Are organic/earned channels under the scope of Apple's new policy?

No, we believe organic and earned channels are not in scope for Apple's policies against 'tracking'. Apple repeatedly calls out 'ads' (29 different places on the ATT policy page). Non-ad measurement is not mentioned, despite multiple updates since WWDC.

Examples of Organic/Earned Channels:

  • Organic search.
  • Non-paid social media.
  • User-generated content sharing.

Also, it's relevant to note that SKAdNetwork (Apple's alternative attribution framework) only supports paid ads.

It's obviously possible that Apple might make additional policy changes, or update their guidance in future. If so, Branch will adjust as necessary to ensure compliance.


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