A new era of privacy-first attribution with Snap and Adjust’s hybrid SAN solution

The privacy-first landscape has redefined mobile app performance marketing and measurement. Apple's App Tracking Transparency (ATT) framework, along with SKAdNetwork (SKAN) and its successor AdAttributionKit, have brought about shifts in how iOS marketers can optimize campaigns in this new era.

SKAN is a fundamental and vital tool for measuring app performance on iOS, but there is room for improvement—including enhancements to reporting, real-time insights, and increased granularity— to maximize return on ad spend (ROAS). 

Adjust is excited to announce our hybrid self-attributing network (SAN) solution, created in partnership with Snap. 

Adjust’s hybrid SAN solution builds on the traditional SAN model enabling more robust and actionable measurement in response to modern privacy challenges. The framework we’ve developed in collaboration with Snap works by leveraging the strengths of SKAN while using advanced measurement to bridge the gaps it leaves. This innovative approach provides advertisers with the real-time insights they’ve been missing, making for better attribution fidelity. 

Before we get into more details on the new solution, let’s have a quick refresher on the opportunities for SKAN—Apple’s solution for privacy-compliant app install attribution. Note that AdAttributionKit has expanded its capabilities to re-engagement and third-party stores. SKAN anonymizes user data while attributing conversions to campaigns, providing a pathway for measurement that functions within the post-IDFA world and the ATT framework. 

SKAN has improved over time, and we offer comprehensive solutions on how to master its capabilities. The reality, nonetheless, is that its challenges present the need for enhanced solutions to complement its capabilities.

SKAN remains a cornerstone of iOS measurement, but it’s not a one-size-fits-all solution. Hybrid SAN complements SKAN by addressing its core limitations. By combining SKAN data with real-time attribution signals from Snap’s ad platform, hybrid SAN offers a fuller picture of campaign performance. This results in:

• Real-time measurement for fast, smart decisions
  Hybrid SAN combines real-time signals with privacy-preserving methodologies. This empowers advertisers to optimize campaigns based on up-to-the-minute data, driving improved performance and reduced cost per install (CPI).
• Enhanced granularity for iOS campaigns
  SKAN’s aggregated data often limits advertisers to broad insights. Hybrid SAN enhances granularity while minimizing limitations, providing actionable data with privacy features, enabling advertisers to refine targeting and optimize user acquisition strategies.
• Privacy-first attribution
  Leveraging advanced, privacy-centric technologies, hybrid SAN enables smooth delivery of attribution data. Advertisers gain the insights they need, providing the ability to make data-backed decisions with confidence.

The Adjust-Snap hybrid SAN solution is more than an innovation—it’s a necessity in today’s privacy-first marketing landscape. By combining the best aspects of SKAN with advanced SAN measurement, advertisers can:

• Maximize ROAS through actionable insights.
• Achieve better iOS campaign performance—in a market where user spend is 2.5x higher than Android.
• Maintain data quality for confident decision making.

The hybrid SAN solution is paving the way for a more effective and privacy-centric approach to mobile app marketing. As the digital advertising ecosystem continues to evolve, we remain committed to innovation that empowers advertisers and respects user privacy.

Stay tuned for more updates as we continue to refine and expand our hybrid SAN capabilities, setting a new standard for mobile app performance marketing. Reach out to your Adjust contact person for more information or request a demo today.