SDK
Software Development Kit — code integrated into mobile apps for ad tracking, attribution, and in-app event measurement.
What SDK means
A Software Development Kit (SDK) in advertising is a code library integrated into mobile apps to enable ad tracking, event measurement, attribution, and audience building. Major platform SDKs include Meta SDK, Google Firebase SDK, TikTok SDK, and various mobile measurement partner (MMP) SDKs like Adjust, AppsFlyer, and Branch. From a compliance perspective, SDKs collect device-level data and must comply with platform policies (Apple's App Store guidelines, Google Play policies) and privacy regulations. Apple's ATT framework requires apps to request permission before tracking via SDKs, and GDPR requires consent for SDK data collection in the EU. SDK implementation should follow data minimization principles, properly handle consent signals, and be documented in the app's privacy policy. Regular SDK updates are important for both functionality and security compliance.
Related terms
Pixel
A piece of code installed on a website that tracks user actions and sends data back to an ad platform for measurement and optimization.
CAPI
Conversions API — a server-side tracking method that sends conversion data directly from the advertiser's server to the ad platform.
App Tracking Transparency
Apple's iOS framework requiring apps to get explicit user permission before tracking their activity across other apps and websites.
Attribution
The process of determining which ads and touchpoints contributed to a conversion, used for optimizing ad spend allocation.