Welcome to the seventh-annual Singular ROI Index

Singular was the first to publish a ranking of marketing partners by advertising ROI in 2017, and we continue to analyze the vast array of advertising choices marketers have in order to showcase the ones who do it best. This ROI Index is a summary of data from hundreds of ad networks, thousands of integrations, and over $10 billion in ad spend.

Everyone in marketing knows that advertising is getting harder.
Everyone knows that measurement is getting tougher, and what we used to call “tracking” is disappearing.

That’s why it’s helpful occasionally to check the macro numbers for ad partner effectiveness across a wider sampling of hundreds of ad networks. We always separate out iOS and Android numbers, and now that’s even more important, of course, in the era of App Tracking Transparency and the upheaval that it has brought to mobile marketing on iOS. Getting sufficient and accurate data on iOS under SKAN is challenging, but Singular’s SKAN Advanced Analytics is the most advanced SKAdNetwork measurement solution available, providing the best possible data for marketing measurement on iOS, and ensuring customers can measure, monitor, and optimize iOS campaigns.

Here’s what we’re seeing across a huge swath of the mobile ecosystem based on:

Probably the most important ROI Index ever

ROI on iOS 

SKAN Performance: Top Ad Networks

It’s hard to get rich data from the bare-bones SKAdNetwork framework, at least by former IDFA standards. But with the proper technology and modeling, you can clearly measure results and identify the ad networks that have consistently managed to return positive ROI at scale.

Key storylines in iOS mobile marketing

Apple Search Ads: no, we haven’t forgotten

In case you’re wondering why Apple Search Ads doesn’t appear in the list above, the answer is simple: Apple Search Ads does not use SKAdNetwork for measurement. Instead, Apple offers the Apple Search Ads Attribution API for measurement and attribution, which — of course — Singular integrates with and shares in your iOS marketing analytics dashboards. Because of that different API, there isn’t a straightforward way to compare Apple Search Ads to ad networks that use SKAdNetwork. Of course, there are methods that approximate their relative impact, but for the purposes of this index, we’re going super-simple and straightforward: presenting only 100% SKAN data without additional modeling.

But …

If we did put data from the Apple Search Ads Attribution API side-by-side with analytics from SKAdNetwork, you should know that Apple Search Ads is now the second-biggest ad partner by spend on iOS for Singular customers, with both high penetration among mobile advertisers and a high return on investment. 

Historically, iOS/Android spend by Singular clients has hovered around the 55/45 split in favor of Android, as we saw in basically all of 2020. However, in early 2021, iOS spend dropped about 10 percentage points as App Tracking Transparency took hold. January 2022 was the lowest point for iOS spend share at only 36%. But for the rest of 2022, and so far in 2023, iOS ad spend is up and in fact is now approaching half of all ad spend.


4 reasons why iOS ad spend share is growing

Part of that is undoubtedly due to Singular’s large position in key iOS markets such as North America and western Europe.

Another part of it is also due to Apple’s continued growth.
Not only did Apple sell more units than any other smartphone vendor in 2021 and follow that up with winning 21.9% of global market share — the highest of any vendor — in 2022, iPhones tend to last longer than Android smartphones due to frequent updates, better durability, and longer battery life. All of which means that not only does Apple keep pumping more units into the market, the units already in-market tend to stay in use longer.

And another part, of course, is due to the fact that iPhone users as a whole tend to spend more than Android users, making them more attractive acquisition targets.

Countries with 50% or higher iOS spend include:
    ⏵ Australia
    ⏵ Canada
    ⏵ China (note: this is a function of non-Chinese companies’ targeting)
    ⏵ Denmark
    ⏵ Saudi Arabia
    ⏵ USA
    ⏵ And: no geo identified

Countries with 80%+ Android spend include:
    ⏵ Chile
    ⏵ Columbia
    ⏵ Egypt
    ⏵ Brazil
    ⏵ India
    ⏵ Indonesia
    ⏵ Korea
    ⏵ Turkey
    ⏵ Poland

But at this point, with a long-lived trendline, you have to think that advertisers are starting to understand how to drive campaign performance reliably with SKAdNetwork. Singular’s SKAN Advanced Analytics already provides near-90% accuracy for D7 revenue with SKAN 3, and SKAN 4 will provide even higher levels of accuracy. In other words, perhaps the most important reason why ad spend is returning to iOS is that marketers finally trust their ability to optimize and grow campaigns using SKAN.

