Apple’s SKAdNetwork plays a pivotal role in the mobile advertising ecosystem by safeguarding user privacy. It only passes back aggregated, anonymized data to advertisers and networks. The level of information shared depends on the amount of data received by Apple. A larger dataset results in more granular information, which may include campaign ID, location, placement, time, and ad display specifics.However, SKAdNetwork has its limitations. It does not consider view-through attribution and provides no information on impressions, remarketing, user lifetime value, ROI, retention, or cohort analysis. Nonetheless, it offers a robust framework for privacy-respecting attribution.
SKAN 4.0: A Significant Opportunity
SKAdNetwork 4.0, or SKAN 4, introduces several new opportunities for channels and networks. It enables customization, optimization, and the definition of best use cases, providing more flexibility in how advertisers work with attribution data. This latest iteration focuses on empowering networks and advertisers to adapt to the ever-evolving landscape of mobile advertising