Self-Attributing Network
Self-attributing networks (SANs) are ad networks that advertise on their own platform, acting as both publishers and networks. Unlike standard ad networks, SANs do not proactively share data with attribution partners. Instead, they wait for the attribution partner to send the advertising ID obtained via an SDK embedded in the client’s app. SANs then confirm whether they have recorded engagements matching that advertising ID. The attribution flow for SANs involves a user seeing the ad, clicking through, downloading the app, and opening it for the first time.