Kicking off 2024 for iOS Device IDs, Privacy Manifests & SKAN
summary
Apple enforces that fingerprinting is banned regardless of consent and requires a privacy manifest plus the required_reasons API, with enforcement expected spring 2024. ATT lands around 80% opt‑out reducing matchable users to roughly 4% for some buys. SKAdNetwork evolves with SKAdNetwork multi‑touch, additional postbacks, coarse conversion values and cryptographic signatures that cut fraud. Actionable steps: publish a complete manifest listing tracker domains, audit third‑party SDKs, consolidate UA partners to SKAN‑ready vendors and stop relying on probabilistic fingerprinting.
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chapters (10)
- 0:00Introduction
- 1:10History of iOS device IDs
- 5:28Attribution and fingerprinting evolution
- 9:43Profile-based targeting metrics
- 11:48Apple’s ATT and SKAN 2.0
- 13:35ATT rollout impact and SKAN upgrades
- 15:26Privacy Manifests and Required Reasons API
- 16:51App developer requirements
- 18:20Why SKAN in 2024
- 19:45Summary
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