Best Practices

by Andry Supian | February 12, 2021

In late January, Apple announced the pending release of the App Tracking and Transparency (ATT) framework with iOS 14.5, slated to land early spring. Apps will be required to get the user’s permission in order to access their IDFA and track their usage across apps or websites owned by other companies.

100% Compliant with Apple Policies
Since Apple announced changes to IDFA and introduced SKAdnetwork and ATT last year, we have been working steadfastly to ensure that mobile marketers are set-up for success for iOS campaigns in the post-ATT era, while adhering to Apple’s guidelines.

As such, we plan to support SKAdnetwork as the default attribution method for campaigns running on iOS 14.5 and beyond. We will not support fingerprinting or any method that can be used to identify users who choose not to share their IDFA via ATT.

Because it takes time for all users to upgrade to the latest version of iOS, we will continue to run campaigns for older versions of iOS, using MMP attribution, in parallel to dedicated iOS 14.5, using SKAdnetwork attribution.

Maximizing Reach of Compatible Supply
To maximize the reach of the ATT-compliant campaigns, we are working closely with our supply partners to ensure that their publishers’ inventory support SKAdNetwork.

This is important because, starting iOS 14.5, we cannot measure conversions coming from inventory that does not support SKAdnetwork. As such, we plan to not bid on this type of traffic.

Making Progress
Our progress in preparing for ATT compliance with the release of iOS 14.5 is steady across multiple fronts. As of today:

  • We are actively bidding on SKAN-compatible impressions, receiving the postbacks from Apple, and forwarding them to our mobile measurement partners (MMPs).
  • We support forwarding SKAdnetwork postbacks directly to our customers.
  • We have been buying large amounts of non-personalized LAT traffic (i.e. traffic without IDFA) to prepare for a world without IDFA and are seeing great campaign performance. See our case study.

Supporting Our Customers

To support our customers, we will provide a tailored transition plan, including a list of recommendations around campaign setup, goal setting, event definition and guidance around budget allocation to ensure a smooth transition into the post-ATT era.

Taking our preparation & strong LAT performance into account, we are confident in our ability to perform well with SKAdNetwork.

For marketers that are already partnering with Liftoff, our account teams will reach out to you shortly. If you are not currently working with Liftoff and interested in learning more about how to navigate this transition successfully, contact us here.