For those who’re a cell marketer following Apple’s privateness adjustments, you’ll comprehend it’s been fairly the journey. When Apple introduced SKAdNetwork (SKAN) 5 at WWDC 2023, its re-engagement capabilities—particularly, its potential to supply insights into down-funnel exercise for customers focused by UA campaigns who have already got an app put in—made many advertisers optimistic in regards to the added advantages over SKAN 4.
However at WWDC 2024, SKAN 5 was a no-show. As an alternative, Apple rolled out AdAttributionKit (AAK), which can be accessible from iOS 17.4 onwards (with additional options slated for launch in iOS 18). So, what offers?
What’s Apple’s AdAttributionKit?
Apple describes AdAttributionKit as its “new” attribution framework that allows broader advert attribution capabilities. It’s designed to strengthen privateness protections within the Apple App Retailer and different marketplaces whereas additionally addressing regulatory necessities, particularly in relation to Apple’s interpretation of the EU’s Digital Markets Act (DMA). For those who look nearer, nevertheless, you possibly can argue that AdAttributionKit is only a rebrand of SKAN 5.
Each share an identical framework with three cryptographically signed postbacks, 64 conversion values, and near-identical privateness options. Provided that SKAN 4.0 has struggled with uptake, with our 2024 App Marketer Survey discovering that 35% of cell entrepreneurs are nonetheless unfamiliar, it’s hardly stunning that Apple would wish to begin afresh. We think about the varied teething issues SKAN 4 has struggled with since its launch, together with a notable bug that brought on conversion worth points, additionally factored into the choice.
The variations between AdAttributionKit and SKAdNetwork
Whereas they could have many similarities, cell entrepreneurs ought to concentrate on some notable variations between the AAK and SKAN.
Designed for interoperability
Apple designed AAK and SKAN to be interoperable. If an advert served in a writer app makes use of SKAN to serve an impression, the postback returned by Apple can be in SKAN format. If an advert served in a writer app makes use of AAK to serve an impression, the postback returned by Apple can be in AAK format. Your MMP and/or demand companion should appropriately help the postback processing and aggregating reporting.
Various app retailer protection
The largest distinction is that AAK works with the App Retailer and different app marketplaces, whereas SKAN is simply suitable with the previous. The brand new framework additionally helps a broader vary of advert codecs than SKAN, together with customized click on advertisements, view-through advertisements, and numerous overlay kinds (similar to banner advertisements and full-screen listings).
For cell entrepreneurs, this implies they’ll broaden their attain and purchase customers from a broader vary of platforms utilizing extra advert codecs, enhancing their total consumer acquisition technique.
Developer mode
One of many main complaints about SKAN is its total complexity, making it generally difficult to run assessments. Apple has taken that to coronary heart, as AAK introduces a developer mode.
As soon as this mode has been activated, time randomization is faraway from the system, and conversion home windows are shortened. This implies conversion worth replace testing can happen in all three home windows in a “test-friendly timeframe.” This mode additionally enhances debugging by offering real-time knowledge and debug info, permitting builders to establish and repair attribution points rapidly.
AdAttributionKit additionally incorporates stricter advert fraud prevention measures, similar to requiring advertisements to be displayed within the foreground and limiting using timers to finish impressions prematurely.
The return of re-engagement
One of many uncertainties when Apple introduced AdAttributionKit was what this meant for the introduced re-engagement options for SKAN 5. The excellent news is that every little thing initially promised for SKAN 5 has carried over into the brand new AAK framework.
With AdAttributionKit, demand companions can designate advertisements for re-engagement by setting the “eligible-for-re-engagement” parameter to “true” within the impression JSON (JavaScript Object Notation). When a consumer with the marketed app already put in clicks on such an advert, a common hyperlink will open the app and direct the consumer to the desired in-app location. The advert will direct the consumer to the suitable app retailer if the app isn’t put in.
Must you undertake Apple’s AdAttributionKit?
Whereas the advantages talked about above would possibly look tempting, we’d argue that for many cell entrepreneurs, there’s little purpose for advertisers to hurry out and undertake this new framework on the time of writing.
Whereas leveraging different app marketplaces could be an ideal benefit, just some shops have constructed up a big viewers. Likewise, whereas enhanced engagement options are helpful, they aren’t essential to most UA methods.
That mentioned, we anticipate AdAttributionKit enhancements sooner or later. App entrepreneurs ought to proceed to analysis and keep up to date with any adjustments in order that they’re not caught off-guard if AdAttributionKit turns into normal for iOS cell promoting.
We’ll proceed to supply these updates on the Liftoff weblog. And for those who determine to make the transition now, we’re right here that will help you navigate the method and make it as simple as doable.
For those who’d prefer to study extra about Apple’s attribution frameworks, take a look at our weblog publish on SKAdNetwork and its influence on cell advertising and marketing.
