Yesterday Apple announced iOS 15. After its release, the SKAdNetwork framework will send data not only to advertising networks, but also to advertisers.
Photo: Bloomberg
Marketing expert Eric Seufert drew attention to the relaxation in the rules.
Apple itself did not talk about this during the opening of the WWDC conference, where it presented the new iOS.
Apple will now allow advertisers to receive SKAdNetwork postbacks *directly*, versus having to rely on advertising networks to provide them. This is VERY BIG, VERY GOOD news. It means FB & Google can no longer only provide campaign aggregates https://t.co/AP9R8Vhk8a pic.twitter.com/ZrBYWonEuT
— Eric Seufert (@eric_seufert) June 7, 2021
Recall that SKAdNetwork has become a replacement for the IDFA identifier, which has recently been allowed to be blocked on iOS. Like IDFA, the new framework allows you to track information about how users reacted to the ads shown (albeit on a smaller scale). So far, SKAdNetwork sends the collected data exclusively to advertising networks, which in theory opens up room for manipulation.
After the release of iOS 15, developers of advertised applications will be able to receive a copy of this information directly from SKAdNetwork. To do this, add a special key to the application and configure the server. You can read the full instructions here.