How we can help
Adjust’s philosophy from the start has been that having a higher user consent rate is set to be a key competitive advantage, and MMPs will still be able to attribute consented users deterministically.
Working with an MMP also allows advertisers to manage their conversion value set-ups, including its distribution to ad networks, which is something that will become more important as SKAdNetwork evolves and improves.
Once that SKAdNetwork data is returned, your MMP will allow you to aggregate and export all SKAd data from one source. An MMP also gives you the ability to have parity between all your ad networks without overhead. Adjust has been working with the biggest players and partners in the industry as we develop our solutions, because SKAdNetwork solutions should be optimized and standardized across all channels.
The broad impact of iOS 14.5 on UA and monetization businesses
Once the IDFA cannot be relied on, advertisers will have less visibility into how their users behave for each of their campaigns, and marketers relying on SKAdNetwork will not be able to see accurate ROI or ROAS per channel. With Adjust’s Attribution Privacy Models you will be able to continue to see this data, but with a lower level of accuracy.
Currently, user acquisition relies on precise campaign data so that marketers know which channels to invest their budget and how to optimize the performance of their campaigns. They’re usually using specific KPIs like d0/d1 retention, user LTV, ROI or ROAS.
All of these metrics need exact data as in some cases marketers operate with very thin ROI margins — knowing where to invest and where to scale down is a matter of a few percentage points.
SKAdNetwork inhibits this level of insight into campaign performance as it simply does not support any of the aforementioned KPIs. Advertising is of course still possible, but it becomes more inaccurate and less efficient.