AppsFlyer to launch PredictSK in light of Apple mobile ad tracking changing

Anne Freer | February 12, 2021

Mobile Advertising

AppsFlyer, the mobile marketing expert, just announced the launch of PredictSK, a predictive analytical solution that will form part of its SKAdNetwork suite, SK360

Once Apple starts enforcing its AppTrackingTransparency framework in spring 2021, the PredictSK engine will launch to give marketers through the changes.

The company said that its SKAdNetwork would form a major part of campaign measurement and optimisation on iOS, following the privacy changes by Apple.

To help advertisers overcome these challenges, AppsFlyer added the new suit to its iOS 14 solutions – SK360. 

Now brands can configure and optimise their conversion valued and validate data and keep it fraud-free.

Networks like Facebook, Twitter, Snap, ironSource and others have already signed on to ensure that relevant data are seamlessly delivered to AppsFlyer and partners.

“We’ve been working closely with AppsFlyer to deliver a fully operational plug-and-play SKAdNetwork solution in record time,” said Liwei Chen, Staff Product Manager, Twitter. “The solution was designed together to validate all advertisers’ needs from SKAdNetwork are met: data trust, granularity, optimization and measurement. This is another exciting step for advertisers, delivering upon our promise of helping drive business success while maximizing end-user privacy.” 

PredictSK isn’t live just yet. It will roll out later this year. The idea is to remove measurement and timing barriers introduced by Apple’s changes and allow advertisers to predict campaign performance within a 24 to 72 hour window.

“Our guiding star has been and always will be the advertisers’ needs,” said Barak Witowski, Vice President, Core Product, AppsFlyer.

“As part of our holistic set of iOS solutions, AppsFlyer’s SK360 suite will empower brands to eliminate the uncertainty brought on by limited data availability and limited measurement capabilities, while maintaining end user privacy, by combining multiple solutions for maximum coverage. Moreover, PredictSK will enable measurement across all user events to quickly and accurately predict user LTV, helping advertisers save precious time and money. With SK360, Advertisers can stay in the driver’s seat while complying with the strictest privacy requirements.”

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