The path to a privacy-first in-app advertising landscape on Android is currently being paved by the Android Privacy Sandbox. But Google’s multi-year plan to develop this new technology requires participation from an array of ad tech partners. That’s why Verve recently held a webinar, Navigating the impact of Android Privacy Sandbox, to discuss the Privacy Sandbox’s current status, testing availability, and strategies for successful adoption. In particular, the experts went into detail about how advertisers can begin getting involved in this unique opportunity to help shape the future of in-app advertising on Android.
Preparation and collaboration
Two years ago, Verve’s Head of Mobile Product, Gaylord Zach, first explained what advertisers need to know about Android Privacy Sandbox, providing a great overview of the different APIs and what implications they will have for the buy-side. Since then, Android Privacy Sandbox has made big strides forward — and although we are still in the testing phase, now is the time for advertisers to start taking action to prepare for implementation.
The thought of new privacy regulations on Android may cause a wave of panic as you recall the tricky rollout of Apple’s ATT framework — but that’s the big difference between the two ways in which each mobile OS has approached user privacy. Unlike Apple, Google is giving all stakeholders plenty of time to prepare and even take part in the development of this new privacy solution. As Gaylord Zach said in the webinar:
“It’s new to everyone. You can’t just google the solution, as many people do on other common issues. We have to form new development cooperations, which, turning this into a positive, is very exciting. Suddenly, we’re working a lot closer to industry partners and working together not at the business level, because there’s no money to be earned, but we’re actually working together at the development level of new solutions.”
– Gaylord Zach, Head of Mobile Product at Verve
Next steps for advertisers
Google has taken a highly-collaborative approach to developing the building blocks that make up Android Privacy Sandbox. Many industry leaders have already been a part of the testing lab for years, and now is the time for advertisers to start getting involved as well.
“The world around us is going to change. The amount and rate of change is going to accelerate. So, I say, don’t fear that change — I say embrace it. Every business has a SWOT analysis. I would put ‘changing privacy landscape’ as an opportunity, not a threat. It is an opportunity if you embrace it, it’s a threat if you ignore it. If you embrace it and invest in it, then you, as an advertiser, can navigate this in a superior way to your competitors.”
– David Philippson, Founder & CEO at Dataseat (Now part of Verve)
In the webinar, each speaker shared their action items for others to embrace this new opportunity and get involved. Here is some of their advice for advertisers to get started:
Read the documentation
Android Privacy Sandbox is highly complex. However, it is also understandable for those that take the time to do their research and read the documentation. Now that this documentation is available in the public domain, the first step for advertisers is to familiarize themselves with the product and the available APIs.
“Fear not. Read the documentation. Listen to the webinars. Become the subject matter expert. Within your own organization, you can then be the champion that’s driving this forward. And this is when challenges and threats become opportunities. And that is when you thrive as opposed to survive.”
– David Philippson, Founder & CEO at Dataseat (Now part of Verve)
Start testing
Getting a diverse mix of advertisers to begin testing Privacy Sandbox for Android is vital for its success, as each vertical has its own unique user cases — and as Roy Yanai says in the webinar, it’s easy for app advertisers to get started:
“It’s incredibly amazing how easy it is at the moment for an advertiser to just start testing. Start testing with us. It’s as simple as installing a new SDK or a new version of the SDK that you already have.”
– Roy Yanai, VP of Product – Measurement at AppsFlyer
Getting involved and actively testing the in-app Privacy Sandbox provides a unique opportunity to drive innovation and help develop new privacy solutions.
Mastering Privacy Sandbox with on-demand resources
The biggest challenge in developing the Privacy Sandbox is comparing its measurement with today’s current measurement standards so that we can bridge any gaps that may exist. However, this is only possible when partners from all areas of the programmatic advertising supply chain take part in testing.
“How cool would it be if we could really achieve outstanding advertising performance, without the risk of identifying users? Without all the privacy concerns that we have in today’s world? This is really something that motivates us and drives us forward in this approach.”
– Gaylord Zach, Head of Mobile Product at Verve
Getting started with Android Privacy Sandbox doesn’t have to be overwhelming. Our webinar is now available on demand and provides a great overview of the current status and capabilities of the Privacy Sandbox for in-app, as well as the challenges and opportunities it will create. And if you want to talk details or even start testing, please reach out to us.
