, a programmatic mobile marketing company that helps mobile
app advertisers
acquire and re-engage consumers has released an iOS SKAdNetwork 4.0 (StoreKit Ad Network) Guide to help APAC app marketers scale their business on
Apple
devices.
The SKAdNetwork is Apple’s API-based, privacy-centric framework that provides ad measurement and insights to advertisers with no user level data. Version 4.0 was released in October 2022 for iOS 16.1 and later with features that gave stakeholders more control over granularity of insights, measure customer re-engagements for up to 35 days (referred to as postbacks), lock and finalise conversion values, an expanded 4-tier privacy threshold that will allow marketers to optimise their campaigns, and many more.
The latest guide from Jampp is intended to empower advertisers across APAC markets with insights and strategies to fully leverage SKAdNetwork 4.0–for driving privacy-centric app growth for their Apple iOS apps.
According to the industry average, in India, only 36% of users allow advertisers to track their IDFA (Identifier for Advertisements) – a random device identifier assigned by Apple to a user’s iOS device. Given this finding, Jampp feels that marketers who choose not to test SKAdNetwork are potentially failing to a reach over 60% of their iOS users. The company, a wholly-owned subsidiary of Affle, has stated that those who have invested in SKAN campaigns are already seeing positive results, securing full coverage of their iOS audience and achieving enhanced campaign performance.
Apple devices have been expanding their presence in APAC over the last few years and this year, India joined China and Japan as one of the countries in Apple’s top 5
iPhone
markets, presenting app marketers with a wider demographic set to tap. However, effective advertising on iOS has become a challenge for app marketers after the introduction of Apple’s privacy-focused
App Tracking Transparency
(ATT) framework in 2021. It limits user data tracking for mobile marketing, which makes it difficult to serve personalised ads and accurately measure campaign ROI.
Apple later released SKAdNetwork, a solution for users who opt-out of being tracked by advertisers and Jampp’s latest guide will help advertisers navigate version 4.0 to get the most out of their iOS campaigns.
