Season 3, Episode 19: Understanding AdAttributionKit (with David Philippson)
Jul 2, 2024
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David Philippson, Founder and CEO of Dataseat, discusses Apple's AdAttributionKit, changes in mobile attribution, unifying attribution across platforms, Meta and Google adopting AdAttributionKit, Apple's long-term vision for attribution, Private Cloud Compute, and Apple's 'nuclear option' of IP obfuscation.
AdKit streamlines attribution for fair ad delivery.
Apple pushes privacy-first attribution impacting industry leaders.
Emergence of AdKit sets new standards for transparent attribution practices.
Deep dives
Rockerbox Revolutionizes Marketing Attribution with AdKit
Rockerbox offers a comprehensive marketing attribution solution, AdKit, as a response to evolving industry needs. AdKit aims to unify attribution across platforms, adapting to changes like the European Commission's Digital Markets Act. By introducing alternative app stores in response to regulatory shifts, AdKit enables privacy-compliant attribution for app developers, catering to evolving market demands.
AdKit Enhancements: A Shift Towards Cross-Channel Attribution
AdKit's new features redefine industry standards by limiting concurrent attributed impressions to streamline ad delivery. This change addresses issues of attribution manipulation, particularly seen in multi-ad carousels, ensuring more accurate and fair attribution for advertisers. The move promotes transparency and equitable measurement practices across the mobile advertising ecosystem.
Transition Towards Deterministic Attribution Magnifies Industry Shifts
Apple's strategic moves towards deterministic attribution, enforcing privacy compliance through AdKit, signal a monumental shift for major ad networks like Meta and Google. While laggard adoption rates persist, Apple's focus on data privacy and cross-device tracking could incentivize industry giants to adopt AdKit for cohesive, privacy-conscious attribution practices.
Privacy Manifest and IP Address Obfuscation: Nudging Industry Compliance
Privacy Manifest's enforcement and potential IP address obfuscation mechanisms may propel Meta and Google towards integrating privacy-centric attribution tools like AdKit. Apple's deliberate steps to enhance privacy and enforce transparency highlight the inevitability of industry adoption to align with evolving privacy standards, reshaping the digital advertising landscape.
Optimization Urgency and Transparency Reinforce AdKit Adoption Imperative
AdKit's emergence as a beacon for transparent and privacy-focused attribution practices amplifies the urgency for industry leaders like Meta and Google to align with Apple's privacy-first approach. Optimizing for privacy compliance and transparency becomes a necessity as Apple's evolving attribution solutions gain prominence, setting a new standard for industry-wide data transparency and user privacy protection.
My guest on this episode of the Mobile Dev Memo podcast is David Philippson, the founder and CEO of Dataseat, a privacy-first mobile DSP. As David notes in our conversation, this is the fourth episode of the MDM podcast on which David has appeared, which likely makes him the most recurring guest. David is a wealth of insight into the mobile advertising ecosystem, having founded one of the first MMPs, Ad-X, which was acquired by Criteo in 2013.
In this episode, David and I discuss AdAttributionKit, the advertising attribution framework that Apple introduced at WWDC this year and which is mostly -- currently, anyway -- a re-brand of SKAdNetwork. Among other things, we cover:
The changes to mobile attribution introduced with AdAttributionKit;
The extent to which AdAttributionKit is an attempt to unify attribution across platforms, and what would that conceivably might look like in a few years' time;
Whether Meta or Google are any more likely to adopt AdAttributionKit than they were SKAdNetwork;
Why Apple made the change that only allows one view-through impression to be open at a time;
Updated thoughts on the likelihood of Apple deploying its "nuclear option" of IP obfuscation.
Thanks to the sponsors of this week’s episode of the Mobile Dev Memo podcast:
Rockerbox. Get the clarity your marketing needs and navigate your way to success with Rockerbox. Visit rockerbox.com/maze today to see what it's all about.
INCRMNTAL. True attribution measures incrementality, always on.
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