Liftoff(Vungle)What Is SKAdNetwork and How Does It Impact Mobile Marketing?
Summary
SKAdNetwork 4.0 (SKAN 4.0) is Apple's updated privacy-centric framework for measuring mobile ad campaigns on iOS. Key changes include a four-digit source ID replacing the previous 0-99 campaign ID, allowing more detailed campaign analysis. It introduces crowd anonymity tiers (low, medium, high) that determine data granularity based on install volume.
New features include coarse-grained conversion values (low/medium/high engagement levels) and up to three postbacks across different time windows (0-2, 3-7, 8-35 days). While providing more insights than previous versions, data remains aggregated to protect user privacy, with fine-grained conversion values only available under specific anonymity thresholds.
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