Apple Search Ads (ASA) will soon register with SKAdNetwork versions 1.0, 2.0, and 3.0, marking a significant shift in mobile attribution for iOS app advertisers. In less than a week, ASA will begin sending SKAN postbacks to advertisers across all supported versions.
Unified Attribution Approach
This development means app advertisers will no longer need to manage two different attribution methods, effectively eliminating the issue of duplicate conversions. The integration of Apple Search Ads with SKAdNetwork (now called AdAttributionKit) represents a major step toward standardizing attribution on iOS.
Key Implications
Apple has acknowledged limitations in its current API (AdServices), noting that "AdAttributionKit provides the official last-click amongst registered ad platforms." This admission highlights the need for a more comprehensive marketing measurement solution.
While the current reporting methodology won't be deprecated, it will continue to operate in parallel with the new system. This dual approach will impact solutions delivered by Mobile Measurement Partners (MMPs), including Single Source of Truth (SSOT) offerings.
Potential Challenges
The integration raises concerns that ASA could start "stealing" last-touch conversions from third-party ad networks, potentially creating new complications within the advertising ecosystem. To mitigate this risk, advertisers should review their ASA branding campaigns to prevent potential overlap.
It's worth noting that only click-through attribution will be available in this implementation, limiting certain measurement capabilities.
Regulatory Influence
This move appears to be influenced by regulatory pressure, including a $150 million fine from French antitrust regulators, rather than being solely motivated by user privacy concerns.
