SKAdNetwork: The Biggest Change Brand Advertisers are Ignoring
It’s no secret that Apple will begin enforcing its AppTrackingTransparency framework soon, chipping away a decade of targeting practices and technologies. But there’s another side of Apple’s privacy coin that gets talked about less: SKAdNetwork, and it’s perhaps even more important that advertisers pay attention to the actions needed to stay current.
What is SKAdNetwork?
SKAdNetwork (sometimes referred to as SKAN) was introduced to the public officially in 2018, though only available to limited partners as Apple tested the waters. At its World Wide Developer Conference last year, Apple announced SKAdNetwork to facilitate install transparency and measurement in IDFA-less inventory, and in other app-install campaigns, coming with iOS 14 (and future iOS versions).