Perform^[cb] and iOS 14 – What Does it Mean for App-Install Marketers, and How Can You Prepare?

With iOS 14, Apple has introduced new privacy features for consumers that will impact attribution in mobile advertising. Part of the release is a new version of Apple’s tracking methodology, SKAdNetwork, which handles attribution anonymously. Responses from marketers and the advertiser industry have expressed concern, panic, and even it’s-the-end-of-mobile-as-we-know-it apocalyptic thinking.