{"id":3133,"date":"2025-04-05T06:26:56","date_gmt":"2025-04-05T06:26:56","guid":{"rendered":"https:\/\/arpubrothers.pl\/blog\/?p=3133"},"modified":"2025-04-05T07:26:26","modified_gmt":"2025-04-05T07:26:26","slug":"apple-search-ads-skadnetwork","status":"publish","type":"post","link":"https:\/\/arpubrothers.pl\/blog\/apple-search-ads-skadnetwork\/","title":{"rendered":"Apple Search Ads w SKAN od 10 kwietnia"},"content":{"rendered":"<p>To istotna zmiana dla ca\u0142ej bran\u017cy reklamy mobilnej. Prawie sze\u015b\u0107 lat po wprowadzeniu SKAdNetwork, Apple og\u0142osi\u0142o, \u017ce od <strong>10 kwietnia 2025 roku<\/strong> Apple Search Ads (ASA) zacznie wspiera\u0107 ten system atrybucji skoncentrowany na prywatno\u015bci u\u017cytkownik\u00f3w. Apple dostosowuje swoj\u0105 w\u0142asn\u0105 sie\u0107 reklamow\u0105 do tych samych standard\u00f3w SKAdNetwork, kt\u00f3re od lat obowi\u0105zuj\u0105 zewn\u0119trzne sieci reklamowe. Ten krok nie tylko potwierdza zaanga\u017cowanie Apple w ochron\u0119 prywatno\u015bci, ale tak\u017ce wyr\u00f3wnuje zasady gry, zapewniaj\u0105c bardziej sp\u00f3jne podej\u015bcie do atrybucji reklam w ca\u0142ym ekosystemie iOS.<\/p>\n<h3><a id=\"post-3133-_nf97xhbcqk4g\"><\/a><strong>Do tej pory \u2013 osobne \u015bwiaty<\/strong><\/h3>\n<p>Apple Search Ads, jako wewn\u0119trzna us\u0142uga Apple, korzysta\u0142o wy\u0142\u0105cznie z API AdServices (dawniej Apple Ads Attribution API), kt\u00f3re zapewnia\u0142o deterministyczn\u0105 atrybucj\u0119 o wysokiej precyzji \u2013 niezale\u017cnie od zgody ATT czy dost\u0119pno\u015bci IDFA. Natomiast wszystkie inne sieci reklamowe musia\u0142y mierzy\u0107 skuteczno\u015b\u0107 kampanii z wykorzystaniem SKAdNetwork.<\/p>\n<p>Zmiana podej\u015bcia Apple oznacza, \u017ce r\u00f3wnie\u017c Apple zaczyna gra\u0107 wed\u0142ug w\u0142asnych zasad, kt\u00f3re wcze\u015bniej narzuci\u0142o innym. Dla reklamodawc\u00f3w to prze\u0142om \u2013 w ko\u0144cu b\u0119dzie mo\u017cna por\u00f3wnywa\u0107 skuteczno\u015b\u0107 ASA z innymi kana\u0142ami w ramach jednego, zunifikowanego modelu.<\/p>\n<figure id=\"attachment_3134\" aria-describedby=\"caption-attachment-3134\" style=\"width: 1306px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-3134\" src=\"https:\/\/arpubrothers.pl\/blog\/wp-content\/uploads\/2025\/04\/word-image-3133-1.png\" alt=\"\" width=\"1306\" height=\"800\" srcset=\"https:\/\/arpubrothers.pl\/blog\/wp-content\/uploads\/2025\/04\/word-image-3133-1.png 1306w, https:\/\/arpubrothers.pl\/blog\/wp-content\/uploads\/2025\/04\/word-image-3133-1-300x184.png 300w, https:\/\/arpubrothers.pl\/blog\/wp-content\/uploads\/2025\/04\/word-image-3133-1-1024x627.png 1024w, https:\/\/arpubrothers.pl\/blog\/wp-content\/uploads\/2025\/04\/word-image-3133-1-768x470.png 768w, https:\/\/arpubrothers.pl\/blog\/wp-content\/uploads\/2025\/04\/word-image-3133-1-1240x760.png 1240w, https:\/\/arpubrothers.pl\/blog\/wp-content\/uploads\/2025\/04\/word-image-3133-1-860x527.png 860w, https:\/\/arpubrothers.pl\/blog\/wp-content\/uploads\/2025\/04\/word-image-3133-1-680x417.png 680w, https:\/\/arpubrothers.pl\/blog\/wp-content\/uploads\/2025\/04\/word-image-3133-1-500x306.png 500w, https:\/\/arpubrothers.pl\/blog\/wp-content\/uploads\/2025\/04\/word-image-3133-1-400x245.png 400w, https:\/\/arpubrothers.pl\/blog\/wp-content\/uploads\/2025\/04\/word-image-3133-1-250x153.png 250w, https:\/\/arpubrothers.pl\/blog\/wp-content\/uploads\/2025\/04\/word-image-3133-1-200x123.png 200w, https:\/\/arpubrothers.pl\/blog\/wp-content\/uploads\/2025\/04\/word-image-3133-1-100x61.png 100w, https:\/\/arpubrothers.pl\/blog\/wp-content\/uploads\/2025\/04\/word-image-3133-1-76x47.png 76w, https:\/\/arpubrothers.pl\/blog\/wp-content\/uploads\/2025\/04\/word-image-3133-1-50x31.png 50w\" sizes=\"auto, (max-width: 1306px) 100vw, 1306px\" \/><figcaption id=\"caption-attachment-3134\" class=\"wp-caption-text\">Source: Apple.com<\/figcaption><\/figure>\n<h3><a id=\"post-3133-_4anyemf2kiec\"><\/a><strong>Co konkretnie si\u0119 zmienia?