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WWDC 2022 Recap: What’s New for Cellular Development?


Apple’s annual Worldwide Builders Convention (WWDC) concluded on June 10, 2022. Now it’s time to cowl the newest about every thing Apple introduced, together with enhancements to SKAdNetwork and the newest on AppTrackingTransparency compliance.

Why is WWDC such an necessary occasion?

We will’t actually discuss WWDC with out reminding ourselves of its latest historic context.

In 2020, we obtained iOS 14, AppTrackingTransparency, SKAdNetwork, and the start of the IDFA Apocalypse. That was adopted the subsequent yr by iOS 15 with Personal Relay and Cover My E mail. Not as large, but additionally not insignificant. Each have been disruptive.

The stakes for adjustments like these usually are not small. When Apple makes bulletins like these, it’s disruptive to all of us right here on the planet of cell advertising and marketing… but it surely additionally actually strikes markets and impacts the trade in very unpredictable methods.

For instance, Apple’s personal advert community, Apple Search Advertisements, has been thriving ever for the reason that launch of iOS 14.5. In the meantime, rival advert networks have been capped by this privateness push. After two years in a row of this, it is smart that all of us begin twitching a bit each time Apple has a product announcement.

Going into this yr’s WWDC, many people in cell anticipated one thing disruptive, but it surely looks like Apple determined to take the yr off for privacy-related bulletins.

WWDC 2022 scorecard 

This isn’t to say there was an absence of fascinating developments. To summarize the updates of notice:

✖ No main privateness bulletins

✔️SKAdNetwork 4.0 is right here! 

✔️Clarification on AppTrackingTransparency coverage

✔️Adjustments to pasteboard entry

No main privateness bulletins

An excellent indication of what Apple considers necessary every year is no matter makes it into the primary WWDC Keynote at first of the primary day. Nothing associated to promoting or privateness made that keynote this yr, not like the final two years.

You might be questioning: What might one thing large have seemed like? One main principle was that Apple would possibly prolong iCloud+ Personal Relay to cowl app visitors, probably mixed with an answer just like SDK Runtime (which was launched as a part of Privateness Sandbox on Android earlier this yr). This is able to have additional masked IP addresses, technically blocking AppTrackingTransparency workarounds like fingerprinting. (For a deeper clarification of how a system like this might have labored, learn this weblog publish.) 

Nonetheless, Apple didn’t do this this yr. Possibly in iOS 17…

SKAdNetwork 4.0

Should you get your annual kicks out of WWDC chaos, this may be mildly disappointing thus far. However there may be an unambiguously constructive improvement: We’re getting a brand new model of SKAdNetwork! 

We’ll go into all the main points subsequent, however SKAdNetwork 4.0 is a significant enchancment and may make SKAN much more usable for many apps.       


Crucial message is that extra knowledge sign is now accessible in additional conditions, in accordance with the newest examine. It may be stated that earlier variations of SKAN have been considerably over-engineered (such because the rolling timer), and the brand new model reduces the system’s complexity.

With V4, SKAN is lastly changing into a system that feels prefer it may be carried out and used – basically what all of us desired from V1. It’s not but good, but it surely’s an enchancment from the previous. It’s encouraging to see Apple persevering with to take a position right here.

What are the SKAdNetwork enhancements coming in model 4.0? 

  1. A number of conversions – Now you can rise up to 3 postbacks despatched at predetermined intervals — no have to cope with difficult extensible timer logic!
  2. SKAdNetwork attributions for internet – Attribution is now supported for web-based advertisements that direct to the app’s App Retailer product web page.
  3. Hierarchical supply identifiers –  Apple is changing the marketing campaign ID  with a brand new parameter named the supply identifier, which is 100x bigger and meant to be extra versatile than marketing campaign ID. As much as 4 digits are actually supported, relying on privateness thresholds. 
  4. Hierarchical conversion values – Addition of  ‘coarse’  and ‘wonderful’ grained conversion worth variants.

Historical past of SKAdNetwork

  • SKAN 1.0 (iOS 11) | Earlier model of the Matrix: Model 1 got here approach again in 2017, with iOS 11. We will consider this because the earlier model of the Matrix — it may be referred to as SKAdNetwork, but it surely actually didn’t operate very like the present system. For all sensible functions, we are able to ignore it.
  • SKAN 2.0 (iOS 14) | Starting of the Trendy Period: The primary ‘trendy’ model of SKAdNetwork was 2.0, launched together with ATT in 2020. Since then, Apple has made a number of incremental enhancements to the system. For instance, in SKAN 2.2, they added help for view-through attribution.
  • SKAN 3.0 (iOS 14.6 – 15): In model 3.0, Apple added help for postbacks to advert networks that didn’t win last-touch attribution credit score. Additionally in 3.0 (a bit later), Apple made it doable for advertisers (and MMPs, on advertisers’ behalf) to get a duplicate of the SKAN knowledge instantly, as an alternative of relying completely on advert networks to gather and ahead every thing.