Or … at least Singular customers.

Why yes, Meta does SKAdNetwork pretty well

The conventional story is that ATT is a major headwind for Meta. While there’s truth to that for both Facebook and the entire mobile advertising ecosystem, it’s worth noting that Facebook grew its dollar-for-dollar “share of voice” significantly over the course of full-year 2022.

In other words, Meta adapted and rebounded.

What’s significant here is that while it’s easy for smaller, newer competitors to show impressive year-over-year growth numbers, it’s hard for the giants to do the same. They’re already big, so to show high percentage growth they need to add much more dollar growth.

The point: besides Apple Search Ads, there’s almost no comparable competitor to Meta on iOS.

Of course, the question for the rest of the year will be how Meta adapts to iOS 16 and SKAN 4 in order to continue that growth, and will it continue to outperform most of the rest of the market.

ROI & Retention on Android

Global ROI: Top Ad Networks

Regional ROI: Top Ad Networks

Global Retention: Top Ad Networks

Regional Retention: Top Ad Networks

Key Storylines in Android Mobile Marketing

Zooming in: secret winners in the adtech ecosystem

Mistplay calls itself the “best kept secret in mobile gaming,” but with results like these, that won’t stay true for long. The loyalty-based ad network for gaming publishers secured a top-5 position in both gaming ROI and global ROI despite being relatively tiny compared to its competitors.

(The global ranking, by the way, is thanks to the importance of gaming on the Android platform; Mistplay achieved the global all-verticals ranking despite basically zero impact in non-gaming categories.)

And it’s not just a flash in the pan quick hit wonder: Mistplay also achieved a top-5 finish in global retention rankings for gaming categories. Mistplay is not the only ad network punching above its weight class: Mintegral, Aarki, Influence Mobile, and Moloco are also impressive performers.

What does this mean for user acquisition leaders?

Everyone is going to be using Google and Facebook: that’s a given. (Also: on iOS, nearly everyone is going to be using Apple Search Ads as well.) But you will have an increasingly difficult time figuring out why campaigns are successful inside the every-growing complexity of the two major mobile user acquisition platforms. The algorithms that drive your success are powerful but opaque.

All-round Excellence

As always, it’s interesting to look at all-round excellence: ad networks with the highest number of rankings in the various ROI Index categories. Out of the hundreds that Singular measures, here are the top 15, ranked by number of placements, then alphabetically in case of ties:

Ad networks with the highest number of rankings

Google and Facebook are no shock, but AppLovin and Moloco ranking with them is impressive. And both TikTok For Business and Snapchat are basically neck and neck with all of them in terms of rankings, with ironSource right near the top as well.

Any ranking on this list of lists is remarkable, and seeing companies like Influence Mobile and Mistplay show up here is doubly so.

Ad networks that grew the most in 2022: the Privacy Era

We’re now in the era of App Tracking Transparency and SKAdNetwork on iOS. But it’s been a bumpy road to get where we are … and the bumps aren’t quite over, as SKAN 4 requires a further evolution in ad network capability over the course of 2023. And we’ll soon be entering the Privacy Sandbox for Android era on the most popular mobile operating system on the planet.

All of this is shaking up who is winning in adtech.

Here are the ad networks that grew the most as a percentage of total industry spending on Singular from 2021 to 2022:
    1. Moloco
    2. TikTok for Business
    3. Twitter
    4. Google Ads
    5. Unity Ads
    6. AppLovin
    7. Snapchat
    8. IronSource

There was also significant change through the first full year of SKAdNetwork. Here are the ad networks that grew the most as a percentage of total industry spending on Singular from January 2022 to December 2022:
    1. TikTok For Business
    2. Moloco
    3. Twitter
    4. Apple Search Ads
    5. Snapchat
    6. Facebook Ads
    7. AppLovin

Moloco

Moloco was a stealth fighter in 2022, delivering huge growth among Singular clients. Founded by experts from tech giants like Facebook and Google, this machine learning-powered DSP delivers impressive digital growth and performance for app developers and publishers by unlocking the value of their unique first-party data. The result: significant gains in market share.

Giants in iOS

Three of the giants in mobile user acquisition marketing are Google, Facebook, and Apple. Making this list as giants is impressive simply because the installed base they typically operate from is already huge, making high-percentage growth rates challenging.