<\/strong><\/h3>\n<ul>\n<li>Apple Search Ads zostanie zarejestrowane w SKAN \u2013 pocz\u0105tkowo z obs\u0142ug\u0105 wersji 1, 2 i 3.<\/li>\n<li>Dost\u0119pna b\u0119dzie tylko atrybucja typu click-through (klikni\u0119cie \u2192 instalacja).<\/li>\n<li>Nie dojdzie do wy\u0142\u0105czenia API AdServices \u2013 b\u0119dzie ono dzia\u0142a\u0107 r\u00f3wnolegle, zapewniaj\u0105c dodatkowy poziom danych (np. na poziomie s\u0142\u00f3w kluczowych i kampanii).<\/li>\n<li>Cztery placementy ASA b\u0119d\u0105 mapowane do okre\u015blonych ID kampanii w SKAN:\n<ul>\n<li>Wyniki wyszukiwania \u2013 ID: 10<\/li>\n<li>Zak\u0142adka wyszukiwania \u2013 ID: 20<\/li>\n<li>Zak\u0142adka \u201eDzi\u015b\u201d \u2013 ID: 30<\/li>\n<li>Strona produktu \u2013 ID: 40<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h3><a id=\"post-3133-_tee9sw3estbv\"><\/a><strong>Czy to presja regulacyjna?<\/strong><\/h3>\n<p>Zmiana ta nie nast\u0119puje w pr\u00f3\u017cni. W ostatnich miesi\u0105cach Apple zosta\u0142o ukarane grzywn\u0105 w wysoko\u015bci 150+ milion\u00f3w euro przez regulatora we Francji, a tak\u017ce znalaz\u0142o si\u0119 pod lup\u0105 niemieckiego urz\u0119du ds. konkurencji. W obu przypadkach podnoszono, \u017ce zasady App Tracking Transparency faworyzuj\u0105 Apple kosztem zewn\u0119trznych deweloper\u00f3w i sieci reklamowych. Mo\u017cliwe, \u017ce w\u0142a\u015bnie te naciski przyspieszy\u0142y decyzj\u0119 o integracji ASA z AdAttributionKit.<\/p>\n<h3><a id=\"post-3133-_juoy19xtlbah\"><\/a><strong>A co z przysz\u0142o\u015bci\u0105?<\/strong><\/h3>\n<p>Cho\u0107 na start obs\u0142ugiwane b\u0119d\u0105 jedynie wersje SKAN 1\u20133, Apple zapowiada dodanie wsparcia dla nowszych wersji (SKAN 4 \/ pe\u0142ne AAK) w kolejnych etapach. Obecnie SKAN odpowiada za a\u017c <strong>77% wszystkich konwersji z polece\u0144 do App Store<\/strong>, a wi\u0119c staje si\u0119 fundamentem atrybucji w iOS.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>To istotna zmiana dla ca\u0142ej bran\u017cy reklamy mobilnej. Prawie sze\u015b\u0107 lat po wprowadzeniu SKAdNetwork, Apple og\u0142osi\u0142o, \u017ce od 10 kwietnia 2025 roku Apple Search Ads (ASA) zacznie wspiera\u0107 ten system atrybucji skoncentrowany na prywatno\u015bci u\u017cytkownik\u00f3w. Apple dostosowuje swoj\u0105 w\u0142asn\u0105 sie\u0107 reklamow\u0105 do tych samych standard\u00f3w SKAdNetwork, kt\u00f3re od lat obowi\u0105zuj\u0105 zewn\u0119trzne sieci reklamowe. Ten krok [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":3135,"comment_status":"closed","ping_status":"open","sticky":true,"template":"","format":"standard","meta":{"_lmt_disableupdate":"no","_lmt_disable":"","footnotes":""},"categories":[257],"tags":[194,47,191],"class_list":["post-3133","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-apple-search-ads","tag-atrybucja-konwersji","tag-skadnetwork"],"featured_image_src":"https:\/\/arpubrothers.pl\/blog\/wp-content\/uploads\/2025\/04\/apple_skadnetwork.jpeg","author_info":{"display_name":"Piotr P\u0142achta","author_link":"https:\/\/arpubrothers.pl\/blog\/author\/admin\/"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Apple Search Ads w SKAdNetwork od 10 kwietnia<\/title>\n<meta name=\"description\" content=\"Apple Search Ads, jako wewn\u0119trzna us\u0142uga Apple, 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