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So few publishers and advertisers are ready for Apple’s forthcoming IDFA changes that mobile DSP Jampp had to develop its own app just to run live tests of SKAdNetwork.
SKAdNetwork is Apple’s privacy preserving attribution API for iOS 14.
Once Apple implements its AppTrackingTransparency (ATT) framework, which will require advertisers and publishers to get an opt-in before using someone’s IDFA, SKAdNetwork will become the de facto way to attribute app installs on iOS – and that day is getting close.
In September 2020, Apple postponed the launch of ATT until “early next year,” but early next year is … well, now. There are rumors that the framework could be part of the next iOS update (14.4), which is in beta ahead of an official release.