During WWDC2021, Apple introduced the new features and changes of iOS15 while also announcing some new developments for the new privacy regulations, such as the Digital Legacy Program and increased App privacy reporting. One of them is a piece of information that many people ignore but is very good for the advertising industry: after iOS15 goes live, SKAdNetwork will support data transfer back to advertisers!
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SKAdNetwork will support data back to advertisers after iOS15 goes live!
With Apple’s new privacy rules in place, access to IDFA has been limited. Although Apple has provided a new attribution solution SKAdNetwork, which fully protects users’ privacy, it also brings some disadvantages, such as the delayed return of conversion data, which greatly affects the timeliness of advertisers’ optimization of placement materials; the conversion data is only separately returned to the advertising platform, which is very unfavorable to the accounting of advertising effects and the tracking and comparison of platform effects, etc. …… These issues are of great concern and hotly debated.
Apple may also pay attention to the concerns of everyone
During the introduction of the new privacy regulations at WWDC2021, Apple announced that SKAdNetwork will support the return of attribution data to advertisers after the iOS15 system is launched. In other words, advertisers will be able to get the conversion data of devices upgraded to iOS15.
In fact, SKAdNetwork existed long before the new privacy regulations: in March 2018, Apple released SKAdNetwork 1.0 on iOS 11.3, but it did not drive widespread use; last year, Apple aggressively updated it to version 2.0 to address conversion behaviors such as installation, in-app registration, and purchase brought by IDFA.
On February 1, 2021, Apple again launched SKAdNetwork version 2.2, which started to support tracking the click effect of ads in iOS, iPadOS and other web pages based on the original tracking of App ads, in addition, attribution tracking of View-Through Ads (browsing-based ads), including video, audio and other forms of ads, was also added. The impact of the upcoming IDFA access rights adjustment has been greatly reduced.
For more information about SKAdNetwork, please see the article “iOS 14.5 will be released next week, IDFA will be “disabled” soon! How can developers save themselves?
How should advertisers configure?
Similar to the way the previous advertising platform gets the return parameters, it is very simple for advertisers to access SKAdNetwork and get the return data, just embed a line of code.
For the problems that developers may encounter after accessing the updated SKAdNetwork, Apple has also made reminders, such as: ensure the uniqueness of the nonce parameters so that each data request for ads is unique; when developers create signatures, pay attention to the order of the parameters, which will affect the display and attribution of ads, if you encounter problems in this step, you can check the developer technical documentation to ensure that the parameters are in the correct order, etc.
Since the launch of SKAdNetwork, Apple has been releasing new versions, which shows that Apple is also trying to eliminate the impact of IDFA access rights adjustment. Although the change of “send back data to advertisers at the same time” is only a small change, it does solve a series of problems caused by advertisers not being able to receive data. If there is a need for access, I suggest that you may want to test the configuration in advance and use it as soon as iOS15 goes live in order to shorten the time to get the callback data.