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If users decide not to share their IDFA with third-party providers, retargeting becomes an issue - and also techniques like frequency capping and controls around recency.

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Wording on Apple’s developer site says if users opt out of tracking, developers can’t place a third-party software development kit in their app that combines their app’s user data with data from other developers’ apps to “target advertising or measure advertising efficiency, even if you don’t use the SDK for these purposes.” “The definition oversimplifies the industry in such a way that it has the potential to create winners and losers just by ignoring the way the ecosystem works,” said Alex Cone, senior director of product management at IAB Tech Lab.

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The documentation suggests developers can only list each “ad network” with which they work.Īpple defines ad networks as entities that “that sign ads and receive install notifications when ads result in conversions,” according to its developer documentation. We should look in other places.”Īd network has become a much-maligned term in the ad tech industry, so there’s a whiff of irony that access to the SKAdnetwork is limited to ad networks, source apps and advertised apps.Īnyone working in digital advertising knows there’s usually more than three participants: A DSP, advertiser ad server, publisher ad server and supply-side platform are usually added to that list at the very least. “It’s time to move on, it’s not going to get any better. “Put down your ambitions for precise attribution,” said Kevin Joyner, director of planning and insight at digital marketing agency Croud. Some industry experts aren’t convinced there’ll be much of a SKAdnetwork 2.0. The data “campaign ID” is also limited to 100 values, which doesn’t account for optimization: A typical campaign tends to run thousands of different creatives, Müller added, tailored for different geolocations and A/B testing, for example. “It focuses on metrics not worth anything to people - like downloads - and does not offer granularity even remotely to run campaigns,” said Müller. Müller, CTO and co-founder of mobile measurement company Adjust, describes the SKAdnetwork as “complete garbage.” The reports are aggregated and not delivered in real-time. Will the SKAdnetwork be expanded over time?Īpple’s proprietary SKAdnetwork is a basic application programming interface that let’s an ad network know whether their ad campaigns lead to an app install or other limited “postback” events after the app was installed.

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The company cracked down on browser fingerprinting in Safari in 2018. Yet it’s unclear whether any contextual parameters will be allowed in the bid stream - even if they don’t present any immediate details about the specific user.Ĭontextual information could still be considered as having the potential for device “ fingerprinting,” which is unlikely to pass muster with Apple.

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Rather it’s about, “what can we tell in a privacy aware manner about the in real-time to then pass information for the to use.”Įxamples include how long the user has been using the app, whether the device has enough battery to download an app and whether the audio is on or off, Yehudai said. “This is not like the type of contextual targeting people think about from desktop in 2014,” said Offer Yehudai, president of app monetization platform Fyber. Some mobile ad tech companies have posited that the IDFA changes could mark a shift from audience targeting based on user data to more contextual targeting. Apple started “carte blanche” rejection app updates for those developers found in violation, Seufert said.

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