Google Privacy Sandbox update is a big deal for people who market apps. It’s all about giving users more privacy, which means changing how marketers collect and use data.
Here’s what we know for now in summary:
- Goodbye, GAID: Google is getting rid of the Android Advertising ID (GAID). This ID is used to help marketers see how users interact with their ads and apps. Without it, it will be trickier for marketers to figure out who’s interested in what.
- New Tools on the Block: Google’s bringing new tools like the Attribution API and FLEDGE in the Privacy Sandbox. The Attribution API helps marketers understand how well their ads are doing, but in a way that keeps user data more private. FLEDGE is about managing who sees which ads, but it does this right on the user’s device, so personal data doesn’t leave their phone.
- Topics API – A New Way to Target Ads: There’s also the Topics API. It sorts web pages into different interest categories, so marketers can still show relevant ads without knowing too much about you.
- The Challenge: With these changes, marketers won’t know as much about user behavior as before. They’ll have to find new ways to determine what users like without crossing privacy lines.
Google Sandbox: Preparing for Change
Marketers need to start getting ready for a world where they can’t rely on user IDs. This means working with partners who know the ropes of these new privacy-safe tools and updating their apps to follow Google’s rules on user data and privacy.
In short, Google’s Privacy Sandbox is making the app marketing world rethink how they do things. It’s all about balancing effective Google advertising with respecting user privacy. It may be a headache for marketers at first, but it’s a step towards a more privacy-focused digital world.
What Marketers Need to Know About Privacy Sandbox
Google’s Privacy Sandbox is shaking things up in the digital marketing world. It’s a big deal because it’s changing how we handle online user data, focusing more on privacy while still trying to keep digital ads effective.
The big change? It’s phasing out third-party cookies, which are important for digital advertising. This means marketers must rethink their strategies, which rely greatly on user data.
With Privacy Sandbox, new tools like the Federated Learning of Cohorts (FLoC) aim to keep ads relevant without tracking individual users. Marketers need to shift towards using first-party data and think about contextual advertising.
It’s not just about following rules; it’s a chance to get creative and connect with audiences in a way that respects their privacy.
Industry Leader’s Thoughts and Predictions
We’ve gathered many industry leader’s thoughts and predictions on the upcoming changes. You can find insights from AppsFlyer, Adjust, Adapty, Singular, and more. See the below.
Roy Yanay – VP of Measurement at AppsFlyer
If there’s one thing that we, as an industry, learned from iOS and ATT, is that it’s better to test and build a solution while GAID is still accessible. Although Google did not say GAID is to be deprecated, it is our estimation that, similarly to the deprecation of 3rd party cookies on the web, GAID will follow on mobile. We are actively testing and building solutions around Sandbox, and we call for the rest of the industry, which includes advertisers, publishers, and ad networks, to follow. Being ready in time will have a huge impact for years to follow.
Ekin Gür Sönmez – App Marketing Manager at REPLUG
It’s happening once more, but now we’re better equipped and have gleaned valuable lessons from the ATT and IDFA deprecation. The move by Google towards a privacy-focused approach was anticipated for a while, echoing Apple’s initiatives. While it hasn’t been fully implemented yet, indications suggest that the impact may not be as big as Apple’s. One thing is clear – PREPARE well in advance. If you haven’t already, start formulating your strategy now.
Omri Gal – Head of Privacy at Singular
Initially, we focused our efforts on the Attribution Reporting API and invested a lot of resources into understanding how reporting will work. But once we saw a successful end-to-end with Google Ads and had beta clients like Gameloft lined up for further testing, we started tackling Protected Audiences. Internal end-to-end testing is done, and we’re actively working with partners to standardize workflows and data transmission to make everything just work for marketers and ad networks. We’re excited to see the increased interest on the partner front and can’t wait to see the insights from early testing and collaborations.
George Natsvlishvili – App Growth Consultant
The ongoing transformation in digital advertising, driven by initiatives like the Google Privacy Sandbox, has significant implications for the mobile app industry. Advertisers face challenges with App Tracking Transparency (ATT) and the broader trend towards increased user privacy, especially notable in iOS 14 changes. Navigating potential mobile web tracking challenges and a shift towards first-party data is crucial. Privacy-focused SDKs, contextual advertising, and adapting in-app analytics are essential strategies. Priorities include user-friendly consent interfaces, adaptation to platform-specific changes, and enhanced app privacy features. In this evolving environment, a holistic approach to cross-platform considerations is key for maintaining effective campaigns and user trust. Staying informed and adaptable is critical as the digital advertising landscape continues to evolve.
Sergey Zubkov – Marketing Manager at Adapty
From the looks of it, phasing out GAID is going to be Google’s version of Apple’s IDFA situation, but perhaps on a smaller scale. Since the Privacy Sandbox is designed to be used for both Chrome browser and Android, it raises clear concerns about Google limiting attribution possibilities for marketers working with mobile apps. It’s admirable that they bring in new instruments for targeting and user acquisition, but currently, they look like half measures. As in the case of IDFA, it may be best to pay more attention to retaining current users and improving the purchase and renewal rates rather than counting on acquiring many new users. In addition, one can use alternative services that track all subscription events between users and the Play Store, which allows for proper user segmentation. Such an approach may be a decent alternative for revenue growth when precise attribution is out of the picture.
Kelsey Lee – Product Marketing Manager at Singular
In our last webinar with Google and Gameloft on Android Privacy Sandbox, 68% of our webinar attendees reported that they were very concerned about APS. But when we speak to our clients, the feedback is that most aren’t actively ready to dive into APS and do the learning and testing yet. Our hunch is that we won’t see that shift in prioritization until Google makes an announcement. Especially with SKAN 4’s slow adoption) we’re just starting to see an adoption uptick from larger network players). I think marketers will hold off on APS until they are really forced to.
How Google Privacy Sandbox Will Shape the Future
The Privacy Sandbox is set to make some big waves in digital advertising. As people become more concerned about their privacy, how ads are targeted and measured is getting a total makeover. Privacy Sandbox is leading this change with new tools that balance user privacy with effective advertising.
Advertisers won’t have the same detailed tracking data with third-party cookies going away. They’ll need to lean on broader, anonymous data and focus more on the context of ads. This could lead to more creative ad strategies that put privacy first.
Measuring how well ads do will change, too. Privacy Sandbox is developing new ways to determine whether ads work without getting too personal with user data. Marketers will have to get on board with these new methods, which might give a better overall picture of how ads perform across different channels.
So, Privacy Sandbox isn’t just a hurdle; it’s a chance to be at the forefront of a new, privacy-first approach to marketing. Staying ahead in this changing environment means embracing these new ideas.
Adapt to Google’s Privacy Sandbox with REPLUG. Find expert guidance for your app’s success in a privacy-first world. Get in touch with us today.