{"id":8541,"date":"2020-07-14T07:57:00","date_gmt":"2020-07-14T07:57:00","guid":{"rendered":"https:\/\/tenjin.com\/?p=8541"},"modified":"2023-11-02T07:55:23","modified_gmt":"2023-11-02T07:55:23","slug":"ios-14-attribution-san","status":"publish","type":"post","link":"https:\/\/tenjin.com\/ja\/blog\/ios-14-attribution-san\/","title":{"rendered":"9\u6708\u306eiOS\u30a2\u30c8\u30ea\u30d3\u30e5\u30fc\u30b7\u30e7\u30f3\u30b7\u30d5\u30c8\u306b\u5099\u3048\u308b\uff1aFacebook\u3084Google\u306e\u3088\u3046\u306aSAN\u304c\u3059\u3079\u3066\u306eMMP\u306b\u53ca\u307c\u3059\u696d\u754c\u5168\u4f53\u306e\u5f71\u97ff"},"content":{"rendered":"


Since the announcement of\u00a0new attribution rules on iOS 14<\/a>, we saw that Mobile Measurement Partners quickly divided into two camps. The first wanted to start building their technology from scratch based on the new attribution framework that Apple provided (SKAdNetwork). The second wanted to continue building on the usage of non-deterministic user-level attribution techniques.<\/p>\n\n\n\n

We have spent the last two weeks debating internally, researching, and talking to our clients & partners, including Apple.  As a result, we will focus on developing tools based on the new SKAdNetwork framework while bridging the gap using existing non-deterministic technologies for attribution and measurement. There will be a learning curve with SKAdNetwork and we want to make sure developers still have a reliable solution today while simultaneously investing in the future by understanding the new wants from customers under the new Apple technology paradigm. We would like to use this blog post to show advertisers what they should expect in iOS 14 coming September.<\/p>\n\n\n\n

iOS 14 offers users more privacy and restarts performance measurement on mobile<\/h2>\n\n\n\n

The new iOS version requires a user\u2019s consent to attribute their install via IDFA. Given these new requirements, we believe methods that using IDFA for attribution on iOS will be ineffective or non-existent. We believe it\u2019s our responsibility to prepare for this scenario even if we are wrong about the outcome.<\/p>\n\n\n\n

As an alternative to using the IDFA for install attribution, Apple came out with a conversion framework: SKAdNetwork<\/a> that can replace the IDFA install measurement on iOS.<\/p>\n\n\n\n

Starting from September, SANs such as Google and Facebook will see 80% less attributed installs from all measurement providers<\/h2>\n\n\n\n

Ad networks are the foundation of the Adtech industry. To understand what those changes mean for advertisers, let\u2019s look at the ad networks\u2019 position when it comes to providing tools for measurement.  From the attribution perspective, ad networks can be divided into two categories: Self Attributing Networks (SAN<\/a>) and non-Self Attributing Networks.<\/p>\n\n\n\n

Self Attributing Networks (SANs) \u2013 Facebook, Google, Snapchat<\/h3>\n\n\n\n

Integrations with Self Attributing Networks are 100% reliant on IDFA for measurement today. In general, we expect these SANs to be among the first adopters of SKAdNetwork given their strong ties to Apple.<\/p>\n\n\n\n

SANs, regardless of the measurement provider supporting the integration, will attribute an estimated 80% fewer installs using the existing IDFA attribution. This is an industry-wide technology shift and applies to ALL measurement providers.<\/strong><\/p>\n\n\n\n

Once iOS 14 launches and a SAN integrates with the SKAdNetwork framework, advertisers using the SAN will play by a whole new set of industry rules. Here are a select few listed below (we will publish something more comprehensive in the coming weeks):<\/p>\n\n\n\n