Flexible Mapping: Smаdex’s new solution for SKAd campaign optimization

Partner Post - Smаdex Mobile-first DSP For Transparent Performance (Apps/Branding/VAS)

Posted: July 7, 2021

With the latest changes to its privacy policy, Apple has modified the way measurement and attribution work on iOS. Advertisers face further limitations in this new reality that SKAd introduces. With less data to work with, there’s an increasing need for transparency. At Smаdex, we built the solution to excel in this context: our new Flexible Mapping tool.

SKAdNetwork has put in motion a new mobile programmatic framework marked by data receipt delays, loss of user-level data, and reduced visibility of post-install events.

Data available pre and post full implementation of SKAdNetwork

If probabilistic attribution is not allowed by Apple, SKAd will be the only source of information to track installs of users that don’t opt-in. It’s already the case for some MMPs.

Do you need to know which creative, exchange or creative type is performing better? Well, one thing is for sure: SKAdNetwork will not provide this information by default. That being said, using the campaign_ID smartly with Smаdex Flexible Mapping, you can achieve this goal.

Smаdex’s Flexible Mapping

Smаdex’s Flexible Mapping is the superpower advertisers have been waiting for. With this new tool, advertisers are able to organize the 100 fields for campaign_IDs available on SKAd to map creatives, connection type, ad size… or any other variable most relevant for their campaigns.  

With Smаdex Flexible Mapping, advertisers can identify which combinations of variables get the best performance without uniquely identifying the user and complying with Apple privacy rules. “It’s like building your own algorithm based on what you need to know to optimize for SKAd. You can do it yourself, directly from the Smаdex platform”, highlights Jordi de los Pinos, CEO at Smаdex.

And it gets better. This new Flexible Mapping solution for SKAdNetwork is fully integrated with our current reporting tools. In the below example, one client used the Flexible Mapping to see which exchange provided more SKAd installs, and the results showed in the reports immediately.

Reporting – Flexible Mapping On Smаdex

Advertisers face the challenge on how decoding the SKAd Campaign_IDs to be able to map each variable. Smаdex’s Flexible Mapping is the answer. “We let each advertiser choose what variables they want to map for that campaign_ID field. So, if you want to map the ad size, you can. If you want to map the connection type, you can.”

Want to know more about Flexible Mapping and how to implement it for your campaigns? Get in touch with our team.

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