WWDC24 and the AdAttributionKit: What marketers can expect now

Apple’s recent WWDC24 once again caught the attention of mobile marketing experts. The anticipation was mainly focused on the new features related to SKAN, a privacy-focused API from Apple that helps advertisers measure their advertising campaigns on iOS devices at an aggregate level without exposing sensitive user data. This year, however, SKAN 5 and its re-engagement features were barely mentioned.

Instead, Apple presented new APIs and tools, including MarketplaceKit, which allows alternative app marketplaces to be operated securely on iOS. Particularly interesting is the introduction of AdAttributionKit, which signals an important change in app attribution.

AdAttributionKit is Apple’s new attribution framework designed to provide more comprehensive ad attribution capabilities. It aims to strengthen privacy protections and meet regulatory requirements,
particularly with regard to the EU Digital Marketing Act.

AdAttributionKit vs. SKAN: Support for alternative app stores, re-engagement and other features

On the surface, AdAttributionKit may look like a remake of SKAN 5, mirroring the framework with three cryptographically signed postbacks, 64 conversion values, and similar privacy features. However, there are some
Differences, especially support for alternative app stores and new features.

AdAttributionKit builds on the foundation of the SKAdNetwork (SKAN) to provide better integration and expanded functionality across more marketplaces, allowing marketers familiar with Apple’s tools to adapt seamlessly. AdAttributionKit will be available starting with iOS 17.4, with some features still in beta set to be released in iOS 18. Unlike SKAN, support now goes beyond the Apple App Store to include alternative marketplaces. This expansion enables cross-app store attribution—an important feature aimed at maximizing reach across different platforms. However, since there are virtually no marketplaces currently, the immediate impact of this feature is minimal—but Apple seems to be gearing up.

The re-engagement features introduced at WWDC23 have been integrated into AdAttributionKit and enable tracking of conversions from ads clicked by users who have already installed the app – a valuable
Improvement for advertisers focused on user retention. However, since re-engagement is not supported by SKAN, marketers are successfully using deep linking and other methods to measure user interactions. Therefore, at least initially, there is no immediate pressure to adopt AdAttributionKit directly for this purpose.

Apple’s focus on integrating re-engagement within AdAttributionKit aims to consolidate all attribution in one place. By integrating re-engagement, Apple is trying to streamline reporting and encourage wider adoption. The downside: The lack of view-through attribution for re-engagement, however, could limit the depth of insights marketers can gain here and miss opportunities to capture more nuanced advertising effectiveness. The kit also offers a new developer mode to simplify the app testing process and increased measures to combat ad fraud.

Should ad networks and advertisers get involved now?

For networks that are already integrated with SKAN, switching to AdAttributionKit should be relatively easy. Both systems are designed to coexist without duplicating data.

While AdAttributionKit offers promising new features, there is likely no immediate urgency for advertisers to adopt it. With few alternative marketplaces and re-engagement already well supported, advertisers can continue to leverage SKAN’s robust features while keeping an eye on future developments in the kit.

And what else did WWDC have in store for the app industry?

Apple announced that the new AI features will be able to operate across apps, manage notifications automatically, handle AI generation of emails, texts, etc., and offer summaries of app features. If widely adopted, this AI functionality, which enables seamless transitions between apps, could lead to users preferring Apple’s native apps by default. Instead of switching back and forth between different third-party applications, iPhone and iPad users could be encouraged to consistently use Apple’s Notes, Calendar, Maps, Messenger, and Music apps. Although it might take a few years for the option to choose default apps to catch on, this strategy could increase the adoption and use of some of Apple’s own applications.

The company has also announced a number of things in the gaming sector: Given the declining sales of Sony and Microsoft consoles, Apple is entering the AAA games market at just the right time and will make owning a games console obsolete in the future. With the ability to play new AAA titles directly on the Mac and iPad, the possibilities seem endless.

The iPad may soon – and unexpectedly – compete with the Steam Deck for mobile gaming. Will the Apple App Store then become a new hub for AAA games? Judging by the WWDC announcement, the Mac will get the latest releases. Time and comparison with gaming PCs will determine adoption. Apple has the wherewithal to pay for top titles, as we saw with Baldur’s Gate 3, and this is an opportunity to make Apple Arcade the drawcard it has the potential to be.