{"id":1507,"date":"2025-04-05T06:38:28","date_gmt":"2025-04-05T06:38:28","guid":{"rendered":"https:\/\/arpubrothers.com\/blog\/?p=1507"},"modified":"2025-04-05T07:26:57","modified_gmt":"2025-04-05T07:26:57","slug":"apple-search-ads-joins-skan","status":"publish","type":"post","link":"https:\/\/arpubrothers.com\/blog\/apple-search-ads-joins-skan\/","title":{"rendered":"Apple Search Ads Joins SKAN, AdAttributionKit on April 10"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">This is a significant change for the entire mobile advertising industry. Nearly six years after the launch of SKAdNetwork, Apple has announced that starting April 10, 2025, Apple Search Ads (ASA) will begin supporting this privacy-focused attribution system. Apple is aligning its own ad network with the same SKAdNetwork and AdAttributionKit standards it has long required third-party networks to follow. This move not only reinforces Apple\u2019s commitment to user privacy but also levels the playing field, ensuring more consistent attribution rules across the iOS advertising ecosystem.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_83 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/arpubrothers.com\/blog\/apple-search-ads-joins-skan\/#Until_now_%E2%80%93_two_separate_worlds\" >Until now \u2013 two separate worlds<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/arpubrothers.com\/blog\/apple-search-ads-joins-skan\/#What_exactly_is_changing\" >What exactly is changing?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/arpubrothers.com\/blog\/apple-search-ads-joins-skan\/#Is_this_the_result_of_regulatory_pressure\" >Is this the result of regulatory pressure?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/arpubrothers.com\/blog\/apple-search-ads-joins-skan\/#What_about_the_future\" >What about the future?<\/a><\/li><\/ul><\/nav><\/div>\n<h3 class=\"wp-block-heading has-black-color has-text-color has-link-color wp-elements-0cf791d2ca3680c9eefcf1ef9c002a0f\"><span class=\"ez-toc-section\" id=\"Until_now_%E2%80%93_two_separate_worlds\"><\/span>Until now \u2013 two separate worlds<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Apple Search Ads, as Apple\u2019s own advertising service, has relied solely on the AdServices API (formerly known as Apple Ads Attribution API), which provided deterministic and precise attribution\u2014regardless of ATT consent or the availability of the IDFA. Meanwhile, all other ad networks have been required to measure campaign effectiveness using SKAdNetwork.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This shift in Apple\u2019s approach means that Apple is finally playing by the same rules it previously imposed on others. For advertisers, this is a major breakthrough\u2014finally enabling them to compare the performance of ASA with other channels within a unified attribution model.<\/p>\n\n\n\n<p class=\"has-text-align-center wp-block-paragraph\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXcrQL6nnbuI-AKzk4EitULirX0swvQPIAQ8qlovWOUy_pV_LT8WpDQ6hD_nog850QxQzU1q4BhXDU_KHziCUflAhTrBfBFXmBpbuJl4Ry-CIFbjQxZn4-0kb0EBw0Gkr53fzw7apg?key=Ogub2bR6cZfp_iRALmjnWOae\" width=\"602\" height=\"368\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">                                                                    Source: Apple.com<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_exactly_is_changing\"><\/span><strong>What exactly is changing?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Apple Search Ads will be registered in SKAN \/ AAK \u2013 initially supporting SKAN versions 1, 2, and 3.<br><\/li>\n\n\n\n<li>Only click-through attribution (click \u2192 install) will be available.<br><\/li>\n\n\n\n<li>The AdServices API will not be deprecated \u2013 it will continue to operate alongside SKAN, providing additional data granularity (e.g., campaign and keyword-level reporting).<br><\/li>\n\n\n\n<li>The four ASA placements will be mapped to specific campaign IDs in SKAN:<br>\n<ul class=\"wp-block-list\">\n<li>Search results \u2013 ID: 10<br><\/li>\n\n\n\n<li>Search tab \u2013 ID: 20<br><\/li>\n\n\n\n<li>Today tab \u2013 ID: 30<br><\/li>\n\n\n\n<li>Product page \u2013 ID: 40<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Is_this_the_result_of_regulatory_pressure\"><\/span><strong>Is this the result of regulatory pressure?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">This change isn\u2019t happening in a vacuum. In recent months, Apple was fined over \u20ac150 million by the French competition authority and has come under scrutiny from Germany\u2019s Federal Cartel Office. In both cases, regulators raised concerns that App Tracking Transparency (ATT) gives Apple an unfair advantage over third-party developers and ad networks. It\u2019s likely that these pressures accelerated Apple\u2019s decision to integrate ASA into SKAdNetwork \/ AdAttributionKit.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_about_the_future\"><\/span><strong>What about the future?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Although only SKAN versions 1\u20133 will be supported initially, Apple has announced plans to add support for newer versions (SKAN 4 \/ full AAK) in later stages. Currently, SKAdNetwork accounts for 77% of all referral-based conversions to the App Store, making it a cornerstone of attribution on iOS moving forward.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>This is a significant change for the entire mobile advertising industry. Nearly six years after the launch of SKAdNetwork, Apple has announced that starting April 10, 2025, Apple Search Ads (ASA) will begin supporting this privacy-focused attribution system. Apple is aligning its own ad network with the same SKAdNetwork and AdAttributionKit standards it has long required third-party networks to follow. This move not only reinforces Apple\u2019s commitment to user privacy but also levels the playing field, ensuring more consistent attribution rules across the iOS advertising ecosystem. Until now \u2013 two separate worlds Apple Search Ads, as Apple\u2019s own advertising service, [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1508,"comment_status":"open","ping_status":"open","sticky":true,"template":"","format":"standard","meta":{"footnotes":""},"categories":[138],"tags":[112,111,139],"class_list":["post-1507","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-apple-search-ads","tag-skadnetwork","tag-skan"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Apple Search Ads Joins SKAN on April 10<\/title>\n<meta name=\"description\" content=\"This is a significant change for the entire mobile advertising industry. 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