User acquisition (UA) marketers are spending big to drive installs and there is no sign budgets will decrease anytime soon. Much of this money will be spent on Google and Facebook ads, and in other social media networks. But, increasingly, app marketers are looking outside of these traditional search and social channels to find new audiences and the right users.

Location. Location. Location. It’s not just important in real estate — it’s key for many marquee apps. Targeting users by their zip code allows apps to find users in ideal locations — but it can sometimes be a bottleneck for apps looking to scale their marketing efforts. After all, each zip code has a limited number of users to target. Combining that narrow funnel with a limited number of partners who can target this way

Senior Ad Ops manager, Vanessa Simmons, weighs in with her tips on budgeting for SKAN campaigns on iOS.