The In-App Advertising Playbook

The in-app environment provides an opportunity to reach relevant audiences. As the cookie crumbles and privacy laws evolve, users must opt in to app tracking. Apple offer an alternative framework, SKAdNetwork, to help marketers measure campaign success, while publisher-managed first-party data offers advanced targeting capabilities. These changes also help pave the way to reach audiences based on contextual data, for an even more relevant and engaging user experience.