All these enhancements have been welcome, however principally incremental and never addressing among the systemic points that brought about essentially the most ache for advertisers with SKAN.

With SKAN 4.0 (iOS 16), that’s lastly beginning to change.

Introducing: Crowd Anonymity

Earlier than we bounce into the main points of what’s new in SKAdNetwork 4.0, we have to outline a key idea: Crowd Anonymity. That is Apple’s time period, and it’s necessary due to the way it compares with earlier variations of SKAN.

Up to now, SKAdNetwork 4.0 had the idea of a ‘Privateness Threshold’. There was just one, and passing this threshold concerned getting sufficient exercise in your marketing campaign that Apple felt assured you wouldn’t have the ability to reverse-engineer something about a person person from the information. Should you handed the brink, you’ll get extra knowledge in regards to the set up and conversion course of. Should you didn’t, SKAN would withhold some knowledge parameters. The standards and minimums of this threshold have been all the time secret.

In SKAN 4.0, the factors and minimums are nonetheless secret, however now they’re additionally extra subtle. As an alternative of 1 threshold to cross, now there are three completely different teams. Apple describes these as both much less/extra/most, or low/medium/excessive. The essential concept is that they progressively reveal extra granular knowledge because the variety of customers within the cohort will increase. Hold these three ranges in thoughts as a result of they’re necessary for a number of of the brand new enhancements.

A number of conversions

In earlier variations of SKAdNetwork, you bought a single conversion postback. That was it. Only a single sign, ever. A fancy system of timers made it doable to delay the postback till the person had time to make a conversion, however that got here at the price of ready longer to get any details about the set up.

In SKAdNetwork 4, now you can rise up to 3 postbacks — and they’re despatched at predetermined intervals, which implies no have to cope with difficult extensible timer logic.

Right here’s the way it works:

  • As soon as the person opens the app for the primary time, you register with SKAN for attribution. That’s the identical because it has all the time been.
  • Two days after this registration, the primary postback is shipped.
  • Then, the second postback is shipped after seven days. 
  • The third postback is shipped after 35 days.

This permits for extra time to gather alerts about what the person is doing after the set up, which solves one of many largest painpoints with SKAN thus far. It’s necessary to notice that every postback is barely despatched in case you make an replace conversion worth name in the course of the given window. This implies in case your person installs the app after which doesn’t open it once more for 3 weeks, you’d get postbacks one and three, however NOT two. 

It’s additionally necessary to notice that every postback may have a parameter specifying which place it’s in, however there received’t be any method to tie collectively the successive postbacks from every person. In different phrases, it’s all nonetheless aggregated knowledge — simply extra of it. 

Additionally, simply in case it wasn’t already clear, this enchancment means no extra looping timers! It is a welcome improvement because the looping timers have been complicated and tough to work with.

SKAdNetwork attributions for internet

One other enchancment is SKAdNetwork help for internet advertisements. Older variations of SKAN didn’t help this, and it was a big gap. With 4.0, SKAdNetwork will help attribution for web-based advertisements that directs customers to the marketed app’s App Retailer product web page.

Along with PCM (Personal Click on Measurement), this implies Apple is slowly overlaying extra of the assorted conversion flows in a typical app advertising and marketing technique. There are nonetheless loads of gaps, however no less than they’re progressively making progress.

Facet notice: SKAdNetwork for non-ads?

This new internet performance would possibly imply that clicks for non-ad channels might be thought-about by SKAdNetwork. That is all nonetheless theoretical, however whether it is doable, this will likely lastly unlock some potentialities for SKAN help of non-ad advertising and marketing actions like internet good banners and e-mail advertising and marketing. If that’s the case, this may be an enormous alternative as a result of it might resolve a significant blind spot with SKAN that at the moment makes it not possible to know if an advert is falsely getting credit score for conversions that have been really pushed by different channels.

Hierarchical supply identifiers 

Subsequent, let’s focus on the brand new hierarchical knowledge parameters in SKAN 4.0, beginning with the supply identifier.

