While the impact has not been as catastrophic as some early predictions indicated, and despite user privacy having already been top-of-mind in the industry, it did cause a seismic shift in how we’re fundamentally able to approach attribution and measurement.įrom an industry perspective, these changes represent an ongoing shift toward an ecosystem centered around user privacy. While the app industry continued to thrive alongside these changes, Apple’s announcement at WWDC 2020 that access to the IDFA would be contingent on gaining user consent via a pop-up garnered a much more severe reaction from the mobile marketing industry. This has led to regulations like the EU’s General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA), which brought in new rules about how data must be respected and processed in those jurisdictions. Concerns about data privacy and how data is accessed and managed was and is a growing theme among users (and legislators). The mobile ecosystem has since developed and evolved, however, along with user knowledge of it. Iterations of this, starting with the Unique Device Identifier (UDID) had been in place since 2008-the switch to the IDFA took place in 2012. This ID, the Identifier for Advertisers ( IDFA) could be used by marketers to measure clicks and compare them to installs, which mobile measurement partners (MMPs) were then able to attribute. The option to limit ad measurement was available in the settings of an Apple device, but most users didn’t know, or didn’t bother. Up until the release of iOS 14.5, Apple had allowed each device to have a unique and resettable identifier, which was accessible to all apps downloaded on that device. We examine the ins and outs of working with SKAN and provide a holistic breakdown to ensure that marketers are up to speed with everything they need to know. In this guide, we put a lens on the changes from iOS 14.5+ to iOS 16.1, the significance for the industry, and how Adjust is adapting to deliver value to clients. The industry is becoming increasingly privacy-centric, and Adjust embraces these measures to ensure user privacy and data protection. As part of this, we also launched Conversion Hub in 2022, our all-in-one solution for smart, easy, and effective conversion value mapping.įrom understanding SKAN up until and including SKAN 4 and AppTrackingTransparency (ATT) to best practices for getting the opt-in, building and mapping conversion value setups, working with Adjust’s Conversion Hub, and creating marketing strategies that perform best in the post-IDFA world, there are a lot of topics and themes to cover. As with all things iOS, we are constantly reiterating our commitment to investing in next-generation solutions that align with the privacy-centric evolution of the market-moving away from solutions that focus on individual data points and towards optimizing insights for aggregated data. At Adjust, we’ve continued to test, engineer, and solve for the updates and changes, which is why we have already released our SKAN 4-ready SDK. The way SKAN works was significantly altered, leading the industry to once again reassess its approach to mobile marketing and measurement on iOS-something many businesses had only recently figured out. With the official release of SKAdNetwork 4.0 (SKAN 4) and iOS 16 in October of 2022, further change was brought to the space. It’s no longer just about a strict focus on attribution and deterministic data but a broader, cohesive analysis of aggregated data. The definition of ‘measurement’ and how we deliver value has simply evolved. Mobile Measurement Partners are still essential to mobile marketers. From the initial announcement until the rollout of iOS 14.5 in April 2021, the mobile marketing industry was sent into overdrive and pushed to reassess the way it handles user privacy and its approach to the mobile advertising ecosystem in general.Īt Adjust, we’ve remained at the forefront of these changes, working closely with Apple, our partners, and clients to make the transition as seamless as possible and to provide guidelines and solutions that serve the needs of marketers, developers, and advertisers. It’s been two and a half years since Apple first announced the release of iOS 14 at its Worldwide Developers Conference (WWDC) in June 2020, and more than two years since its release to the public on September 16, 2020.
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