Apple first presented the SKAdNetwork in March 2018. SKAdNetwork was initially created as a different method of measuring advertising campaigns with privacy as a top priority. Before the advent of iOS 14 in September, Apple’s IDFA (iOS advertising device) was the main source for tracking advertisements and attributions. However, starting with iOS 14, developers will have to get permission before sharing the IDFA with outside parties.
The SKAdNetwork is currently on course to replace IDFA as the preferred method of measuring mobile advertising campaigns.
The Functions of SKAdNetwork:
Apple’s SKAdNetwork is a means to protect consumer privacy when installing software on mobile devices. It is a method of calculating specific conversion rates for CPI or app install campaign IDs without disclosing the user’s identity. The skadnetwork attribution solutions, when implemented, provide information and data for the publishers.
But how does Apple accomplish this without using user identifiers and certain privacy constraints?
The main intermediary is Apple and the App Store. The Apple App Store is used for the view via the attribution process, and Apple’s servers act as the authentication service. The temporal information is then given to the ad networks once removed and segregated from anything that could be used to identify the user.
Understanding the operation of advertising identifier technology is not too difficult. Basic data like campaign ID, network, and publisher are provided to the publishing app when a user clicks on an ad and enters the store. Following that, the App Store notifies the network that the conversion event was successful by sending a notification back to it.
The notification is issued within 24 hours of the initial launch, devoid of the user or device identifiers. The App Store manages the majority of this procedure. Thus the advertiser is not aware of the publisher or the advertisement. Without identifying the user and maintaining their privacy, the ad network will be notified that an install has occurred. Conversion value is just one indicator of an ad network’s success.
Why Are Publishers Important to SKAdNetwork?
Publishers must acclimate to and adopt the SKAdNetwork’s support if they want to remain relevant. Consider a scenario where most marketers use SKAdNetwork with Apple’s monitoring and largely use programmed advertising on iOS.The only available inventory in that situation might be the SKAdNetwork inventory. To make sure that no one loses out on ad tech revenue, it is crucial to figure out how to meet this demand and adjust to these changes in real-time.
The implications for advertisers:
Apple’s changes could cause issues for advertisers who use particular measurement tools for campaign budgeting, reporting, and optimization. Contextual marketing will be necessary for advertisers to determine which ad campaign effectiveness is the best. Marketers are asking themselves a few questions:
- How will SKAdNetwork data points from the various networks they collaborate with be gathered?
- How can findings be gathered in a single location for simple reading and practical marketing insights?
- How will data evaluation take place?
- There is a possibility of inaccurate data points.
- How can conversion values be interpreted per app in their true context?
Getting Ready for SKAdNetwork:
The new iOS IDFA user permission rules from Apple can be prepared for in a few different ways.
Here are some of the most crucial ways to think about being ready for the new criteria, even if there are many things that businesses may be looking at.
Plan how you’ll obtain your mobile attribution data:
- Data will probably become increasingly scattered for ad networks and app developers:
- SKAdNetwork distributes data at the campaign level for every person using iOS 14 directly from Apple to advertising networks.
- iOS users who agree to track are given access to user-level data through AppTracking Transparency.
Choose whether You Will Encourage Users Toward Transparent App Tracking:
A lot of businesses are debating whether or not to capture IDFAs.Many of them think that IDFA might be a little out of date and might bother consumers. Consequently, they are inclined to use SKAdNetwork and first-party data sources solely.
- A few additional events must take place for SKAdNetwork and app credit to be properly appreciated.
- Advertising networks must sign specific ad campaigns and register and interface with Apple.
- To ensure that the signature is sent to the OS, the source app must make it apparent through each ad click that the click is pertinent.
To measure the quality of the users per campaign, advertised apps will need to show that they were launched and determine the user’s quality based on the user’s activities.
Apple released new IDFA and SKAdNetwork specifications. Although this shift may not be perfect for everyone, it has a great deal of promise to create some fresh growth opportunities.