing? if you want to know more stories about the impact of Apple disabling IDFA, please feel free to contact me and I am always available to answer your questions, or you can visit ASO World for more information.
Candace Hale
@Lydia Campbell The are several aspects that would be affect, it would be harder to re-target users, and access to high quality audiences. The ability to measure the value your ad spend is able to generate and the ability to test creatives at the ad level on networks such as Facebook will also be affected.
Candace Hale
@Lydia Campbell You can check out iOS 14 IDFA Tracking Turn off, How It Will Change Mobile Marketing? if you want to know more stories about the impact of Apple disabling IDFA, please feel free to contact me and I am always available to answer your questions, or you can visit ASO World for more information.
Casey Abbott
@Pedro Oliver iOS has historically been a reliable choice for mobile markers, with revenue 82% higher than Android and strong retention rates across the board. But Liftoff’s research finds Apple’s IDFA changes might tip the scale in Android’s favor, with 80% of mobile marketers viewing the move as bad news for iOS. Nearly a third of those surveyed plan on shifting more spend to Android over iOS (29.4%) with another 44% considering it.
Casey Abbott
@Pedro Oliver Android is ready for its time in the spotlight. In the past year the platform has earned widespread favor from mobile users and marketers alike, chalking up more volume and more shoppers than iOS. New app releases on Android even outpaced iOS by a ratio of 3 to 1, driving 152% more app downloads with CPIs 4x lower than iOS.
Judy Herrera
@Russell Nash From a Home screen on your iPhone, navigate: Settings Settings icon > Privacy. Note If unavailable, swipe left to access the App Library. Tap Apple Advertising. Tap the Personalized Ads switch to turn on Switch On or off
Roberta Richards
@Randy George Apple's Identifier for Advertisers (IDFA) was launched back in 2012 to create an individual user ID that could support cross-device data tracking for advertising by third-parties. ... iOS 14 now enables users to choose whether they want to share their precise location (as in the past), or a broader, less precise radius.
Henry Cummings
@Santiago Roberts Over 30% of iOS users chose to opt-out of tracking in 2020, and this is up 216% since 2016 according to research by analytics provider Singular. This trend shows that there is significant consumer demand for blocking tracking and ad personalization and could well be part of Apple’s motivation to make it the default setting. “We believe tracking should always be transparent and under your control,” said Katie Skinner, a manager for user privacy software at Apple, during its Web Developers Conference this summer. “So, moving forward, App Store policy will require apps to ask before tracking you across apps and websites owned by other companies.”
Henry Cummings
@Santiago Roberts On the other side of the mobile fence, tracking opt-outs on Android have plummeted since 2016, now hovering around 3%. Again, this strange discrepancy sheds doubt on whether or not Google will follow Apple on device tracking settings.
Julie Hoffman
@Gladys Carlson The are several aspects that would be affect, it would be harder to re-target users, and access to high quality audiences. The ability to measure the value your ad spend is able to generate and the ability to test creatives at the ad level on networks such as Facebook will also be affected.
Julie Hoffman
@Gladys Carlson You can check out iOS 14 IDFA Tracking Turn off, How It Will Change Mobile Marketing? if you want to know more stories about the impact of Apple disabling IDFA, please feel free to contact me and I am always available to answer your questions, or you can visit ASO World for more information.
Richard Brown
@Misty Ray The mobile ad market is worth over $300 billion and Apple owns about 27% of that, according to Digiday. If most users choose to opt-out, that could have a huge impact on the advertising industry’s access to Apple’s notoriously more affluent user base.
Winifred Roy
@Carroll West This will have very little if any impact on Invoca users. Invoca users typically track calls from mobile web and search activity, which does not have access to the IDFA anyway. This means that Invoca’s call tracking and conversational analytics functionality as it pertains to mobile web and searches on iOS will not be affected.
Vivian Bell
@Oscar Lawson Apple’s SKAdNetwork is a way to preserve user privacy during mobile installs. It is a way to measure certain conversion rates of CPI or app install campaign IDs without sharing the identity of the user. But how does Apple achieve this within specific privacy parameters and without user identifiers?
Ellen Jordan
@Oscar Lawson Apple and the App Store serve as the primary facilitator. The view through attribution process takes place through the App Store and is authenticated through Apple’s servers. After that, it is removed and separated from anything that can identify the user and temporal information, which the ad networks then receive.
Victoria Gross
@David Peterson This will have very little if any impact on Invoca users. Invoca users typically track calls from mobile web and search activity, which does not have access to the IDFA anyway.
Victoria Gross
@David Peterson This means that Invoca’s call tracking and conversational analytics functionality as it pertains to mobile web and searches on iOS will not be affected.
Leon Wong
@Vickie Mann Each IDFA contains no personal identifying information, or PII, instead of serving to measure and identify user interactions with ad campaigns, installs, and in-app activity.
Annette Silva
@Raul Miles The Identifier for Advertisers (IDFA) is a random device identifier assigned by Apple to a user's device. Advertisers use this to track data so they can deliver customized advertising. The IDFA is used for tracking and identifying a user (without revealing personal information).
Clifton Holland
@Irene Phillips Apple has officially announced that it will be delaying the implementation of its new iOS 14 privacy measures until early in 2021 to give mobile advertisers and mobile app publishers more time to prepare. The change was simple but massive: making the IDFA opt-in. The IDFA is Apple's identifier for advertisers.
