Justin Furstoss

A reattribution window is a set period of time after someone installs an app during which a reinstall (or reopen via an ad) can still be counted as a “new” attributed conversion. Mobile measurement partners (MMPs) focused on install-only reporting typically use reattribution windows to give credit to campaigns driving reengagement via app redownloads.

Apple’s WWDC25 delivered the usual fanfare — Liquid Glass, subtle AI enhancements, new OS naming semantics, and all the polish you’d expect. But underneath the surface-level sparkle, two important updates caught our attention in the attribution space: one that was expected and thoughtfully detailed (AdAttributionKit), and another that was buried in privacy language but potentially seismic (Safari fingerprinting protections).

Apple’s WWDC25 delivered the usual fanfare — Liquid Glass, subtle AI enhancements, new OS naming semantics, and all the polish you’d expect. But underneath the surface-level sparkle, two important updates caught our attention in the attribution space: one that was expected and thoughtfully detailed (AdAttributionKit), and another that was buried in privacy language but potentially seismic (Safari fingerprinting protections).

In the past year alone, the mobile advertising ecosystem has seen seismic shifts in how we attribute and measure conversions. Google’s recent announcement of Integrated Conversion Measurement (ICM) marks another major milestone—and possibly a turning point.