What is SKAdNetwork and why is it important for iOS advertisers?

SKAdNetwork, introduced by Apple, offers a privacy-compliant way to provide advertisers with attribution data for iOS campaigns. By aggregating the data, it protects user and device-specific details while enabling campaign optimization.

what does SKAN / SKAdNetwork stands for?

SKAdNetwork (SKAN) stands for StoreKit Ad Network. The StoreKit framework, on which it's based, supports multiple functionalities for iOS apps, encompassing transactions, in-app purchases, as well as ad attribution.

How does SKAdNetwork work in the digital advertising ecosystem?

When an ad is displayed, SKAdNetwork registers its view and, if the user engages with the ad and downloads the advertised app within a certain time window, that download will be attributed to the ad network. Postbacks are sent to both the ad network and advertiser, providing behavioral data without compromising user privacy.

What challenges does SKAdNetwork present, and how can they be addressed?

SKAdNetwork presents a number of challenges, including limited ROI/LTV measurement, data granularity, postback delays, ad fraud risk, and lack of re-engagement support. Understanding Apple's conversion value mechanism and working with an MMP can mitigate these issues.

How does SKAdNetwork 4.0 improve compared to previous versions?

SKAdNetwork 4.0 introduces up to three postbacks based on distinct timeframes. It also offers a LockWindow feature for quicker postback reception, crowd anonymity for privacy-preserving data sharing, and an expanded source identifier range for detailed campaign measurement.

What steps can advertisers take to maximize the benefits of SKAdNetwork?

Advertisers should aggregate and validate SKAdNetwork data, and enrich it with additional metrics for comprehensive analysis. They should also ensure seamless integration with mobile attribution solutions, and define conversion events for dynamic in-app activity measurement.

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SKAdNetwork (SKAN)

Android Privacy Sandbox

View-through attribution (VTA)

Differential privacy (DP)

Privacy Cloud Application (PCA)

Re-engagement

Device ID

Postback

Mobile measurement partner (MMP)

Lifetime value (LTV)