SKAN, also known as StoreKit Ad Network or SKAdNetwork, is Apple’s privacy-centric API that helps ad networks and advertisers measure ad activity like impressions, clicks and app installs on an aggregated level. The tech company’s ATT framework moves last year continue to challenge marketers investing in mobile apps and ads, as the tracking update significantly limits how they can market and measure their efforts.
As one of the world’s biggest mobile ad platforms, Facebook and its parent company Meta have been particularly hard hit by the ATT tweaks, as most users don’t consent to tracking. But changes to its targeting systems back in October have helped Meta adjust to the new privacy-focused rules and recover somewhat, AppsFlyer’s report suggests.
