Apple seems to be privileging its own ad network with its new privacy guidelines: on January 6, it published documentation for a new attribution API for Apple Search Ads that contains more functional granularity than SKAdNetwork (1/X) 
2/ The new API is called the Apple Ads Attribution API. It "attribute(s) app download campaigns that originate from the App Store, Apple News, or Stocks on iOS devices" developer.apple.com/documentation/…
3/ The payload contains the kind of data an advertiser would use to optimize ad campaign performance: click date for cohorting, creative ID, etc.
4/ I highlight those two parameters specifically because: they are not present for SKAdNetwork, Apple's attribution framework for non-App ad campaigns. Apple is providing much more granular campaign data in postbacks from its own network than for postbacks from other networks
5/ The lack of creative set ID or a click timestamp is *painful* in SKAdNetwork: it prevents advertisers from optimizing ad creative and from even effectively cohorting installs. Apple is giving its own ad network a massive advantage by providing more detailed attribution for it
6/ Just to reiterate: the Apple Ads Attribution API handles attribution for Apple Ads campaigns. Campaigns from other networks are attributed (if the user opted out of ATT) by SKAdNetwork, which sends attribution payloads with a more more limited set of data
7/ In the 4th tweet, "non-App ad campaigns" should read "non-Apple ad campaigns"
8/ Hat tip to Alex Bauer and @Thomasbcn for bringing this to my attention in the MDM Slack
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