iOS 14 SKAdNetwork Support for DSPs

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With Apple’s announcement on 24th June 2020, DSPs will need to start utilizing Apple’s privacy conscious SKAdNetwork framework for install and conversion tracking on iOS14+ devices. Smaato is adding support for SKAdNetwork attribution into its SDK along with necessary bid request/response signals. For display, we support <a href>, mraid.open(), window.open() & window.location click redirect methods. The click redirects (ex, HTTP status 3xx) will be followed in the methods mentioned above for display, native and video Ad formats.

What should DSPs do to enable SKAdNetwork attribution with Smaato?

• DSPs should register as an Ad Network to Apple’s SKAdNetwork API. Click here to register.
• Supply your public key to Apple and set your postback urls.
• Provide your SKAdNetwork ID to your Smaato Account Manager.
• Smaato will get your SKAdNetwork ID(s) added to publishers’ info.plist.
• DSPs should be able to ingest the list of SKAdNetwork ID(s), version, and source bundle ID information in BidRequest.imp.ext.skadn object of the bid request.
• If the DSP is responding with a SKAdNetwork enabled campaign, it should respond with SKAdNetwork ID and all relevant fields in the bid response.
• Advertiser app should be registering its new users to SkAdNetwork via registerAppForAdNetworkAttribution()
• DSPs should have an install tracking service to handle install data and signature from the SKAdNetwork postback.

SKAdNetwork Attribution Workflow

Bid Request

Object: BidRequest.imp.ext.skadn

This object will be populated if all conditions below are met:

• The DSP has at least one SKAdNetwork ID registered in the publisher’s info.plist
• The user’s device is operating on iOS14 or above.
• The Application is integrated with Smaato via a SKAdNetwork supported version.
• The DSP is on Smaato’s OpenRTB 2.4 and above spec.

Object:   BidRequest.imp.ext.skadn.skadnetlist

IABTL skadnetwork object list attributes.

Example

Used for direct SSP to DSP connections where a DSP wants to only consume their own relevant SKAdNetwork IDs.

{
  "imp": [
    {
      "ext": {
        "skadn": {
          "versions": ["2.0", "2.1", "2.2", "3.0", "4.0"],
          "sourceapp": "880047117",
          "productpage": 1,
          "skadnetlist":{
              "max":306,
              "excl":[2,8,10,55],
              "addl": [
                "cdkw7geqsh.skadnetwork",
                "qyJfv329m4.skadnetwork"
              ]
          }
        }
      }
    }
  ]
}

Changes in Bid Request Device Object

If the user does not give permission through the AppTrackingTransparency framework for targeting, IDFA field will not be passed. Smaato will offer IDFV and an exchange based device identifier. These two identifiers can be used for fraud prevention and frequency capping, not for targeted advertising or advertising measurement purposes.

Bid Response

Object: BidResponse.seatbid.bid.ext.skadn

For bid requests with SKAdnetwork extension object, the DSP can return a bid response which includes the following fields to enable SKAdNetwork install and conversion attribution. Smaato will validate SKAdNetwork ID, bundle ID fields in the response, and call loadProduct() with appropriate values.

Object:   BidResponse.seatbid.bid.ext.skadn.fidelities

Fields that should have different values for the different fidelity types (e.g.   fidelity,   nonce,   signature) are wrapped into an array of objects.

Note:  Adding   timestamp  to this list allows bidders to parallelize the cryptography portions of creating their bid response when supporting multiple fidelities. The same timestamp can be used across fidelities if desired but this move provides bidders with greater implementation flexiblity.

Example v4.0

{
  "seatbid": [
    {
      "bid": [
        {
          "ext": {
            "skadn": {
              "version": "4.0",
              "network": "cdkw7geqsh.skadnetwork",
              "sourceidentifier": "4321",
              "itunesitem": "123456789",
              "sourceapp": "880047117",
              "productpageid": "45812c9b-c296-43d3-c6a0-c5a02f74bf6e",
              "fidelities": [
                {
                  "fidelity": 0,
                  "signature": "TUVRQ0lFUWxtWlJOZll6S0JTRThRbmhMVElIWlpaV0NGZ1pwUnFSeEhzczY1S29GQWlBSmdKS2pkcldka0xVT0NDanVFeDJS==",
                  "nonce": "473b1a16-b4ef-43ad-9591-fcf3aefa82a7",
                  "timestamp": "1594406341"
                },
                {
                  "fidelity": 1,
                  "signature": "VFVWUlEwbEZVV3h0V2xKT1psbDZTMEpUUlRoUmJtaE1WRWxJV2xwYVYwTkdaMXB3VW5GU2VFaHpjelkxUzI5R1FXbEJTbDBG==",
                  "nonce": "e650de09-2a9f-4dc3-a4d1-544c402e9095",
                  "timestamp": "1594406342"
                }
              ]
            }
          }
        }
      ]
    }
  ]
}

Example v2.2

{
  "seatbid": [
    {
      "bid": [
        {
          "ext": {
            "skadn": {
              "version": "2.2",
              "network": "cdkw7geqsh.skadnetwork",
              "campaign": "45",
              "itunesitem": "123456789",
              "sourceapp": "880047117",
              "productpageid": "45812c9b-c296-43d3-c6a0-c5a02f74bf6e",
              "fidelities": [
                {
                  "fidelity": 0,
                  "signature": "MEQCIEQlmZRNfYzKBSE8QnhLTIHZZZWCFgZpRqRxHss65KoFAiAJgJKjdrWdkLUOCCjuEx2RmFS7daRzSVZRVZ8RyMyUXg==",
                  "nonce": "473b1a16-b4ef-43ad-9591-fcf3aefa82a7",
                  "timestamp": "1594406341"
                },
                {
                  "fidelity": 1,
                  "signature": "GRlMDktMmE5Zi00ZGMzLWE0ZDEtNTQ0YzQwMmU5MDk1IiwKICAgICAgICAgICAgICAgICAgInRpbWVzdGTk0NDA2MzQyIg==",
                  "nonce": "e650de09-2a9f-4dc3-a4d1-544c402e9095",
                  "timestamp": "1594406342"
                }
              ]
            }
          }
        }
      ]
    }
  ]
}

Example v2.0

{
  "seatbid": [
    {
      "bid": [
        {
          "ext": {
            "skadn": {
              "version": "2.0",
              "network": "cdkw7geqsh.skadnetwork",
              "campaign": "45",
              "itunesitem": "123456789",
              "nonce": "473b1a16-b4ef-43ad-9591-fcf3aefa82a7",
              "sourceapp": "880047117",
              "timestamp": "1594406341232",
              "signature": "MEQCIEQlmZRNfYzKBSE8QnhLTIHZZZWCFgZpRqRxHss65KoFAiAJgJKjdrWdkLUOCCjuEx2RmFS7daRzSVZRVZ8RyMyUXg=="
            }
          }
        }
      ]
    }
  ]
}

Last Modified: April 21, 2023 at 4:13 pm