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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
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