What Is AdAttributionKit (AAK)?

AdAttributionKit (AAK), released in early 2024, is Apple’s new ad attribution framework for iOS and iPadOS. It represents a significant evolution in Apple’s approach to privacy-durable app advertising attribution, building upon the foundation of SKAdNetwork. AdAttributionKit featured prominently at Apple’s WWDC24.

At the core of AdAttributionKit is the concept of crowd anonymity, which dynamically adjusts the level of data shared with ad networks and developers based on user base size. As more installations are attributed to a particular ad, postback data shared with the relevant parties increases—and the information remains anonymized and disconnected from individual users or devices. This adheres to Apple’s ongoing efforts to balance the needs of advertisers and privacy expectations of its users.

AdAttributionKit is being rolled out at a pivotal time, as the European Union Digital Markets Act (DMA) has gone into effect, requiring large digital platforms like Apple to allow third-party app stores and marketplaces. AdAttributionKit’s ability to work across the App Store as well as alternative app distribution channels positions it as a crucial framework for the evolving app ecosystem.

The introduction of AdAttributionKit raises questions about the future of SKAdNetwork, Apple’s existing privacy-preserving ad attribution framework. While the two frameworks are designed to be interoperable, there are indications that AdAttributionKit may eventually supersede SKAdNetwork as the preferred solution for app advertising attribution on iOS and iPadOS. This could have far-reaching implications for adtech as developers and ad networks adapt to the capabilities and requirements of the AdAttributionKit framework.

By understanding the key features and adoption process of AdAttributionKit, app developers and ad networks can leverage the new framework effectively, ensuring a smooth transition that hits the sweet spot for both advertising effectiveness and user privacy.

How AdAttributionKit Works

The framework involves three key participants: ad networks that serve signed ads, publisher apps that display the ads, and advertised apps that update conversion values as users engage with the app to complete conversions (e.g., installs and in-app events).

Ad networks register with Apple to get an ad network ID and use the AdAttributionKit API. Developers configure their apps to accept ads from ad networks and receive copies of winning postbacks. When a user taps an ad and downloads the advertised app, Apple determines a postback data tier based on the size of the user base to ensure crowd anonymity. As the user engages with the app, the advertised app updates the conversion value, and the system sends postbacks to the ad network and app developer (if opted-in) within 24-48 hours.

The framework supports various ad formats, including custom click ads, view-through ads, and integrations with iOS UI elements. AdAttributionKit also introduces support for re-engagement, enabling developers to track when a user taps an ad and is navigated back to the advertised app. Postbacks sent by AdAttributionKit are cryptographically signed and include information such as advertised app ID, conversion type, and conversion value (when applicable), while maintaining user privacy.

Key Features

AdAttributionKit is designed to enable advertising attribution while preserving user privacy through the use of crowd anonymity. A core component is the amount of data shared with ad networks and developers as more installations are attributed to an ad.

Crowd Anonymity and Data Sharing

As the number of installations attributed to a particular ad grows, ad networks and developers receive additional data in the attribution postback. This increased data sharing is facilitated by Apple’s real-time check for a download to determine the postback data tier and level of information to be included. Because postback data is anonymized and not tied to individual users or devices, crowd anonymity ensures that privacy protections are maintained.

Supported Ad Formats and Interactions

AdAttributionKit supports a variety of ad formats and interactions. For custom click ads, tapping the ad navigates the user to a marketplace where they can install the advertised app. View-through ads can cover any custom ad presentation, including video ads. AdAttributionKit also integrates with Apple’s own UI elements, including SKOverlay and SKStoreProductViewController, which share the iOS design language and are easy to adopt and integrate into apps.

Conversion Value Tracking

Advertisers can configure conversion values based on their preferences, each representing a different kind of user engagement. These fine and coarse conversion values provide insights into the effectiveness of advertising campaigns and help determine return on ad spend (ROAS). AdAttributionKit also allows advertisers to “lock” postbacks for high-value events, telling the framework to freeze and immediately schedule the postback for transmission, ensuring that these important conversions are reported as soon as possible.

