Main menu


Apple SKAdNetwork 4.0: What does it mean for iOS performance marketers? | InMobi | openmic

featured image

Here, InMobi tells you everything you need to know about Apple’s SKAdNetwork (SKAN) 4.0.

Starting with iOS 14, Apple introduced two new frameworks for ad attribution and measurement. First, Apple introduced the Application Tracking (ATT) Transparency Frameworkwho manages access to identifiers for advertisers (IDFA) requiring mandatory user consent.

Second, Apple launched SKAdNetwork (SKAN)its familiar attribution API framework that allows advertisers to test contextual campaign parameters and optimize post-click and post-view conversions without relying on user-level identity.

What is SKAN?

SKAN is a privacy-focused attribution framework created and operated by Apple that helps measure mobile app growth campaigns. SKAN allows advertisers to test contextual campaign parameters and optimize post-click and post-view conversions, without relying on user-level identity.

SKAN was released in 2018, several years before Apple’s ATT launched, and has gone through several iterations in the years since. The SKAN 4.0 release provides iOS app marketers with the highest level of secure attribution information when iOS users have not opted in to tracking via ATT.

SKAN 4.0 helps advertisers better optimize their campaigns to achieve their performance advertising results.

The safe way to navigate through the storm of privacy

iOS marketers must adopt an agile advertising approach to strike the perfect balance between navigating the world of privacy and creating meaningful connections with consumers. With over 68% of all digital spending going to mobile and Privacy Sandbox for Android on the horizon, the importance of adapting to a privacy-driven world will only grow. With SKAN 4.0, advertisers have the ability to better drive growth, as the framework is designed to deconstruct deeper insights into performance. Here are the top reasons why SKAN 4.0 is a blessing in disguise for iOS marketers.

  • Perform beyond walled gardens: SKAN attribution has leveled the playing field by providing full transparency into the performance of each ad platform, allowing an unfiltered view of the advertiser’s media mix on iOS. This has been a great equalizer in the ad tech ecosystem, providing an opportunity to diversify media partnerships and reduce reliance on Walled Gardens.
  • Solution at an optimized price: SKAN campaigns deliver user acquisition cost savings over other key iOS channels in lower IDFA ad inventory and increased demand for Apple Search Ads.
  • sustainable path: With Apple’s track record of stringent enforcement in the event of policy violations after sufficient warnings, solutions such as fingerprinting pose a risk. SKAN, on the other hand, is the promising and sustainable path for marketers for all their attribution goals on iOS.

Therefore, now is the time for advertisers to make a conscious choice to choose a platform with the expertise of SKAN who believes in making SKAN 4.0 a top priority for advertising success.

Stay ahead of the game with a custom SKAN solution

While many ecosystem stakeholders have chosen to play the waiting game, InMobi has taken on the role of torchbearer by developing a custom SKAN solution using our deep expertise in the areas of media buying. , product, engineering, and data science to meet Apple’s new privacy frameworks and successfully navigate through them.

We have gathered the right expertise to innovate without relying on user-level identifiers, adhering to privacy principles. The fully automated programmatic solution comes with robust capabilities to meet challenges, attribute accurately, scale on demand, and optimize meaningful insights for iOS marketers.

The 4 most important SKANs to remember

1. SKAN 4.0 was released on October 24, 2022

2. The world of advertising has changed forever – for the better

3. There are no lasting shortcuts to respecting consumer data privacy

4. Now is the time to seize the competitive advantage before the deployment of SKAN 4.0

Learn more

On a day-to-day basis, SKAN can become extremely complex to manage, and the last thing iOS performance marketers need to worry about is unpacking all the minute details that come with every new release. With our essential playbook SKAN 4.0, iOS performance advertisers can understand how these changes affect app growth significantly, reduce noise, and take advantage of SKAN 4.0 improvements. SKAN 4.0 is designed to offer new features allowing application developers to define and customize their measurement modules.

Leveraging SKAN 4.0 at the earliest gives marketers a massive edge to succeed in iOS marketing.

To learn more about best practices for configuring and scaling SKAN 4.0, visit InMobi’s SKAN 4.0 Resource Center or write to us at

B&T Magazine recognized InMobi’s pioneering efforts to deliver an industry-first SKAN solution. Read their article here.

To learn how advertisers can drive growth in uncertain times with SKAN, read InMobi’s blog here.