APPLE DISRUPTS DIGITAL ADVERTISING--AGAIN; By limiting information on consumers who download apps, the SKAdNetwork will make it harder for marketers to optimize their ad spend

[...]instead of giving marketers the user IDs of those who downloaded its app, the identity of the device it was downloaded on, and what creative led to that conversion, Apple will now share only whether an ad resulted in a download, plus a few other technical details, but no personally identifiable information. The upcoming change in attribution-identifying a set of user actions that lead to a desired outcome-will make it harder for marketers to optimize their ad spend, determine which creative worked best and identify their customer acquisition costs and user lifetime value. "Unlike Facebook and Google, Apple is not a media company and as such might be more objective regarding attribution," says Jon Bond, entrepreneur and chairman of SITO Mobile Limited, a data location intelligence company.