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Apple Ad Attribution Evolves: From SKAdNetwork to AdAttributionKit


In the ever-evolving landscape of mobile advertising, Apple continues to prioritize user privacy, while advertisers strive for effective campaign results.


Let's explore how Apple's attribution frameworks, SKAdNetwork and AdAttributionKit, address these needs using a real-world example.


Imagine You're a Travel App Advertiser:


SKAdNetwork: You launch a mobile ad campaign to promote your travel app across various channels. SKAdNetwork reports the number of installs generated by your campaign but doesn't provide insight into whether users who saw your ad on a specific website went on to book a trip through your app.


Limitations of SKAdNetwork:

This limited data hinders your ability to optimize campaigns. Without knowing which websites drive the most valuable users or which ads are most effective, making informed decisions is challenging.



AdAttributionKit: It provides a comprehensive view, showing not only the number of installs your campaign generates but also whether those users booked a trip within your app. This capability allows you to:

  • Optimize Campaigns: Allocate your budget to websites that attract qualified users.

  • Refine Ad Creatives: Identify which ad messages resonate best with your target audience.



A Privacy-Focused Future


AdAttributionKit paves the way for a more robust and privacy-centric mobile advertising ecosystem. It offers advertisers valuable insights while ensuring user privacy remains a top priority.

By leveraging AdAttributionKit, advertisers can achieve a balance between effective campaign optimization and maintaining the highest standards of user privacy.


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