How is the SKAdNetwork 4.0 rollout going?
The bad news is that so far, there's no live SKAdNetwork 4.0 traffic flowing through the pipes. But the good news is that at least your MMP most likely isn't going to be the blocker:
- Singular: new SDK is available; other updates coming soon.
- Adjust: new SDK is ready; other updates expected in early 2023.
- Branch: updated SDK, dashboard reports, and configuration tools are all ready to go.
- AppsFlyer: no announcements yet.
- Kochava: no announcements yet.
If you're excited about the potential of SKAN 4.0, now is the time to go tell your ad network partners that support is important!
A new deluge of attention on the App Store Tax
Readers of this newsletter will already be very familiar with the ongoing saga of app store commision rates. But that's not the case for the general public, and this week brought a new round of high-profile piling on, all via Twitter within the space of about 72 hours:
"Did you know Apple puts a secret 30% tax on everything you buy through their App Store?" — Elon Musk
"Four years ago, we filed a complaint detailing @Apple’s anticompetitive practices […] So how much longer will we look away from this threat to the future of the internet? How many more consumers will be denied choice? There’s been a lot of talk. Talk is helpful but we need action." — Daniel Ek
"You might have noticed you can't send NFTs on Coinbase Wallet iOS anymore. This is because Apple blocked our last app release until we disabled the feature." — Coinbase
"If they can lawfully add a 30% Apple Tax to all NFT transactions, then they can lawfully add a 30% Apple Tax to all online banking and stock trading transactions. The App Store monopoly is seizing control of the American economy. Apple must be stopped!" — Tim Sweeney
Of course, most of this isn't just specific to just iOS — Apple is just a higher-profile target than Google for this topic. And while none of these tweets will be enough to make Apple reconsider anything, they've certainly raised the stakes even further.
Privacy & Security
Tips & Techniques
- Uber | Performance Marketing Manager, Global Lifecycle Marketing — San Francisco, CA
- Babbel | Growth Lead, Babbel Live — New York, NY
- hims & hers | Senior CRM Manager — Remote (US)
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