Apple in particular is not a surprise, however: the company has the dual benefit of managing a high-intent search marketing platform in Apple Search Ads and operating app advertising as a first-party data operation, enabling better targeting thanks to both factors.

And Google saw significant growth thanks largely to the portion of its advertising business that is search-based, where potential new users or customers have high and well-signaled intent, leading to better ad personalization without resort to ATT challenges.

State of the Mobile Advertising Ecosystem Today

Every marketer active in mobile advertising today knows the truth: mobile advertising is still an ecosystem in turmoil.

Most mobile publishers and advertisers still cannot accurately describe themselves as SKAdNetwork experts, and SKAN 3 is very quickly going to transition to SKAN 4 over the course of 2023. SKAN 4 adds significant complexity to what is already challenging, and that means many marketers have an education and experience gap, and in many cases a tooling gap with measurement solutions that don’t accurately model actual marketing results.

Add to that a challenging economic environment where advertising, a key source of revenue for many mobile apps, is seeing slowing growth, and there are clear issues.

Don’t forget we’re still seeing post-Covid changes. In some cases that’s reversion to the mean — a downward turn in an overall-upward sine curve, as Unity CEO John Riccitiello told me —  in other cases such as supply chain challenges there are unpredictable impacts.

Finally, Privacy Sandbox for Android is coming in late 2023 and early 2024, and that will bring a similar angst and change to Android as we’ve been seeing on the iOS side of the fence over the past few years. However, our hope is that we’ll be able to mitigate the impact thanks to Google documentation well in advance and holding consultations with industry partners that will likely result in updates.

Still an ecosystem in turmoil

Ecosystem rebounding (somewhat) despite multiple challenges

In spite of all that, the ecosystem is rebounding. At Singular, we’ve seen multiple clients who paused ad spend on iOS resume and even increase spend after working with SKAN Advanced Analytics to recapture lost signal.

The iOS ad spend recovery we see in Singular client data is just one evidence of that.

In addition, while SKAN 4 has challenges and complexities, marketers will be able to work with partners like Singular to make it both as simple as possible and as insight-rich as possible. There’s more data available in SKAN 4 and more opportunities to get it.

On the Android side, we may very well see a boost in paid marketing activity late in 2023 and early in 2024 ahead of Privacy Sandbox for Android implementation. That’s exactly what we saw on iOS: spend ramping as marketers anticipated the loss of signal from iOS marketing campaigns when SKAdNetwork initially went live in iOS 14.5.

That said, there are still numerous challenges.

Here are four that will impact the mobile user acquisition space throughout 2023:


Broad changes in ad spend growth

Recovering an acceptable level of signal to run mobile marketing is one thing, but if ad spend is getting diverted elsewhere, the in-app mobile ad market will face challenges.

Magna anticipates U.S. total ad spend to grow by 3.7%, significantly less than prior years. GroupM also sees decelerated growth — but still growth — in addition to actual shrinkage in key markets such as China. One of the challenges that GroupM’s Kate Scott-Dawkins sees is that digital-first companies were able to spend 50%, 60%, and in some quarters over 100% of their revenue on advertising when money was “free” as interest rates approached zero.

But that’s not so attractive when rates jump up, and becomes impossible when combined with a general economic slowdown.


Shift in ad spend allocation

We’ve certainly seen a shift in ad spend towards connected TV, where ad-supported platforms are growing 150% faster than paid services and spend will hit almost $25 billion this year in the U.S. alone, growing at 19% annually.

A large part of that is moving over from traditional scheduled TV, though not all.

But channels and partners are changing in traditional user acquisition platforms as well.

Just in this year, we’ve seen a shift in where mobile user acquisition managers allocate their spend. Between January and December of 2022, search and intent-based ad networks jumped from 34% of user acquisition ad spend to 40%. When spend shifts to higher-intent networks, it has to come from somewhere.


Ongoing challenges with retargeting and audiences

SKAdNetwork as it currently stands does not enable the scalable creation of audiences, nor does it facilitate retargeting or remarketing. While these capabilities are still available on Android, in late 2023 and early 2024, Privacy Sandbox will largely (if things remain as is) or partially (if there are significant changes) remove the ability to easily create audiences and broadcast them to ad networks for retargeting campaigns.