Re-engagement Support

In addition to tracking app installations, AdAttributionKit supports re-engagement campaigns that seek to return users to an advertised app. The framework can track when users open the app after tapping a re-engagement ad; separate re-engagement postbacks provide insights into the success of these campaigns. Developers can selectively update re-engagement postbacks, independent of installation postbacks, to gain further understanding of user behavior.

AdAttributionKit’s key features demonstrate Apple’s commitment to enabling advertising attribution while prioritizing user privacy through innovative approaches such as crowd anonymity and selective data sharing. These capabilities aim to provide advertisers and developers with the insights they need to optimize their campaigns while ensuring the protection of user information.

Integration and Adoption

Implementing AdAttributionKit involves a straightforward process for both ad networks and app developers. For ad networks, the first step is to ensure that they are properly enrolled with AdAttributionKit in order to leverage its capabilities.

Enrollment Process for Ad Networks

Ad networks already registered for use with SKAdNetwork need take no further action to use AdAttributionKit. Ad networks not yet registered must first enroll their ad network with AdAttributionKit. Once this is complete, the ad networks can proceed to serve the required JSON Web Signature (JWS) format ads and display them using the AdAttributionKit framework.

Ad networks integrated with Kochava should contact integrations@kochava.com to make any necessary updates to their SKAdNetwork configuration with Kochava.

Adoption by App Developers

Implementing APIs for Ad Impressions and Conversion Value Updates
App developers adopt the new AdAttributionKit APIs for updating conversion values within their applications. This includes creating instances of AppImpression to handle ad taps and views, as well as utilizing PostbackUpdate to set the appropriate conversion values.

As a mobile measurement partner (MMP), Kochava includes turnkey SKAdNetwork and AdAttributionKit support within all of its iOS SDKs. App developers can streamline the adoption process by working with an MMP. Learn more here.

Interoperability With SKAdNetwork
A notable aspect of AdAttributionKit is its full interoperability with SKAdNetwork, Apple’s first privacy-preserving ad attribution framework. Developers are advised to review the WWDC22 session What’s New With SKAdNetwork for more information on the existing SKAdNetwork framework, as well as consult the comprehensive AdAttributionKit documentation as they go to integrate the new framework into their apps.

The integration and adoption process demonstrates Apple’s commitment to providing a seamless transition for both ad networks and app developers as they navigate the evolving landscape of privacy-preserving ad attribution. By ensuring a straightforward enrollment process and clear guidance on implementation, Apple aims to facilitate widespread adoption of AdAttributionKit across the iOS and iPadOS ecosystem.

Developer Tools and Testing

Developing and integrating AdAttributionKit can present challenges due to the framework’s asynchronous nature and privacy-preserving measures it employs. To address these challenges, Apple has introduced a new dedicated developer mode for AdAttributionKit to simplify the testing and validation process.

AdAttributionKit Developer Mode

Removing Time Randomization
A key feature of AdAttributionKit developer mode is the removal of time randomization. By default, AdAttributionKit randomizes the system’s time-based behaviors to further strengthen privacy protections. However, this can make it difficult to test and validate the framework’s functionality. In developer mode, this time randomization is removed, allowing developers to work with a more deterministic, real-time system.

Accelerated Conversion Window and Postback Transmission
In addition to removing the time randomization, AdAttributionKit developer mode shortens conversion windows and accelerates the postback transmission process. This enables developers to test the various conversion value updates and postback scenarios in a time-friendly manner without having to wait for the full durations.

By leveraging AdAttributionKit developer mode, app developers can more effectively test and validate their integration of the framework, ensuring smooth and seamless implementation. The ability to bypass time randomization and work with accelerated conversion windows and postback transmission allows for a more efficient and streamlined development process, ultimately benefiting the overall adoption and integration of AdAttributionKit.

TL;DR

As the industry navigates the rollout of AdAttributionKit, it is important that all stakeholders monitor the developments surrounding the new framework and its integration with the existing SKAdNetwork ecosystem. By understanding its key features and adoption process, app developers and ad networks can position themselves to leverage AdAttributionKit effectively, ensuring a smooth transition that preserves the delicate balance between advertising effectiveness and user privacy.

Are you an iOS app developer looking for help with SKAdNetwork and the AdAttributionKit? Contact our experts.