What was expected to happen has finally happened, and Google has officially announced that Privacy Sandbox is coming to Android as well...
What was expected to happen has finally happened, and Google has officially announced that Privacy Sandbox is coming to Android as well as Chrome.
In its announcement, Google tries to differentiate itself from Apple's approach (without outright calling them out) by saying that this change will happen as part of a multi-year initiative and that "other platforms have taken a different approach (...) bluntly restricting existing technologies".
So what does this mean? The original post isn't too specific on details, but we know a few things for (almost) sure:
Overall we agree with Google on two fronts:
In its introductory documentation for Developers we get a bit more detail on how these technologies work. What we don't know yet is whether Google will (or, like Apple, won't) allow developers to use first party user IDs to optimize ads within their own worlds. Good news is that these haven't been ruled out, and if Google were to follow its own lead from Chrome and Ad Manager then they would support them.
If this means that many companies that today game app developers and abuse user privacy go extinct, we welcome it. At Retargetly we have been working on solutions for a first party user ID world for almost two years now, and we believe that IDx is the perfect solution for app developers to adopt and complement the Advertising APIs that Android will be offering.
As a summary of what we believe this means for everyone that today relies on Android apps as their primary way to collect and harness user data:
All of these impacts we will see in some time, and aren't short term concerns as of right now. We will continue to monitor the announcements though, and summarize what that means.
Just like with the Chrome announcement, we have a good amount of time to prepare and understand what the new rules of the game mean. As the leaders in ad identity and audience management in LATAM, we are confident that the market will continue to adopt more and more data-driven technologies and solutions. These advances can only be achieved in a way that respects user privacy, and local regulations.
We look forward to bringing IDx to Android, and working with partners and advertisers across LATAM to make a privacy-first advertising ecosystem a reality.
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