Persistent reduction in deterministic marketing signal

At this point it’s obvious: we’re in an age of a persistent, lasting, and widespread loss of deterministic marketing signal. iOS was first; the web and Android are up next.

This doesn’t mean the end of measurement, attribution, or optimization, but it does require significant changes. Primarily, that will mean a shift to what Singular calls Hybrid Measurement. As Singular CEO Gadi Eliashiv recently suggested:

“We’re now at a point in time where the discussion shouldn’t be about which single measurement methodology we should use. Rather, it’s about the when, where, and how we use multiple measurement methodologies together.”

At its core, Hybrid Measurement consists of 3 key concepts:

    1. Unified data infrastructure
    2. Multiple measurement methodologies
    3. Reporting and insights serving multiple views and multiple purposes

That means SKAN. It means IDFA. It means first-party data. It means GAID and Privacy Sandbox, and it means media mix modeling. Not every methodology serves every purpose, but together, used judiciously and reported carefully, marketers will have the insight they need to replace — and maybe even surpass — the last-click deterministic data the industry is losing.

Advertiser Imperatives in an Age of Change

Advertiser imperatives in this age of change are pretty obvious:
    1. Make each dollar count
    2. Measure what the platforms enable
    3. Measure what can’t be tracked
    4. Enhance acquisition diversity


Make each dollar count

Waste when budgets are big and oversight is minimal sucks, but isn’t fatal. Marketing investment when times are tougher can be fa tal. That’s where using all the features of a marketing analytics platform like Singular to track, manage, and optimize spend is absolutely critical in 2023 and 2024.

Grow acquisition diversity

And finally, paid marketing is a critical part of scaling, but it should not be the only way you grow.

Organic marketing, wholesale acquisition by acquiring competitors or small publishers, and adding farming to your hunting via a renewed emphasis on cross-promotion inside your publisher ecosystem and outside via complementary partnerships are all critical. Not to mention enhanced efforts on onboarding, retention, and customer lifecycle marketing: once you have users or players or customers, maximize their value over time.


Measure what the platforms enable

IDFA is largely gone, but Apple has provided SKAdNetwork. While it had its challenges in early iterations and version 3 wasn’t useful for many people who couldn’t supplement the data it provided with modeled insights, SKAN 4 is getting closer to what marketers need.

Getting expert at using SKAdNetwork will be critical for marketers who rely on iOS for a large portion of their impact and revenue, and Singular can help you do exactly that. At the same time, be ready for Android to follow a similar path. As with iOS, those brands that jump on the bandwagon early to try, test, fail, and improve will reap the lion’s share of the early rewards.

Taking what the platforms offer, enhancing it with first-party and in-app data, and modeling for missing insights is critical to success in the privacy-first era of mobile marketing.

Track what can’t be tracked

Some data can’t be replaced as the platforms move to privacy-safe marketing measurement. But some data has always been missing as we relied on last-click attribution while knowing it didn’t reflect the whole picture of influence and impact.

Moving to Hybrid Measurement and developing expertise with media mix modeling will help mobile marketers develop better insight into incrementality of channels and partners as well as an ever-evolving estimate into the additive impact of all your marketing efforts.

Singular can help

We have helped hundreds of brands and leading mobile apps adjust to the changing advertising and privacy landscape. It’s just possible that a dedicated focus to hybrid measurement with the right partner can help your apps, websites, and marketing campaigns fly higher than ever before… even in a changing environment. Get in touch with us and book a time to chat. We’re here to help.

Singular ROI Index 2023 Methodology

Singular data analysts summarized the data from trillions of ad impressions, billions of clicks, and billions of installs by thousands of ad networks and platforms to find top performing advertising partners.

On Android, we prioritize networks with scale in both spend and number of customers who work with them. We analyze retention, click-to-install counts, relative fraud levels, and weight them along with the most important metric, return on investment, to find the top ad networks.

On iOS, we use similar scale parameters but utilize SKAdNetwork as the primary source of data, with the exception of Apple Search Ads that uses a separate API. With SKAdNetwork, we analyze the raw postbacks we receive as well as the information we have about the meaning of the conversion values and ad network parameters. We then translate these postbacks and to find higher-ROI conversions.

In both cases, we control for outliers and spurious data.

