iOS 15: Announcing AppsFlyer’s solution for Private Relay

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During WWDC 21, Apple announced Private Relay, a new internet privacy service for Safari browser users on iOS 15. Private Relay is a service designed to mask a user’s IP address on their device and keep it private. With the launch of iOS 15, it was offered as a beta feature – disabled by default – for iCloud Plus, Apple’s upgraded iCloud subscription service.

Private Relay can impact deferred deep linking and attribution since both capabilities rely on the IP address to redirect a user to a desired page or content and to measure performance. Consequently, without a proper solution, iOS 15 users who have an iCloud Plus account, use Safari as their browser, and choose to activate this beta service will no longer be deferred deep linked due to the lack of an IP address. Instead, they will be taken to the app’s default page, and app owners won’t get attribution data for this event.

Despite the fact that only a small cohort may be impacted by the initial release of Private Relay, the trend towards increasing privacy is clear. That is why we are excited to announce AppsFlyer’s solution for Private Relay, which enables Private Relay users to enjoy deferred deep linking.  

Privacy is key to customer experience, not an obstacle

We believe good customer experience should include four elements. It should be contextual, personal, smooth, and private. Since privacy is all about the freedom to choose which personal data is shared and which isn’t, we have created a framework for those users who prefer to keep their IP addresses to themselves. 

This framework is based on Apple’s App Clips, allowing advertisers to provide truly private, yet contextual customer experiences for Private Relay users. Unlike other solutions offered in the market, AppsFlyer’s framework provides bulletproof privacy by eliminating any possibility for privacy breaches, a fully customizable, yet familiar user experience, and unmatchable deterministic attribution.  

What are App Clips?

If you already know the answer, you can jump straight to the next section, but if you don’t, here is a brief overview: In 2020, together with the GA of iOS 14, Apple released App Clips, which are a small, fast, and lightweight part of your app that allows users to enjoy one of your app’s main offeringS without the need to download the full app.

App Clips are an excellent opportunity for brands to let users experience their apps with minimal commitment while increasing their likelihood to convert and/or download the full app. This is a perfect example of “Show, don’t tell”. You can learn more about this feature in our App Clips guide for developers. 

AppsFlyer’s solution for Private Relay 

Our solution is an off-the-shelf App Clip framework enhanced by two embedded AppsFlyer technologies:

  • Attribution