Hello AdAttributionKit: what we learned from WWDC 2024

Growth Masterminds: mobile growth podcast

Goodbye SKAdNetwork, hello AdAttributionKit. Or AAK, or AdKit.

In this special episode of Growth Masterminds, we dive into Apple's new ad attribution kit, announced at WWDC. We discuss the nuances of the new version, not exactly SKAN 5, and its support for third-party app stores and reengagement campaigns.

The episode features in-depth insights from Singular CEO Gadi Eliashiv and CTO Eran Friedman, emphasizing the changes, improvements, and expectations for adoption in the ecosystem. Additionally, they touch upon the future of measurement on iOS, the interplay with Privacy Sandbox on Android, and what it means for app developers and advertisers.

00:00 Welcome to Growth Masterminds

01:09 Understanding AdAttributionKit

02:58 Reengagement and Debugging Enhancements

05:46 Backward Compatibility and Postback Formats

10:03 Deep Dive into Retargeting

17:12 Creative Types and Engagement Types

23:20 Exploring SKOverlay and Its Implications

25:19 Understanding SK interaction Types and Attribution Windows

25:47 Custom Click Ads and Alternative App Stores

28:16 Adoption Challenges and Future Predictions

35:47 The Future of Measurement on iOS

39:34 Privacy Sandbox and Android

41:20 Q&A and Final Thoughts