Singular Privacy Policy

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Emre Kavaloglu, Head of Marketing at MobileAction & SearchAds.com, stated that “2022 saw Apple Search Ads spending reaching record-high for apps across different categories. This year will be no different as advertisers can now create more relevant ad experiences with custom product pages and tap into new ad placements introduced by Apple in late 2022.”

In other words, Apple Search Ads is an adtech titan for mobile app install campaigns.

Most ad networks don’t access Apple Search Ads inventory, of course, but two major campaign management partners for the platform include SearchAds.com (by MobileAction) and SplitMetrics. If this space continues to grow and we see more campaign management partners for Apple Search Ads in the future, we’ll likely start reporting on their capabilities as well.


iOS spend recovery (and more!) over 2022

As many including Singular noted in 2021, ad spend on iOS dropped significantly in the last half to third of the year as advertisers lost signal to ATT. In 2022, however, we’ve seen that spend return … and then some.

Apple Search Ads is now the second-biggest ad partner by spend on iOS for Singular customers

Written by John Koetsier

Besides Apple Search Ads, there’s almost no compareble competitor to Meta on iOS

TikTok comes of age

It’s no surprise to anyone that TikTok has been exploding. The short video entertainment app once again led the world in app downloads with a staggering 672 million in 2022.  

But what we saw over the course of 2022 was the maturation of ad tools and tech that TikTok For Business has been adding over the past few years. From the iOS data in the 2023 ROI Index we can see that TikTok For Business isn’t just demanding a seat at the table. It’s right near the head.

Big is nice.

Quality is nice.

Big with quality is a scalable ad partner for even the biggest app publishers.

But you know what’s even more impressive? Against all my expectations, TikTok For Business showed significant balance between positive ROI for gaming app ads and non-gaming verticals. I expected e-commerce, retail, and on-demand. I didn’t expect the gaming numbers to be so high … but they were.


Moloco. Moloco? Moloco!

We kinda know the deal in the Singular ROI Index by now, right? Google and Meta run away with top honors in everything, the big ad networks, platforms, and adtech conglomerates hoover up most of the extra places, and a few newbies sneak in around the edges.

Except when they blow the doors open and put on a light show.

Moloco ranks in all 3 categories on iOS and — just so you know — not in the bottom half. The DSP’s growth over time is impressive, delivering on machine learning solutions that automate campaign optimizations, scale performance, and adapt to the changing programmatic landscape.


Unity does something interesting

When you think Unity, you think games, right?

I mean, clearly, the company is about more than games. But when you’re the foundational software for half of all mobile games on the planet … you’re about games.

But in the 2023 Singular ROI Index, Unity Ads actually ranked higher in non-gaming app categories than in gaming. There’s certainly multiple things going on here, but one of them is the fruit of a years-long focus on inviting non-gaming advertisers to command the attention of gamers: a massive and much more diverse audience than we once supposed.

And in gaming? I’m willing to bet that Unity figures out how to use its platform to provide a privacy-safe and compliant way of identifying and targeting high-value users, and show them ads at opportune times. The addition of ironSource for a full year, with at least some of the integration challenges behind them, should help.

The benefit here for games even if that doesn’t happen? You’re not fueling your competition by driving momentary monetization at the cost of future retention.

The algorithms that drive your success are powerful but opaque

Savvy UA managers dip their toes into the waters with other partners like these where sometimes you’ll have a pricing advantage, sometimes you’ll be able to access additional audiences, and generally you’ll get more insight into what’s working — or not— and why.


And one not so secret competitor: ironSource

As one of the new “titans of adtech” (see more below) ironSource was impressive for the breadth of the solutions it provides even before the merger/acquisition by Unity. 87% of the top 100 mobile games use various parts of the ironSource platform, which is impressive. As the company starts to get significantly integrated into the Unity suite of tools, there’s the potential for much, much more.

Unity isn’t just in 87% of the top 100 games: its tools help build half of all mobile games.

One of those sets of tools is Unity Gaming Services, including monetization. You have to think that over time, the integration of ironSource’s mediation, LevelPlay, and automation capabilities will accelerate Unity’s growth in the middle part of its Create, Operate, and Strategic Partnerships business segmentation.

ironSource already has a global presence, being top 10 in every geo we track for both ROI and retention, and is tied for seventh place among all ad partners for number of rankings in all the top lists in the Singular ROI Index. Fully integrated with Unity, there’s potential for much more, especially considering that gaming is already one of ironSource’s strengths.


