WWDC 2024 and the end of SKAN (maybe)

WWDC kicked off today and SKAdNetwork is nowhere to be found. Instead, we have App AdAttributionKit and Web AdAttributionKit (say that 3X fast, we dare you!) and not much detail about where SKAN is going. Out guest today, however, thinks that there' won't be a SKAN 5 or a SKAN 6, and that there will just be new AdAttributionKit releases from time to time. And that all the juicy new tech promised for future SKAN versions is actually here ... So ... Join host John Koetsier in this episode of Growth Masterminds as he explores the future of ad attribution and privacy compliance post-WWDC with guest David Phillipson, CEO of DataSeat. They discuss the potential end of SKAdNetwork, the introduction of Apple's App AdAttributionKit and Web AdAttributionKit, and the challenges and implications for the ad tech industry. They delve into the reliability of modeled attribution data from media giants like Google, Meta, and TikTok, and the evolving modeling strategies used to overcome privacy blind spots. Also, David shares his personal journey into ad tech (which is interesting!), lessons from successful entrepreneurs, and the importance of unified measurement in a privacy-focused world. If you're looking to understand the impacts of Apple's recent announcements and the future of ad attribution, this episode is a must-watch (and you know this is absolutely 100% true because ChatGPT wrote this part of the show notes ... but not this sarcastic little note.) 00:00 Introduction and Opening Thoughts 00:16 The Reliability of Ad Attribution Data 00:45 WWDC and Apple's New Releases 01:05 Introducing the Guest: David Phillipson 04:45 Discussion on SKAN and Ad Attribution 07:34 Challenges and Adoption of SKAN 12:49 Future of Ad Attribution and Privacy 18:51 Unified Measurement and Market Trends 29:30 Final Thoughts and Predictions 32:53 Closing Remarks