Post App Tracking Transparency (ATT) will change how mobile attribution works on iOS. However, it’s not going to be a complete switch off from where you are now. You will need to adapt to the new data flow, but it’s not like everything you’re doing today does not longer work.
There’s a lot of noise around the implications of SKAd full implementation, and what data points will be available. Let’s start by understanding how the data flow will change from what we are used to.
Step by Step on Smadex post-ATT
Preparing for the depreciation of IDFA at Smadex, we’ve been working on reformulating how our machine learning would adapt to the new normal. With the change in the data flow, the signals you’ll receive could be counted with the fingers of one hand.
0. Smadex wins a bid with a response that signed for SKAd.
1. The publisher shows a Smadex ad.
2. The user sees the ad (impression). The SDK of the publisher sends the notification for this view (VTA attribution).
3. Smadex sends the impression pixel to the MMP.
4. The user clicks on the ad.
5. The App where the ad was shown receives a click. Then, using the new MMP SDK, the app notifies Apple of the click.
6. Smadex sends the click notification to the MMP.
7. We get an install!
8. The user opens the app.
9. Apple (user device) starts the countdown that is triggered by the app’s new MMP SDK.
10. After 24/48 hours have passed, the device sends a SKAd postback to Smadex, notifying the install.
11. Smadex sends a SKAd postback to MMP, so it also gets notified of the install.
12. Some MMPs will send back the postback with some additional information to Smadex. A common example of this additional information is the translation of the conversion_value to standard events.
Have you started working on your SKAd Strategy? Get in touch with our team to start testing now.