Apple's AppTrackingTransparency framework: how to attribute programmatic ads on iOS 14
Apple’s AppTrackingTransparency framework: how to attribute programmatic ads on iOS 14
In 2018, Apple introduced the API called StoreKitAdnetwork (SKAdNetwork). That API allows mobile app install attribution, helping advertisers to measure conversion rates of app install campaigns (CPI) without compromising users’ identities.
In the first rollout, ad networks could attribute installs directly from the App Store without relying on the Apple’s IDFA (the identifier used for ad tracking/attribution on iOS), effectively cutting out 3rd-party attribution vendors.
A shadow industry quickly grew around the IDFA, collecting as much personal info as possible and linking it back to individuals.
To prevent the IDFA abuse, Apple decided to make system-level changes: in 2020, released new privacy guidelines for iOS 14 and introduced the ATT(AppTrackingTransparency)framework, which manages access to the IDFA by requiring new users to opt-in to IDFA collection by advertisers.
This must be done separately for each iOS app, which would make IDFA access severely limited to advertisers for tracking users at scale.
If most advertisers choose to adopt and to attribute programmatic ads on iOS, DSPs could potentially only bid on SKAdnetwork compatible inventory.
Therefore, pubs and SSPs must prepare to support SKAdnetwork making inventory available to meet the demand.