Changing landscape: new titans of adtech

Over the past few years we have seen the emergence of what I call the new “titans of adtech”. Primarily these are companies like ironSource/Unity, AppLovin, Liftoff, and InMobi that have been active on the acquisition market and built massive conglomerations of capability over 2020, 2021, and 2022.

This includes technology for:
    ⏵ Ad networks (SSP, DSP, retargeting, on-device preloaded)
    ⏵ Ad exchanges
    ⏵ Mediation
    ⏵ Agency and/or creative support
    ⏵ Live ops
    ⏵ Analytics & optimization tools

At the risk of stating the obvious, what we haven’t seen proven yet is whether these titans can dethrone the true giants, Google and Facebook, or steal significant amounts of market share from them in the foreseeable future.

We’ve seen strong performance from many of them, but the power of owning both the supply and demand side — as major platforms like Google, Facebook, TikTok For Business, Snapchat, Twitter, and Reddit do — is still a significant first-party-data advantage. In fact, you can add Apple Search Ads to the list of platforms that own both their supply (people who view ads) and demand (on-platform purchasing of advertising products). A new factor is the massive emergence of retail media, which Kate Scott-Dawkins, Global Director of Business Intelligence at GroupM, estimates at $111 billion of ad revenue for 2023, not even including service providers such as Uber and DoorDash or any of the travel booking sites. Add it up, and there’s a lot of supply that is locked up in platforms.

In response to much of this, adtech companies have grown bigger to compete and provide more of a holistic one-stop-shop solution, and in some cases — such as AppLovin — have bought at least some of their own supply in the form of games.

But the road has been tough.

Where I see greater opportunity in the coming year is for the new titans of adtech to provide a bigger part of the adtech solution via even more aggressive aggregation. For marketers, working individually with literally dozens of major platforms and hundreds of retail media partners and dozens of new CTV options is extremely challenging, which is exactly why DSPs, SSPs, and exchanges have been created. Consolidating purchasing via supply platforms that simplify access to these major existing and emerging providers — including on the retail media side — as well as the millions of apps and sites in the long tail of publishing would be compelling, if the major platforms and retail media companies get on board.

Who will and who won’t, of course, will be an interesting power play over the next few years, pitting the value of owning the customer relationship against accessing more demand and selling out all of your inventory. (Netflix, I’m talking to you!)

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Big picture: business as usual away from ATT

Privacy Sandbox for Android is coming and will likely impact the Android side of the mobile advertising ecosystem in 2024, but for now, all systems are go, GAIDs (Google Ad IDs) are by-and-large completely available, and it’s all business as usual.

What does that mean for results?

Google and Facebook account for a massive share of the market.

There’s no equivalent of Apple Search Ads on the Android side (well, unless you’re looking at Google) to threaten the giants. The biggest competitors, the AppLovins, ironSources, TikToks and Molocos of the Android mobile user acquisition market are fractions of their size. Collectively, they’re critical, and individually, they present significant competition for Facebook and Google.

But they haven’t achieved anywhere near the giants’ market share.

2023 is the year for testing, testing, testing!

Make the right optimizations with insights on marketing data collected from any source, including ad networks and attribution providers. 

Grow acquisition diversity

And finally, paid marketing is a critical part of scaling, but it should not be the only way you grow.

Organic marketing, wholesale acquisition by acquiring competitors or small publishers, and adding farming to your hunting via a renewed emphasis on cross-promotion inside your publisher ecosystem and outside via complementary partnerships are all critical. Not to mention enhanced efforts on onboarding, retention, and customer lifecycle marketing: once you have users or players or customers, maximize their value over time.


Measure what the platforms enable

IDFA is largely gone, but Apple has provided SKAdNetwork. While it had its challenges in early iterations and version 3 wasn’t useful for many people who couldn’t supplement the data it provided with modeled insights, SKAN 4 is getting closer to what marketers need.

Getting expert at using SKAdNetwork will be critical for marketers who rely on iOS for a large portion of their impact and revenue, and Singular can help you do exactly that. At the same time, be ready for Android to follow a similar path. As with iOS, those brands that jump on the bandwagon early to try, test, fail, and improve will reap the lion’s share of the early rewards.

Getting expert at using SKAdNetwork will be critical for marketers who rely on iOS for a large portion of their impact and revenue