Jane Bryan
@Glen Jefferson Mozilla's point is that resetting this identifier prevents advertisers from developing rather detailed profiles on users, and is simple to do. It's not a hardware identifier (such as the EMEI of your iPhone), but rather a number generated by your operating system.
Rachael Buchanan
@Alan Webster If you don't want to stop ad tracking altogether—you're getting ads anyway, might as well be relevant—you can navigate to those same screens and tap Reset advertising ID on Android or Reset Advertising Identifier on iOS to cycle your ad ID and essentially force advertisers to start a new profile on you.
Juana Beck
@Angelo Reed By getting rid of the IDFA, Apple could make its platform more attractive to those who value privacy, consistent with the latest privacy-marketing ads for its iPhones and iPad. But the uproar from Apple's partners forced Apple to delay its move from mid-September, with the release of iOS 14, to sometime in early 2021.
Deanna Owen
@Jenny Jenkins The Advertising Identifier (IDFA) is a unique ID for each iOS device and is the only way to offer targeted ads. Users can choose to limit ad targeting on their iOS device. ... Ensure that you select the correct answer for Advertising Identifier (IDFA) usage.
Dixie Porter
@Ernest Brady The purpose of iOS Limit Ad Tracking (LAT) is to improve user privacy. Before iOS 10, when users actively selected LAT, the OS would send a “flag” indicating the user's wish. However, Apple's IDFA identifier was still there and not all companies honored the requests (this is still the case in Android).
Tony Jensen
@Sherri Lewis It’s not too difficult to understand how advertising identifier tech works. When a user clicks on an ad and opens the store, the network and the publishing app give it basic information such as campaign ID, network, and publisher. After that, the App Store sends a notification back to the network, indicating that the conversion event was successful.
Tony Jensen
@Sherri Lewis The notification is sent within 24 hours of the first launch and is entirely free of identifying user information or device information.
Tony Jensen
@Sherri Lewis The App Store runs the majority of this process, so the advertiser is unaware of the publisher and ad. The ad network will receive a notice indicating that an install has taken place without IDing the user and preserving the user’s privacy.
Candice Powers
@Oliver Higgins These transformations from Apple could pose some problems for advertisers who utilize specific measurement tools for optimization, budgeting for campaigns, and reporting.
Candice Powers
@Oliver Higgins Advertisers will need to use contextual marketing to understand which ad campaign performance is the best. There are a few things advertisers are asking themselves.
Arlene Gutierrez
@Micheal Palmer These transformations from Apple could pose some problems for advertisers who utilize specific measurement tools for optimization, budgeting for campaigns, and reporting.
Arlene Gutierrez
@Micheal Palmer Advertisers will need to use contextual marketing to understand which ad campaign performance is the best. There are a few things advertisers are asking themselves.
Beth Stephens
@Grace Bates There are a few ways to prepare for Apple’s new iOS IDFA user consent requirements. Though there are many things that companies may be looking into, here are some of the most important ways that you should consider preparing for the new requirements.
Beth Stephens
@Grace Bates Figure Out How You Want to Get Your Mobile Attribution Data Decide if You Will Guide Users Towards App Tracking Transparency Limitations of SKAdNetwork
Patricia Cortez
@Emmett Rhodes There are not really any direct alternatives to SKAdNetwork. What may happen is a mobile measurement partner (MMP) may choose to shift toward aggregated attribution solutions, which take deterministic and non-deterministic methods, differential privacy, and pieces from SKAdNetwork combined.
Patricia Cortez
@Emmett Rhodes With this in mind, utilizing a lot of SKAdNetwork data will need to be part of aggregated attribution to make it more accurate.
Patricia Cortez
@Emmett Rhodes There will be advertisers who do not want to work with the limitations of SKAdNetwork. So, MMPs will likely still continue to offer the infrastructure framework for both link building for tracking without SKAdNetwork and user routing for deep linking re-engagement.
Claire Campbell
@Marsha Salazar As mentioned previously, SKAdNetwork does present a few practical challenges in terms of advertisers. They are accustomed to obtaining data from attribution providers. Some of the other limitations of SKAdNetwork include:
Claire Campbell
@Marsha Salazar Granularity. Data is more limited to 100 ad campaigns on each network, per advertised app, and presents only at the campaign level.
Claire Campbell
@Marsha Salazar Advertiser Mistrust. Since data is primarily owned and reported by each individual ad network ID, the ad network is in charge of monitoring its own work. Advertisers obtain their data from other sources that tend to act more on their behalf.
Claire Campbell
@Marsha Salazar Risk of Fraud. Data is subject to easier manipulation, which can potentially increase the risk of ad fraud taking place.
Claire Campbell
@Marsha Salazar Limited ROI. The post-install notifications and notification features of SKAdNetwork are behind. They lack both in the real-time window in which app events are happening and measured and the commonality of app events.
Claire Campbell
@Marsha Salazar Delays. There is a delay window of a minimum of 24-48 hours between the time that an install takes place and when it gets reported, which can make it difficult for advertisers to work on the go.
Claire Campbell
@Marsha Salazar Linking and Attributions. The SKAdNetwork is currently not supporting deep linking and does not allow downloading as attributable.
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