At Adjust, we don't believe this is as decisive a moment as many others believe. However, over the past few days, we've been mapping out the best path forward, keeping in mind that many details still need to be worked out before iOS14 is released in September.
We are working closely with Apple to get a clear picture in a number of areas. However, the nuances of Apple's proposed rules become italy business fax list much clearer when we break down these new rules into individual elements and analyze their impact on the different participants in our ecosystem.
SKAdNetwork vs. App Tracking Transparency
First, it’s worth clarifying the two main ad measurement and attribution options Apple presented to us. These represent different approaches to the same problem, and it’s important not to confuse them.
On the one hand, Apple introduced the AppTrackingTransparency (ATT) framework , which manages IDFA access with mandatory user consent . Apple also outlined exceptions to this framework, which would allow for attribution as it exists today. We believe that focusing on this framework and building tools within these rules is the best option for the future, but before we dive into this, let’s take a look at the other potential solution.