This gives them access to device data, allowing them to perform fingerprinting. As such, they have the same permission levels as the host app and run in the same environment. The thing is, SDK Runtime will likely put an end to a big attribution method – fingerprinting.Īt the moment, SDKs from different ad networks and measurement partners are integrated into every app’s code. Out of all Privacy Sandbox proposals, this is probably the most innovative one. The result? Privacy-safe retargeting made possible.įinally, attribution reporting will enable campaign performance measurement without using user-level data. These audiences will be formed by how users interacted with the developers’ apps and games, with the information stored locally. With FLEDGE, app developers will be able to define custom audiences they want to show ads to. This information will be stored on the users’ devices only, making it completely privacy-compliant. Based on common interests, users will be put in groups with other users. Topics will work as a method of targeting users based on how they interact with other apps. This set is made out of three critical parts: To make advertising without cross-app identifiers possible, Google proposes using a set of APIs. With this system in place, app advertisers should still be able to acquire quality users for their apps and measure ad performance, but with limited covert tracking.įrom a technical standpoint, this will be achieved with a combination of two things – a set of privacy-preserving APIs and an SDK runtime. To achieve this, Google has announced three important proposals: Just like its Chrome version, Android’s Privacy Sandbox is created to protect user privacy, but also the advertising ecosystem. The main changes with the Privacy Sandbox In the long run, the main goal of the Privacy Sandbox is to develop technologies that don’t rely on any cross-app identifiers, including GAID. During this period, Google plans on developing and testing its privacy solution for Android. The loss of GAID will be a huge hit for mobile marketers.Īccording to Google’s announcement, GAID is not going away for at least the next two years. With it, advertisers are able to deliver personalized ads, track user behavior across apps and attribute installs and user actions.
Once it arrives, Google Advertising ID (GAID) will be completely eliminated.Įssentially, GAID is the Android equivalent of web cookies and Apple’s IDFA. This is when Google announced – Privacy Sandbox is coming to the Android ecosystem as well.
Until February 2022, mobile marketers were not particularly familiar with this concept.
This should be made possible by developing new technologies that protect user privacy. It was created with the goal of eliminating third-party cookies while making targeted advertising possible. Privacy Sandbox was initially announced in 2019 as a privacy-focused initiative for the Chrome browser. Google Privacy Sandbox: from Chrome to Android Let’s answer all of these questions and more. Some of them are – what are the main changes? How does Privacy Sandbox compare to Apple’s privacy framework? What does it mean for mobile advertisers? Naturally, mobile marketers have a lot of questions about it. These updates are coming in the form of Privacy Sandbox.
The answer is yes, Google will introduce certain privacy updates on Android. Ever since Apple went all-in on user privacy, app marketers have been wondering – is Google going to follow?