{"id":8222,"date":"2023-06-13T09:42:00","date_gmt":"2023-06-13T09:42:00","guid":{"rendered":"https:\/\/tenjin.com\/?p=8222"},"modified":"2026-04-14T11:20:01","modified_gmt":"2026-04-14T11:20:01","slug":"two-biggest-changes-for-ios-advertisers-in-2023-skadnetwork-5-and-privacy-manifest","status":"publish","type":"post","link":"https:\/\/tenjin.com\/tr\/blog\/two-biggest-changes-for-ios-advertisers-in-2023-skadnetwork-5-and-privacy-manifest\/","title":{"rendered":"Two biggest changes for iOS advertisers in 2023: SKAdNetwork 5 and Privacy Manifest"},"content":{"rendered":"


Apple dropped some major announcements during WWDC 2023. Let\u2019s be real, the things we are going to discuss today aren\u2019t as mind-blowing as the new Apple Vision Pro. However, it\u2019s definitely going to have a direct impact on advertising campaigns on iOS very soon.<\/p>\n\n\n\n

SKAdNetwork 5<\/h2>\n\n\n\n

Apple unveiled the new version of SKAdNetwork<\/a> at WWDC 2023. Right now, there\u2019s no official documentation out yet, so we have to rely on what was said during the event. We don\u2019t know a whole lot about SKAdNetwork 5, except that it\u2019s dropping sometime in 2023 and it\u2019s going to support re-engagement.<\/p>\n\n\n\n

SKAdNetwork 5 release date<\/h3>\n\n\n\n
\"SKAdNetwork<\/figure>\n\n\n\n

Here\u2019s the deal: previous SKAdnetwork releases didn\u2019t necessarily coincide with new iOS releases so advertisers don\u2019t need to expect it to be bundled with iOS 17. However, it might be released together with the next versions of iOS 17.<\/p>\n\n\n\n

SKAdNetwork 4 came out alongside iOS 16.1 on October 27th, 2022. Who knows, maybe Apple will take a similar approach with SKAdNetwork 5?<\/p>\n\n\n\n

SKAdNetwork 5 and re-engagement<\/h3>\n\n\n\n
\"SKAdNetwork<\/figure>\n\n\n\n

Apple made a point that this version is all about re-engagement:
\u201cSKAdNetwork 5 will support measuring re-engagement. In addition to measuring conversions after a user downloads your app, you\u2019ll also be able to measure conversions after a user opens your app by tapping on an ad.\u201d<\/p>\n\n\n\n

From the way they worded it<\/a>, it seems like they\u2019re talking about measuring conversions for users who already have the app installed.<\/p>\n\n\n\n

Privacy Manifest & Nutrition Labels<\/h2>\n\n\n\n

If most of us were already familiar with SKAdNetwork, Privacy Manifest is something new.<\/p>\n\n\n\n

Let\u2019s dive into the original source<\/a>. Apple\u2019s description of the new Privacy Manifest goes like this:<\/p>\n\n\n\n

\n

\u201cThe Privacy Manifest is a file for outlining the privacy practices of third-party code in an iOS app, in a single standard format. When developers prepare to distribute their app, Xcode will combine the privacy manifests across all the third-party SDKs that a developer is using into a single, easy-to-use report. With one comprehensive report that summarizes all the third-party SDKs found in an app, it will be even easier for developers to create more accurate Privacy Nutrition Labels.\u201d<\/p>\n<\/blockquote>\n\n\n\n

Do you know those boxes at the bottom of every App Store page that show us what kind of data an app collects? Yeah, those are the Privacy Nutrition Labels.<\/p>\n\n\n\n

\"SKAdNetwork<\/figure>\n\n\n\n

Learn more about Privacy Nutrition Labels burada<\/a>.<\/p>\n\n\n\n

So far, developers have been self-reporting that information, but it\u2019s going to be done automatically with the privacy manifests.<\/p>\n\n\n\n

Privacy Manifest & Tracking<\/h3>\n\n\n\n
\"Privacy<\/figure>\n\n\n\n

Now, back to Apple\u2019s announcement:<\/p>\n\n\n\n

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\u201cTo offer additional privacy protection for users, apps referencing APIs that could potentially be used for fingerprinting \u2014 a practice that is prohibited on the App Store \u2014 will now be required to select an allowed reason for usage of the API and declare that usage in the privacy manifest. As part of this process, apps must accurately describe their usage of these APIs, and may only use the APIs for the reasons described in their privacy manifest.\u201d<\/p>\n<\/blockquote>\n\n\n\n

More about this is in the official Apple documentation<\/a>.<\/p>\n\n\n\n

We are missing a couple of more details to see how this is going to affect the mobile publishers. Luckily, they should be revealed later this year. Here is the list:<\/p>\n\n\n\n