With the introduction of iOS 14.5 and the widespread adoption of SKAdNetwork (SKAN), Apple also introduced a creative rendering format called SKOverlay (Apple’s developer guide). SKOverlay has gained widespread adoption across iOS marketers since it displays rich, interactive ads accompanied by a banner-sized overlay. From this overlay, users are able to install the advertised app in the background without navigating to the App Store to install. 

Moloco is pleased to announce that SKOverlay is now available to all advertisers. Key advertiser benefits include: 
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1. Improved user experience: By displaying the ad directly within the app, SKOverlay eliminates the need for users to navigate away from their current screen. This not only streamlines the app installation process, but also reduces the likelihood of users abandoning the installation due to the extra steps and being redirected to the App Store.
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2. SKAN measurement benefits: Due to the seamless user experience & benefits of SKOverlay being a StoreKit rendered ad (Apple developer guide), SKAN conversion rates can improve by up to 30% (please note this is based on internal experiments and actual uplift will vary by advertiser). 

SKOverlay is a well-established and widely adopted creative rendering innovation offering significant benefits to users and marketers. By improving user experience, streamlining the app installation process, and becoming the new standard creative rendering technique for SKAN measurement, SKOverlay is a valuable tool for any app marketer looking to drive iOS engagement and growth. For more information on SKOverlay, please visit our Help Center or contact your Moloco representative. 

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