Four companies just wrote a $1BN check into AppsFlyer. Meta, Google, Unity, and Moloco do not commit that kind of capital to a neutral third-party MMP unless they have come to one conclusion: Apple’s own attribution framework is dead.
Five years ago, Apple forced the ecosystem onto SKAN under the threat of ATT. Companies spent millions rebuilding measurement around a framework they had no hand in designing. Then Apple suddenly stopped all communication around it. Apple quietly replaced SKAdNetwork with AdAttributionKit as the named successor in 2024, and this year’s WWDC passed without a single update to it.
No roadmap, no deprecation notice for what it replaced.