In earlier variations of SKAN, we had the marketing campaign ID. This was a two-digit parameter, which meant there have been 100 potentialities. The whole parameter was all the time despatched again within the SKAN postback. Now, Apple is changing the marketing campaign ID with a brand new parameter referred to as the supply identifier. They’ve renamed it as a result of this new parameter is 100x bigger and meant to be extra versatile than simply marketing campaign IDs. 

The digits can be utilized nonetheless the advertiser/advert community determines. This marketing campaign/location/placement scheme is only one instance. 

It now helps as much as 4 digits, and the quantity returned within the postback will depend upon the Crowd Anonymity stage:

  • If the Crowd Anonymity stage is ‘low’, then the primary two digits are returned. That is the way in which issues labored beforehand.
  • On the ‘medium’ stage, three digits are returned. 
  • On the ‘excessive’ stage, all 4 digits can be found.

Hierarchical conversion values 

Let’s now cowl the hierarchical conversion values. In earlier SKAN variations, the conversion worth was a six-bit quantity, that means 64 complete choices. It was solely doable for this quantity to be elevated — in case you set it to 10 (for instance), there was no approach you may reset it again to 9 once more.

In SKAN 4.0, there are literally two completely different values:

  • Positive-grained, which is similar because the six-bit worth that already existed.
  • Coarse-grained, which is a fundamental low/medium/excessive vary.

Solely considered one of these values is returned, and which one you’ll obtain is managed by postback place and Crowd Anonymity stage. There may be additionally no technical correlation between these two values, whichmeans each will be set at any time to any worth the developer wishes (e.g., each ‘excessive, 2’, and ‘low, 61’ are legitimate combos).

And sure, in SKAN 4.0 the values can each enhance AND lower.

Let’s have a look at an instance the place the 2 conversion values may be set contained in the app to ‘excessive’ and 42, respectively:

  • If the Crowd Anonymity stage is ‘low’, then  neither model of the conversion worth is returned. That is equal to prior variations of SKAN the place the one privateness threshold was not met.
  • On the ‘medium’ stage, the coarse worth is returned. 
  • On the ‘excessive’ stage, the wonderful stage is returned.

It’s necessary to notice that solely the first postback is eligible for the fine-grained postback. Which means that the conversion worth in postback one might be null, coarse, or wonderful, relying on the Crowd Anonymity stage. Postbacks two and three can solely be coarse or null, by no means fine-grained.

What occurs subsequent with SKAdNetwork?

Whereas SKAN 4.0 is an enchancment — with help for a number of postbacks, internet advertisements, and easier timer settings — gaps nonetheless exist. Listed below are a number of of the highest gadgets we’d nonetheless very very like to see, maybe in SKAdNetwork 5.0:

  • True help for non-paid channels (owned and earned).
  • Deep linking.
  • Re-engagement advertisements (app is already put in). 

The complete documentation for SKAdNetwork 4 has not but been revealed, so some particulars stay unclear. For instance, we don’t know what the introduction timeline seems like. It might not be launched similtaneously iOS 16.0 this fall. No matter occurs, in actuality, earlier SKAdNetwork variations might be with us for some time. 

Moreover, there’s no indication that SKAN 4.0 might be retroactive to earlier variations of iOS, so put together for extra fragmentation. We’ll be coping with fragmented knowledge — coming from numerous variations of SKAN and different attribution methodologies — for a very long time. That’s why it’s extra necessary than ever to depend on trusted advisors (like your MMP) to make sense of all this chaos.

What about ATT enforcement?

Apple’s Discover App Monitoring Transparency tech session contained some fascinating particulars. Whereas there’s nothing fairly as clear as a ‘declaration of struggle’ on any specific habits or exercise, a number of issues are nonetheless particularly addressed (no less than, particular in relation to Apple).

Right here’s what we discovered this yr at WWDC about AppTrackingTransparency coverage interpretation, compliance, and enforcement: 

  • ‘Monitoring’ isn’t just about IDFA. ATT applies to all types of promoting monitoring, and it’s not simply IDFA gating (IDFA is barely talked about as soon as in the entire session). This was all the time clear within the coverage, however the way in which Apple described it this yr shifted subtly.
  • No separate-but-equal programs to SKAN. Apple particularly guidelines out workarounds primarily based on processing user-level knowledge however solely outputting aggregated experiences. In different phrases, you may’t create ‘separate-but-equal’ programs to SKAN that work with out person opt-in.
  • Fingerprinting isn’t okay. Fingerprinting is addressed head-on: Apple says it’s by no means allowed. Whereas there are not any specific statements about upcoming enforcement plans, it’s not arduous to see this as a remaining warning.

