SKADNetwork (SKAN 4.0): Why it matters to publishers

SKAdNetwork API (SKAN 4.0): Here’s Why It Matters to iOS Publishers

In the latest Worldwide Developers Conference (WWDC), Apple finally launched its SKAdNetwork 4.0 (SKAN 4.0), which they earlier hinted at in June. This new rollout applies to iOS 16.1 and iPad OS 16.1, featuring tons of new features for app developers and ad networks. This may be an exciting update. However, like any new iteration, it comes with complexities that may be difficult to navigate.

What the SKAN 4.0 Means to You

According to Apple, the SKAN 4.0 API addresses an essential aspect of advertising. It allows advertisers to “measure the success of advertisements by attributing app installations to specific campaigns.”

What’s more interesting is that this measurement happens while keeping the user’s information private and secure.

For publishers who want to leverage the new features, here’s what you should know about this new update:

1. Conversion Value Graining

The update allows you to increase the insights you get from conversion value graining. Before, it was already possible to map events and plan the conversion value. However, this new capability lets publishers assign a tier in the conversion values, depending on the grain: low, medium, or high.

With this insight, it’s possible to understand user quality better. For instance, you can use coarse values to monitor revenues, events, or retention numbers that impact the iOS app’s consumer lifetime value.

2. More Postback Windows

With SKAN 4.0, Apple has multiple conversions with postback windows. These postback windows help developers and advertisers measure the engagement from an installed app over time.

The postback window improved from one in 24 hours to three windows of up to 35 days. These additional postback windows allow you to reduce your conversion value to null. Coupled with coarse and fine values, it’s possible to receive more postbacks even for low-volume campaigns.

3. Improved Privacy

Apple’s campaign for privacy improves further with the SKAN 4.0, particularly for the privacy threshold. Before the SKAN 4.0 update, developers would usually get a null postback for users who failed to hit the privacy threshold.

With the SKAN 4.0 update, the privacy threshold now has four tiers (0,1,2 and 3) of crowd anonymity. Apple assigns this tier per installation. Since it’s highly likely to get a complete payload during the initial postback, publishers will have more data to work with. It will help them develop conclusions and optimize their campaigns.

5. Better Attribution

At present, the web-to-app attribution is exclusive to Safari. But it won’t matter since more than 90% of iOS users use Safari as their preferred mobile browser anyway. SKAN 4.0 now offers the possibility of attributing web advertising directed to App Store product pages, improving cross-channel attribution.

Driving iOS Success with AlgoriX

SKAN 4.0 supports multiple ad formats, from static images and videos to audio and interactive ads. This new update presents a critical transition in iOS advertising and measurement. This is only the beginning. More growth will happen soon, and publishers and advertisers must adapt and develop new solutions to stay ahead of the competition.

Connect with our experts to learn how AlgoriX can help you stay updated with the latest iOS developments and align them with your campaign.



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Pranav Kataria

Associate Director, Programmatic Strategy

As the Associate Director of Programmatic Strategy, Pranav brings over 8 years of experience in the adtech industry working with Publishers, DSPs, Agencies, and Advertisers from global regions to improve their monetization, performance, and strategies. With great understanding of the mobile market, his expertise lies in analytics, account management, strategy, and ad sales. With this refined skill set, he brings customer-centric mindfulness that enables growth and innovation.

Before joining AlgoriX, his keen business perspective and skills have earned him opportunities to work across different organizations and verticals in the advertising ecosystem; be it improving the processes, sales enablement, and managing client relationships.

Ray Xia

VP, AlgoriX Partner Studio

Ray Xia was a mainstay at Tencent Games, having worked at the company for 13 years. There, he took on various roles including backend developer, application development manager, and game producer. During this time, he actively participated in the development and operation of popular titles such as QQ Pet, QQ Pet Fight, and games involving the Naruto franchise. To date, these games have over 10 million daily active users. Through this rich well of experience he has accumulated covering all aspects of game development and operation, he aims to spearhead more creative endeavors via AlgoriX Studios.

Naomi Li

VP, Research and Development

Naomi Li has a decade’s worth of experience in research and development for the adtech industry. She started her career at Baidu where she was mainly responsible for the Automation Testing of the Baidu Fengchao Ad Search Engine. There, she focused on the fields of overlapping experiment infrastructure, rich media ads rendering, and ad antispam technology. Moreover, as part of Baidu’s International Group, she led the research and development of various monetization and advertising mechanisms for Baidu’s overseas app store, SDK, and AdNetwork. At present, she is responsible for the overall direction of AlgoriX’s R&D efforts, which include product planning, technical architecture design, and talent training.

Frederic Liow

SVP, Revenue Growth & Strategy

A veteran in the digital advertising industry, he began his career during the early days of the dotcom era. To date, his passion for the digital industry is still as strong as ever (and getting even stronger). Spanning twenty years of his digital career, he has worked for leading companies like Nielsen, MRM McCann, Omnicom Media Group, Millward Brown and Smaato. Currently, Frederic is the revenue officer for AlgoriX spearheading global revenue growth, business expansion and strategic partnerships. He has set up and built AlgoriX’s global mobile ad exchange, hiring talents, establishing best practices, and injecting global industry standards into the company. Prior to his current role, he was the Head of Demand for Smaato, overseeing the demand business and operations in APAC. Frederic is currently based in our Singapore HQ.

Xinxiao Guo

Chief Operation Officer

Equipped with a decade’s worth of experience in global product operation as well as a deep understanding of emerging markets, Xinxiao brings her expertise in mobile traffic monetization and programmatic advertising to the table. Before her role at AlgoriX, she was a core member of iQIYI’s research and development unit. After that, she moved to Baidu as Head of Programmatic Advertising.

At present, she is AlgoriX’s co-founder and Chief Operation Officer. Together with the team, she aims to help game developers effectively reach global audiences and implement better monetization strategies.

Ruiz Xie

Chief Executive Officer

With nearly 20 years of business experience, Ruiz Xie founded AlgoriX with the vision of creating a global advertising platform and entertainment ecosystem. Through AlgoriX’s services, he aims to create a more inclusive tech ecosystem by providing customized solutions that meet the needs of businesses at every stage. At the same time, through AlgoriX Studios and its third-party partner studios, the company is currently bringing to life a greater goal of providing a comprehensive entertainment platform for people worldwide, which covers games, IP, comics, movies, and more. At present, he leads nearly a hundred employees with concrete plans to expand the company by establishing more offices worldwide.

Before founding AlgoriX, Ruiz Xie joined CoreMail in 2002. There, he created the first Ajax version of the mailbox in China for NetEase, which was the largest Internet company in China at the time. After that, he joined Tencent in 2005 and contributed to the creation of Tencent Games while also building a large scale distributed storage system. In 2013, he moved to Baidu where he took part in developing Baidu International’s overall architecture and search advertising system. During his tenure, he was also the Chairman of the Baidu Global Technical Committee and Baidu’s chief architect.