AdAttributionKit

The authoritative, OS-native privacy-preserving attribution framework for iOS advertising, mandated by Apple's platform policies

AdAttributionKit is Apple's next-generation ad attribution framework introduced in 2024, designed to replace SKAdNetwork as the primary privacy-preserving measurement solution for iOS app advertising. It enables advertisers and developers to measure the effectiveness of ad campaigns — including app installs and in-app events — without accessing device-level identifiers or compromising user privacy. The framework operates within Apple's App Store ecosystem and is built directly into iOS, iPadOS, and other Apple platforms. AdAttributionKit expands on SKAdNetwork's foundation by introducing support for re-engagement campaigns (not just installs), web-to-app attribution, and a more flexible postback system with improved developer controls. It also introduces a dual-postback model that sends signals to both the ad network and the developer, improving transparency. The framework maintains Apple's core privacy principles by using aggregated, delayed, and noise-added reporting to prevent fingerprinting or individual user tracking. As a native Apple framework, AdAttributionKit holds a uniquely authoritative position in the iOS AdTech ecosystem. Mobile measurement partners (MMPs), ad networks, and DSPs must integrate with it to provide compliant attribution on Apple devices. Its significance has grown substantially in the post-ATT (App Tracking Transparency) era, making it a foundational layer for the entire iOS mobile advertising supply chain.