How Should Advertisers Optimize Campaigns for SKAN 4.0?

Thursday, August 10, 2023


Apple’s recent announcement at WWDC strongly suggests they will move to enforcing a ban of probabilistic attribution, meaning all advertisers will be forced to adopt SKAN for attribution to get insights on campaign performance. Whilst there has been lots of discussion about conversion value configuration uptake on SKAN 4.0 has been very slow and there’s been very little discussion or insights from ad networks on how they will use SKAN 4.0 to optimize campaigns. Today we welcome Dataseat, CEO David Phillipson to shed some light on challenges and opportunities for advertisers and their network partner driving performance with SKAN measurement.

In this webinar, you’ll learn:

  • SKAN 4.0 incremental features
  • Best practice for fine grained & coarse grained conversion value
  • Deep dive into source identifiers and how they can be used to drive performance
  • Educated guesses on changes in Apple’s “spring” of 2024 



David Philippson

Co-Founder CEO, Dataseat (now part of Verve Group)

David is a mobile Adtech veteran and entrepreneur having founded and sold one of the first App attribution businesses or MMPs (AdX tracking) to Criteo in 2013. David went on to complete his 3 year earn out with Criteo where he was Managing Director of mobile solutions. Following Criteo David became an investor and Advisor to many Adtech startups including: Luna labs which was acquired by Iron Source and Ad-lib acquired by smartly. In 2019 David started DataSeat which is a transparent contextual in-App DSP that drives performance for App marketers without any reliance on Device IDs. In July 2022 Dataseat was Acquired by Verve Group.

Adam Landis

Head of Growth, Branch

Adam Landis is the Founder & CEO of AdLibertas, a mobile app data platform purchased by Branch late last year. At Branch he serves as Head of Growth, where his deep experience in mobile advertising and data help us innovate our measurement products to help our customers measure marketing performance in an increasingly difficult ecosystem.