The SKAdNetwork framework is not new, Apple introduced it back in March of 2018. At the time it was positioned as an alternative, more privacy-oriente

What Is SKAdNetwork?

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2021-05-29 17:00:05

The SKAdNetwork framework is not new, Apple introduced it back in March of 2018. At the time it was positioned as an alternative, more privacy-oriented approach to campaign measurement. 

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.

With SKAdNetwork, the attribution data is sent to the attributed network only when all three players “do their part.” It’s important to note that the entire flow is unrelated to and completely independent of the device’s IDFA , Apple’s device identifier for advertisers.

Since independent and unbiased attribution solutions were already very robust and widely used by advertisers even back in 2018, there was no major incentive for advertisers to adopt SKAdNetwork at the time. Especially since these solutions could deliver attribution for all networks and operating systems, not just for iOS alone.

Apple’s SKAdNetwork remained on the sidelines of the mobile attribution and marketing measurement playing field for over two years.

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