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RESEARCH, ANALYSIS & TRENDS
Apple's changes in data protection have
far-reaching consequences
AppsFlyer recently released the 14th edition of both performance and volume. The social network
its Performance Index, which ranks the top achieved a higher reach than all other media sources.
media sources for mobile advertising. The latest Meta was best at in-app binding for non-gaming apps.
edition is the first to fully measure activity The same applies to in-app purchases (IAP) in both
following Apple's implementation of its App gaming and non-gaming areas. The first place in the
Tracking Transparency Framework (ATT) as SKAN index means that Meta has optimized its internal
AppsFlyer examines the far-reaching impact of modeling for SKAN, resulting in better outcomes for
the new privacy era on all aspects of the mobile advertisers on the platform. Despite the top position in
ecosystem: iOS and Android, gaming and non- the SKAN ranking, the new reality of aggregated data
gaming apps, Self-Reporting Networks (SRN) that ATT has brought about has proven extremely diffi-
cult for Meta. Before ATT, the social network giant
and non-SRN.
dominated the iOS rankings thanks to its massive reach
and high quality. However, its index volume is now
Meta Ads takes first place in the SKAdNetwork much lower than before ATT. The volume coming from
index ranking
consenting iOS users cannot make up for this as most
users do not consent to the tracking.
Apple's ATT implementation happened around a year
ago, but mobile media sources are still feeling the ef- TikTok For Business, which secured first place in
fects after a chaotic year. After ranking second in AppsFlyer's inaugural SKAN index of 2021, continued
AppsFlyer's previous SKAdNetwork (SKAN) index, Me- to perform exceptionally well, taking second place in
ta Ads has achieved first place in the new SKAN rank- the rankings for performance and volume of engage-
ing, coming out on top in three out of four rankings for
ment for non-gaming apps and the second place in
10 July 2022: Search Marketing