Apple's WWDC22

June 23, 2022

Apple’s annual Worldwide Developers Conference, held in early June, announced exciting improvements to the tech world, such as the brand new M2 processing chip and the introduction of widgets to the iPhone’s lock screen with iOS 16. In addition to these broad advancements, Apple made some developments that could be useful to marketers. Here are some of our favorites:

SKAdNetwork 4.0

Apple’s SKAdNetwork was implemented back in 2018 with the intention of collecting accurate attribution data for advertisers while maintaining users’ privacy. SKAdNetwork 4.0 expands a user’s Source ID (formerly Campaign ID) to four digits, which is an increase from the previous two digits. In this format, the last two digits identify the campaign used, the last three digits express the location, and all four digits represent the placement. Additionally, Apple has increased the number of postbacks sent to developers. The three different postbacks will be sent anywhere from 0-2 days for the first one, 3-7 days for the second, and 8-35 days for the final one. Perhaps the most important update in SKAdNetwork 4.0 is the ability to obtain data from Web-to-App attributions. This also includes a track that passes through the AppStore. 


SharePlay Ads

During WWDC22, Apple announced that it will be granting content creators control over SharePlay playback settings. When content on the internet is shared on FaceTime via SharePlay, viewers may not be presented with the same ad, in fact, some may not even be presented with an ad at all. This creates an issue with syncing video for each user in real time. Creators will have two options to select from to sync up users’ videos after they are done viewing their preselected advertisement. The first option is to have one user wait until their counterpart is finished viewing their ad. The second is to allow the user who has finished viewing the ad first to continue watching the content and the other user will catch up to the first user's place, thus missing some content that the first user was able to view.


Continuity Camera

Apple introduced the Continuity Camera to bring a higher quality camera to the MacBook. The Continuity Camera works by connecting the user’s iOS 16 compatible iPhone to their MacOS 13 compatible MacBook via Bluetooth or with a USB cord. The MacBook will then begin using the iPhone’s camera to record with the back camera. This will allow higher quality recording for developing content or for business meetings.


Some of these updates may not be available for a few months as Apple continues to redevelop software. However, in the meantime Apple has posted videos giving background information and consolidated tutorials for each of their new features that appeared in WWDC22. You can find these videos here!

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