SKAdnetwork is Apple’s advertising attribution solution in iOS14, meant as a “plan B” to IDFA when users decline to be tracked.
SKAdNetwork allows advertisers to track which of their advertising campaigns ultimately led to new users installing their apps or making purchases, but without disclosing much information about what specific ads a user has seen or clicked on. The intention is to allow brands to know just enough about the performance of their ads to be able to continue investing in advertising, while never letting any company acquire user identifiers. Apple achieves this by creating a new flow of data, where more of a user’s data is retained on the phone itself. With SKAdNetwork, advertisers rely on receiving only aggregate information about the success of their campaigns, rather than getting detailed user-level information on clicks and ad impressions. As individual privacy is deemed protected in this approach, Apple does not require advertisers to ask permission from users to measure ad efficiency this way.
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