SKAdNetwork and iOS 14 Privacy Changes

Apple's introduction of iOS 14 has substantially altered the mobile advertising landscape by requiring developers to obtain user permission before accessing the Identifier for Advertisers (IDFA), a move that significantly impacts companies reliant on targeted advertising, such as Facebook and Google. This change is anticipated to disrupt the economic engine of the App Store, which heavily depends on paid user acquisition, a strategy historically facilitated by the IDFA for tracking and optimizing ad spend. To mitigate the impact, Apple has introduced SKAdNetwork, a system designed to offer some level of campaign attribution without user-level tracking, although its current limitations pose challenges in measurement and optimization. SKAdNetwork restricts campaign numbers, offers minimal developer control, and prohibits retargeting and view-through attribution, compelling the industry to adapt to probabilistic measurement rather than deterministic. Despite these upheavals, apps delivering genuine value are expected to continue thriving, while developers may be incentivized to explore alternative tracking methods. As the dust settles, new tools and strategies are likely to emerge to help developers navigate this transition, with companies like RevenueCat closely monitoring developments and providing guidance.