From bidding to attribution, Jampp analyzed SKAdNetwork implementation by creating its own app.
From bidding to attribution, Jampp analyzed SKAdNetwork implementation with its own app.
As everyone in our industry knows, last September, Apple decided to temporarily postpone the launch of its App Tracking Transparency (ATT) feature1. As some are aware, this affects iOS marketing campaigns in several ways. This meant we needed to leverage the extra time to the fullest.
Our team set out to develop and test our solutions with SKAdNetwork, but most advertisers still weren’t supporting the required framework to start testing. In order to start testing ASAP, we launched our own app strictly for this purpose.
We pride ourselves on our team of techies, and we love getting creative when it comes to testing. In fact, this was not even our first experiment. A few years ago, we also launched an app to evaluate the value of View-Through Attribution.
For our SKAdNetwork testing experiment to work, the app needed to meet certain criteria:
#1 Support the required framework
The app needed to be ready to leverage this initiative. Luckily, most MMPs automatically provide support for the SKAdNetwork framework with their latest SDKs.
#2 Have an integration with an MMP partner
We integrated our app with the tracking SDK of Singular, one of the leading MMPs. This allowed us to track Install and In-App event activity with SKAdNetwork, IDFA, and probabilistic attribution at the same time.
“Early collaborations such as the one with Jampp and their Birthday Buzzer app gave us confidence that we could provide advertisers with the most comprehensive SKAdnetwork solution possible. We’re working closely with advertisers and partners like Jampp to continue enabling data-driven marketing while staying compliant with new privacy standards. Our advice to advertisers is to start testing SKAdNetwork now to ensure you’re ready for this massive change.” — Jonathan Chen, Director of Product, Singular.
#3 Feature relevant content
If this app was to provide real results, it had to feature real content. An empty template made for the sole purpose of a test wouldn’t reflect authentic results.
We named the app Birthday Buzzer. It allows users to set up notifications for the upcoming birthdays of friends and acquaintances, and send them best wishes with e-cards.
The app groups all the special dates in one place. Users can add contacts both manually or automatically from their contact lists. We also added a list of pre-selected messages that users can copy and send on-the-spot.
Building the app 📱
Once the app was approved by Apple and live on the App Store, we worked on growing Birthday Buzzer’s user base. To lead users to the app, we used our Dynamic Ads feature to create multiple ad variations of interstitials, banners, and native ads. We ran campaigns in three markets (US, Argentina, and India) to evaluate the performance in regions with different traffic and user behavior characteristics.
Testing SKAdNetwork 👨🔬
For our algorithm to run SKAdNetwork flawlessly, we performed a thorough analysis of our bidding pipeline, which involved:
Early on, we noticed that we weren’t receiving all the expected SKAd values, but it turned out this wasn’t on our side: Apple’s solution was buggy. It wasn’t until November that Apple finally announced that the source-app-id and conversion-value parameter values were now available in the install validation postback.
As DSPs and tracking partners join forces to meet this new challenge, there’s still a lot of advertisers and publishers can start doing.
On the advertiser side:
On the publisher side:
If you’re looking to start implementing SKAdNetwork, get our iOS 14 guide for app marketers, or contact us to launch your user acquisition and app retargeting campaigns with a partner that’s ready for the post-IDFA world.
>> How will iOS 14 impact your programmatic campaigns with Jampp
>> Our wishlist for SKAdNetwork 3.0 (with experts from Singular, Bamboo & Dataseat)
>> The state of programmatic supply in 2020 (with experts from Fyber, MoPub & Smaato)
 “Apple won’t force developers to let users opt out of tracking until next year,” TechCrunch, 2020.