In the ever-evolving landscape of digital advertising, especially in mobile marketing, the concept of privacy has taken center stage. With the introduction of Apple's App Tracking Transparency (ATT) framework, marketers are faced with a new challenge: how to navigate the world of mobile advertising while respecting user privacy.
One of the key solutions emerging in this space is the SKAdNetwork (SKAN), Apple's privacy-centric attribution framework. SKAN allows advertisers to measure the effectiveness of their campaigns without compromising user privacy, making it an essential tool for marketers looking to reach iOS users in a privacy-first world. Even as Apple has announced changes to SKAN at this year's WWDC, it is still relevant for marketers in India to stay updated with approaching SKAN-based user acquisiton.
Why SKAN Matters in India in the Current Privacy-First Era
India is a key market for mobile marketers, with a rapidly growing base of smartphone users. According to industry reports, India is home to over 900 million smartphone users, with iOS devices accounting for a significant portion of this user base. According to recent studies, India has seen a significant increase in iOS device usage, with millions of users relying on Apple devices for their daily activities. In fact, iOS adoption in India has grown by X% in the past year alone, highlighting the importance of this platform for marketers. This presents a massive opportunity for marketers to reach a highly engaged audience.
However, with the implementation of ATT, marketers in India are facing challenges in tracking and measuring the performance of their campaigns on iOS devices. At the higher end, there’s Indonesia, with an opt-in rate of 50%, followed by Thailand at 42%, and India at 36%. This is where SKAN comes in. By leveraging SKAN, marketers can continue to drive effective campaigns on iOS while respecting user privacy.
How SKAN Can Benefit Marketers in India
By testing with SKAN, marketers in India can gain valuable insights into the performance of their campaigns on iOS devices. SKAN provides anonymized and aggregated data on user interactions with ads, allowing marketers to measure the effectiveness of their campaigns without compromising user privacy.
Additionally, by leveraging SKAN, marketers can ensure that their campaigns are reaching the right audience at the right time, leading to improved ROI and campaign performance.
Getting Started with SKAN in India
To get started with SKAN in India, marketers should work closely with their DSP and MMP partners to understand how to integrate SKAN into their campaigns effectively. Additionally, staying up to date with the latest changes and best practices in SKAN is essential for success in this space.
SKAN is a valuable tool for marketers in India looking to navigate the challenges of mobile advertising in a privacy-first world. By testing with SKAN, marketers can ensure that their campaigns are effective, reaching the right audience while respecting user privacy.
Want to know more about how mDSP can help you with your iOS app growth and use SKAN-based attribution? Connect with our experts today
