During WWDC2021, while introducing the new features and changes of iOS15, Apple also announced some new developments in response to the new privacy regulations, such as the digital heritage plan and the addition of App privacy reports. Among them is a piece of information that is ignored by many people but is very good for the advertising industry: After iOS15 goes live, SKAdNetwork will support data back to advertisers!


Table of Contents

SKAdNetwork will return support data to advertisers!

Advertisers will "master" the data again

After Apple's new privacy regulations were implemented, IDFA's access was restricted. Although Apple provides a new attribution program SKAdNetwork, which fully protects user privacy, it also brings some drawbacks. For example, the return of conversion data is delayed, which greatly affects the timeliness of advertisers' optimization of delivery materials; conversion data It is only sent back to the advertising platform alone, which is very unfavorable for the calculation of advertising effects and the tracking and comparison of platform effects... These issues have attracted everyone's attention and heated discussions.

 

Perhaps Apple has also paid attention to the issues that everyone is more concerned about. When introducing the new developments of the new privacy regulations during WWDC2021, Apple announced to the public that after the iOS15 system is launched, SKAdNetwork will support the return of attribution data to advertisers. In other words, advertisers will be able to get conversion data for devices upgraded to iOS15 system.


In fact, SKAdNetwork already existed before the new privacy regulations: In March 2018, Apple released SKAdNetwork 1.0 on iOS 11.3, but it did not promote widespread use; last year, Apple actively updated it to version 2.0 to resolve Conversion behaviors such as installation, in-app registration, and purchase brought by IDFA.


On February 1, 2021, Apple once again launched the SKAdNetwork 2.2 version. Based on the original tracking of App ads, it began to support tracking the click effects of ads in web pages such as iOS and iPadOS. In addition, it also added a new version of View-Through Ads ( Browse ads), including video, audio and other forms of advertising attribution tracking, greatly reducing the impact of the upcoming IDFA access rights adjustment.

How should advertisers configure?

Similar to the previous way that advertising platforms obtain return parameters, advertisers who want to connect to SKAdNetwork are also very simple to obtain return data. They only need to embed a line of code, which is divided into two steps:


1. Add the return address field in the application's Info.plist:

NSAdvertisingAttributionReportEndpoint


2. Developers need to create the report-attribution path under the returned domain name:

.well-known/skadnetwork/report-attribution/

In response to the problems that developers may encounter after accessing the updated SKAdNetwork, Apple has also reminded, for example: to ensure the uniqueness of the nonce parameter, so that the data request of each advertisement is unique; when the developer creates a signature, pay attention to it. The order of the parameters, the parameters will affect the ad display and attribution. If you encounter problems at this step, you can check the developer’s technical documentation to ensure that the order of the parameters is correct.

Summary


Since the launch of SKAdNetwork, Apple has continued to release new versions. It can be seen that Apple is also working hard to eliminate the impact of IDFA access rights adjustments. Although "sending support 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, the editor suggests that you may wish to test the configuration in advance. After iOS15 is online, you can use it as soon as possible, in order to shorten the time to obtain callback data.

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