Admitad Statement on Apple’s ATT Framework

At Admitad, we applaud Apple’s commitment to strengthening user privacy through the App Tracking Transparency (ATT) framework. However, together with other affiliate industry leaders, we believe that the current implementation lacks the clarity necessary to sustain a healthy and fair affiliate marketing ecosystem.

1. We support Apple’s mission—but seek clarity

We support Apple’s efforts to give users control over their data. That said, the ATT framework’s broad, binary opt-in/out design could unintentionally penalize responsible affiliate publishers who rely on transparent attribution to receive due compensation for their conversions—much like the concerns raised by Awin in their recent statement Awin.

2. Affiliate tracking is distinct from invasive advertising

Admitad does not engage in user profiling or cross-site retargeting. We operate in a data-light, privacy-conscious manner with the singular goal of accurately attributing affiliate conversions. Yet, ATT currently offers no differentiation between necessary affiliate measurement and more invasive tracking. We join other networks in urging Apple to explicitly recognize this distinction.

3. Assurance against unintended penalties

Without clear guidance, app publishers risk App Store penalties simply by enabling compliant affiliate attribution—fear echoed by Awin. We believe Apple must publicly confirm that enabling responsible affiliate tracking (for example, via order confirmations or sale acknowledgments) will not lead to sanctions or removal from the App Store.

4. Call for practical, privacy-safe guidance

Affiliate networks, publishers, and Mobile Measurement Partners (MMPs) have developed technical solutions suitable for ATT-compliant attribution. However, those tools remain underutilized due to the absence of clear parameters. Apple should collaborate with industry stakeholders to produce guiding documentation that preserves both user choice and publisher value.

5. Expectation from users should be honored

When users click on an affiliate offer or cashback opportunity, they reasonably expect to receive the benefit—even under privacy restrictions. Right now, many such expectations go unfulfilled because ATT’s ambiguity disrupts attribution.

Conclusion
Admitad, alongside other dedicated affiliate networks, invites Apple to engage in a constructive dialogue. Together, we can develop a framework that safeguards user privacy while ensuring that publishers and content creators continue to be fairly rewarded for their contributions.