An Overview of MMP’s iOS 14.5+ Capabilities

June 23, 2021

When Apple deprecated IDFA — replacing it with App Tracking Transparency (ATT) and its own privacy-friendly attribution tool, SKAdNetwork (SKAN) — mobile advertisers started looking for mobile measurement partners (MMPs) that are SKAN certified. 

FeedMob has completed SKAN testing with all of our MMP partners and successfully tested live traffic with AppsFlyer’s Aggregated Advanced Privacy Mode (AAP). Branch, AppsFlyer, Adjust, and Kochava have all featured FeedMob on their websites or their account services platforms as a SKAN certified partner.

An overview of SKAN testing on various MMPs

MMP chart updates as of May 2022 shown here.

The chart above summarizes the type of probabilistic attribution MMPs are currently providing to their clients, and also shows what default mode is available for iOS14.5+ conversions, with the exception of Singular. Singular has disabled probabilistic attribution by default for iOS 14 and above. Here’s a summary of what we know:

Kochava and Branch — No probabilistic matching available for iOS 14.5+ without ATT consent.

Singular — No probabilistic matching available for iOS 14+ without ATT consent, which appears to be a more conservative stance than Apple’s. However, they do allow the client or ad network to override this at their own risk by appending to iOS links. This allows for user-level probabilistic attribution data.

Adjust — Two probabilistic models are available for iOS 14.5+: 

  1. Probabilistic Attribution — Provides user-level probabilistic attribution data (default mode). 
  2. Extended Privacy Measurement (EPM) — Provides aggregated, campaign-level attribution data (note- no postbacks to partners available). 

AppsFlyerAggregated Advanced Privacy (AAP) is now the default attribution setting for iOS 14.5+. Partners receive postbacks without user-level data if ATT consent is not given. However, clients can (and have been) disable this AAP mode to obtain more data granularity. This is done at the risk of the client, but once disabled, this allows for user-level probabilistic attribution data.

Want to stay up to date on our MMP partners’ latest iOS 14.5 mobile measurement capabilities? Subscribe to our newsletter for frequent updates.

Posted: June 23, 2021

Category: FeedMob News and Updates, Mobile Insights Blog

Tags: compatibility, iOS, iOS 14.5, mobile, SkAdNetwork, skan

FeedMob Team

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