 Need to guarantee compliance and worth inside ever-changing privateness insurance policies (like AppTrackingTransparency)? If sure, you’ll be well-equipped with Department’s SafeTrack™ — the most effective monitoring compliance performance to have in your armory. With this resolution, you may relaxation assured that your advert hyperlinks are designed to behave in full compliance with all relevant platform insurance policies for advert monitoring, together with ATT.

Pasteboard entry adjustments

Lastly, Apple additionally introduced some enhancements to Pasteboard entry for apps in iOS 16. Apple launched a small paste notification banner in iOS 14, to present customers extra transparency into when apps accessed the pasteboard, however there was nonetheless no permissions requirement. 

Now, extra management for cross-app copy/pasting is right here! In iOS 16, the system offers a brand new, customizable OS-level paste button that confirms the person’s cross-app intent by requiring the person to faucet with a purpose to paste. Different paste strategies can nonetheless be used, however will now set off a affirmation modal.. As earlier than, builders can use the strategies described in Detecting Patterns of Content material in Pasteboard Gadgets to find out if pasteboard gadgets match numerous patterns — like internet search phrases, URLs, or numbers —  with out notifying the person.

Observe: Department’s on-device deferred deep linking resolution, NativeLink ™, makes use of the pasteboard to recollect the person’s vacation spot by means of the App Retailer set up course of. NativeLink already asks for an opt-in from customers with a purpose to begin the copy/paste circulate, and these iOS 16 enhancements help our emphasis on buyer opt-in, flexibility and transparency. Our groups are testing the brand new iOS 16 pasteboard performance, and we’re assured these adjustments will match nicely with the NativeLink ™  expertise.

What does this imply for the long run?

The general tendencies are very clear, and nothing introduced (or not introduced) throughout WWDC 2022 adjustments that.

Apple is taking a break from new privacy-related excessive drama this yr, however that doesn’t imply they’re strolling away. Simply see their new advert marketing campaign for proof. Even when Apple doesn’t transfer extra aggressively into ATT enforcement after these WWDC bulletins, we imagine the most effective technique for the way forward for measurement is to embrace the brand new world. It’s suggested to not waste time and power making an attempt to squeeze out just a bit bit extra device-level knowledge by means of workarounds. Apple will inevitably crack down on them, whether or not this yr or subsequent. Gadget-level knowledge goes out of trend, in favor of aggregated reporting. 

Your MMP is your ally. Don’t attempt to go it alone — it’s extra necessary than ever to have a cell measurement associate to deal with all of the complexity baked into measuring your advertisements. However on the similar time, with new measurement frameworks like SKAdNetwork and Privateness Sandbox for Android, everybody goes to be utilizing the identical set of instruments. Make sure to consider your MMP on their information and expertise pertaining to your model’s trade. 

Search for different low-hanging fruit. Advertisements have been a budget, accessible possibility for a very long time. They aren’t going wherever, however now could be the time to 1) have a look at different advertising and marketing channels and a couple of) give attention to plugging the leaks in your funnel as an alternative of simply pouring extra low cost visitors within the prime. Now, we’re seeing a basic development towards curiosity in different owned and natural channels. These have all the time been a very good wager, and now they’re getting the eye they all the time deserved. This requires a distinct toolset out of your typical, conventional MMP – so in case you haven’t thought-about investing in a cell linking platform on your owned and earned channels, it is a nice time to start out.

Keep constructive! Massive shifts like this are why cell is such a dynamic house to work. It’s extremely thrilling.

That wraps up our protection of every thing Apple revealed at WWDC this yr, which incorporates adjustments to SKAdNetwork and AppTrackingTransparency compliance. To remain up to date on the newest adjustments and developments within the ever-changing attribution trade, ensure you’re subscribed to our content material (simply add your e-mail beneath). Should you’d wish to have an extra dialog with a member of the Department crew, contact us anytime right here!  

Product Advertising Supervisor

Sam joins Department as a Product Advertising Supervisor after 3+ years at Amplitude Analytics. She brings intensive area and trade information from her time beforehand as a Buyer Success Supervisor, Options Engineer, and Know-how Companion Supervisor. She makes a speciality of serving to companies attain their income objectives, scale for development, and constructing the most effective product for his or her customers.

Jun 21, 2022

Department offers the trade’s main cell linking and measurement platforms, providing options that unify person expertise and attribution throughout units and channels. Department has been chosen by over 100,000 apps since 2014 together with Adobe, BuzzFeed, Yelp, and lots of extra, enhancing experiences for greater than 3 billion month-to-month customers throughout the globe. Study extra about Department or contact gross sales at present.


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