Unlocking SKAN 4.0: Reddit’s Latest Advancements for Mobile App Advertisers

In an ever-evolving mobile app advertising landscape, staying ahead of the curve is essential. That's why we are thrilled to announce the launch of SKAN 4.0 support on Reddit, bringing a host of improvements and new features to enhance your advertising experience. With this latest update, Reddit aims to empower you with more advanced tools, making it easier to manage and execute successful app install campaigns using SKAdNetwork.

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The evolution of SKAdNetwork

To fully appreciate the significance of SKAN 4.0, it's essential to understand the evolution of SKAdNetwork and its crucial role in mobile app advertising. SKAdNetwork was introduced by Apple in 2021, accompanied by significant privacy changes that came with iOS 14. The most notable of these changes was the AppTrackingTransparency (ATT) framework, which mandated that each app request user consent to share their Identifier for Advertisers (IDFA) for tracking purposes. As a result, the IDFA, a unique user-level identifier, became considerably less accessible for tracking and attribution. This fundamental shift in iOS mobile measurement made SKAdNetwork the only solution to deterministically attribute users who hadn't opted in for tracking. 

Earlier versions of SKAdNetwork faced challenges like limited postbacks and lack of data granularity, making it harder to measure and optimize campaigns effectively.  Now in its 4th iteration, Apple is demonstrating to focus on strengthening measurement insights for advertisers and providing a more robust attribution solution for iOS mobile app campaigns.

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What to expect with Reddit’s support for SKAN 4.0

Reddit recognizes the importance of supporting SKAN 4.0, ensuring that you have a solution that provides more transparency, insights, and flexibility in managing iOS app install campaigns. With Reddit's SKAN 4.0 support, you can expect several significant enhancements:

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What is changing? 

There are improvements and updates both with SKAN and Reddit. All Reddit changes are available now, regardless if you have yet to update to SKAN 4.0. To take advantage of the new features from Apple’s SKAN 4.0 directly, you must update.

For a deeper dive into SKAN 4.0 updates and how to integrate, please review Apple’s docs or contact your MMP for additional support and guidance.

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Key SKAN 4.0 Changes

• SKAN 4.0 provides the ability to receive multiple postbacks, up to three, allowing for more visibility into post-install actions.
• The introduction of 'coarse' and 'fine' conversion values provides more detailed attribution information, offering deeper insight into campaign performance.
• Updated crowd anonymity, previously called privacy thresholds, make it easier to receive basic attribution information, (coarse conversion values), while setting higher thresholds for more granular attribution data ( fine conversion values).

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Key Reddit Changes

• SKAN IDs are now assigned and managed at both the ad group and ad level (previously it was ad level only).
• SKAN install reporting is now accessible at the ad group level, in addition to the ad level, assuming crown anonymity is met.
• Each iOS app advertised on Reddit can now have up to 200 ads. This increase comes with specific limitations, such as a maximum of 20 active Ad Groups and 10 active Ads per Ad Group at any given time.
• The introduction of a brand new SKAN ID management panel within the ads platform simplifies the management of SKAN IDs, minimizing the hassles associated with SKAN ID limits.

With the launch of SKAN 4.0 support, Reddit is committed to delivering a more powerful, flexible, and data-driven advertising experience. These enhancements aim to provide you with better insights and improved campaign management, helping you execute successful app install advertising campaigns on Reddit.