Liftoff(Vungle)What Is SKAdNetwork and How Does It Impact Mobile Marketing?
SKAdNetwork 4.0 (SKAN 4.0) is Apple's updated privacy-centric framework for measuring mobile ad campaigns on iOS. Key changes include a four-digit source ID replacing the previous 0-99 campaign ID, allowing more detailed campaign analysis. It introduces crowd anonymity tiers (low, medium, high) that determine data granularity based on install volume.
New features include coarse-grained conversion values (low/medium/high engagement levels) and up to three postbacks across different time windows (0-2, 3-7, 8-35 days). While providing more insights than previous versions, data remains aggregated to protect user privacy, with fine-grained conversion values only available under specific anonymity thresholds.
You Might Also Like
AppsFlyerThe marketer’s guide to first-party data
First-party data, collected directly from users with consent, is crucial for marketers due to privacy regulations limiting third-party data. It enables accurate personalization, compliance, and cost savings. Key steps include ethical collection, maintaining clean data, and using it internally for product/marketing optimization and externally via commerce media networks.
AdjustThe sports betting app playbook for marketers | Adjust
Sports betting apps face high acquisition costs and ad saturation. Success requires unbiased attribution via MMP, cross-channel cohesion, and off-season engagement through personalization and gamification. Avoid ad fraud and optimize ATT opt-ins.
Liftoff(Vungle)Webinar Recap: Learning About Source Identifiers and SKAN
SKAN 4.0 adoption remains low due to implementation challenges and past bugs, despite offering improved measurement. Marketers should understand source identifiers and conversion mapping, while preparing for SKAN 5.0's enhanced user activity insights.
UnityImplementing ads without cannibalizing subscription conversions: A brief guide by ad format | Unity
To avoid cannibalizing subscriptions, apps should prime users for ads, use user-initiated formats like rewarded videos, and segment users by region or device to target ads to low-conversion users.
MolocoDecoding the open internet: Supply path optimization
The open internet offers vast, incremental scale for app marketers beyond walled gardens, but its complexity requires supply path optimization (SPO). With non-exclusive inventory and multiple bid requests per impression, advanced machine learning is crucial to select optimal paths, price bids accurately, and serve effective creatives in milliseconds.
Liftoff(Vungle)6 Ad Formats to Take Your Mobile In-Game Advertising to the Next Level
Mobile in-game advertising balances revenue and player experience using formats like banners, interstitials, playables, videos, rewarded, and native ads. Each format varies in cost, engagement, and ROI across platforms, with no single best option—success depends on goals, budget, and platform-specific performance.
AdjustPrivacy first AEM: Meta & Adjust | Adjust
Adjust and Meta's AEM integration offers iOS advertisers privacy-centric, near real-time attribution. It expands App promotion campaigns and provides 1-day/7-day click reporting, helping optimize ad spend and ROAS while complying with privacy frameworks.
MintegralBoombit's Unexpected Hit on the Amazon App Store
Boombit leveraged the Amazon App Store for growth, citing its distinct user base, simplified operations, and strong monetization. By using Mintegral's platform, they easily adapted campaigns identical to iOS and Google Play, with higher retention and session length from tablet users. The company focuses on IAP-driven games and diversified user acquisition, testing all user types for profitability.
More from Liftoff(Vungle)
In the Age of AI, Creative Taste Is the Last True Moat
Mobile marketing teams are scrutinizing whether AI improves creative output or just increases volume. Key insights: inad...
A Year of Spend Shifts: Inside the 2026 Finance & Crypto App Benchmark
The 2026 Finance & Crypto App Performance Benchmark reveals a 47% increase in UA spend and 2.15x re-engagement spend in ...
Apps and Trends to Watch: AppRefinery’s consumer app trends shaping 2026
The article highlights three key consumer app trends for 2026: social features becoming retention drivers (e.g., Spotify...
PEPr: Structured experimentation that scales
Structured experimentation drives sustained performance gains in complex marketing landscapes. Liftoff's PEPr program pr...
Mobile madness: Advertiser lessons from peak event days
Major sporting events like the Super Bowl create compressed advertising windows requiring structured preparation and dis...
Apps and Trends to Watch: Engagement strategies fueling Learna and Pengu’s rise
Learna and Pengu demonstrate that breakout app growth often comes from adapting proven engagement mechanics to new conte...