By Marcin Kumiega
Apple’s relentless pursuit of user privacy has dramatically reshaped mobile marketing—especially for gambling apps. The rollout of App Tracking Transparency (ATT) and the limitations of SKAdNetwork (SKAN) have dismantled the old way of doing things, stripping marketers of the granular performance data they once relied on. For gambling operators and affiliate marketers alike, these changes have created a high-stakes challenge: how do you continue scaling while flying blind?
The IDFA Fallout
With ATT, iOS apps now need user consent to access the Identifier for Advertisers (IDFA). Unsurprisingly, most users have opted out. That means only about 20% of iOS users remain trackable through this once-crucial tool. For gambling apps, where campaigns are finely tuned based on user behavior and LTV projections, this shift has made it harder to allocate budget effectively or prove ROI.
SKAdNetwork Isn’t Enough
Apple’s SKAdNetwork (SKAN) framework was meant to offer an alternative, but its limitations are glaring:
- It provides only aggregated campaign-level data.
- There are severe restrictions on post-install event tracking due to conversion value limits.
- There’s a significant lag in receiving data, killing the ability to optimize in real-time.
- It doesn’t support web-to-app attribution, cutting off a huge part of the funnel.
SKAN has become more of a patch than a solution—usable, but far from ideal.
New Rules, New Playbook
The smartest marketers are responding by evolving their approach:
- First-party data is now king. Building direct relationships through email, SMS, and in-app engagement is critical.
- Contextual targeting has replaced behavioral targeting in many campaigns.
- Probabilistic modeling is helping marketers infer performance without violating privacy laws.
- And many are diversifying traffic with influencer marketing, podcasts, and even out-of-home media to get around platform constraints.
But all of these tactics come with one major need: unified, transparent, privacy-compliant tracking.
Voluum: Built for the Post-IDFA Era
This is where Voluum comes in. Voluum offers a robust, privacy-first performance tracking platform that allows you to attribute conversions across multiple channels—even in a cookieless and IDFA-light environment. With 10+ years on the market, Voluum provides impeccable technology for all advertising professionals. Whether you’re managing influencer traffic, scaling across mobile ad networks, or balancing contextual with probabilistic data, Voluum enables you to track, optimize, and automate all your campaigns for maximum results.
Ready to regain control of your mobile campaigns?
Click here to see how Voluum can help gambling app marketers navigate the new era of attribution.
