Apple turned mobile publishing on its head with the introduction of its SKAdNetwork and other privacy changes two years ago.
Since then, 61% of publishers have adopted the SKAdNetwork, compared with 37% in 2021, according to the 2022 App Install Marketing Survey by Digital Turbine. And 27% plan to use it soon.
Of the holdouts—12% of the sample—43% are working with fewer partners for iOS user acquisition (UA).
The SKAdNetwork has apparently helped publishers and marketers cope with the shift in opt-in rates caused by Apple’s privacy changes that came with iOS 14.5. Of the publishers surveyed, 34% are moderately concerned with opt-in-rates, but that has lessened since 2021.
Meanwhile, 46% of publishers are spending on video, with 64% saying video ads are effective.
At the same time, 38% of UA marketers have increased their spend on Apple Search Ads since the launch of SKAdNetwork.
These marketers are driven by the following mobile app acquisition KPIs:
Quality of acquired users (LTV, RoAS, etc.)—77%
Price (CPI, CPC, CPCV, etc.)—67%
Targeting capabilities (geo, device, audience, demo, etc.)—64%
Level of service (responsiveness, campaign organization, availability, etc.)—61%
Volume (# of daily/weekly installs)—59%
Digital Turbine surveyed 140+ mobile publishers.