Google plans to bring Privacy Sandbox to Android, preserving its Ad ID system for two years, and says it'll be less disruptive than ATT for advertisers and devs
It says it will give other companies plenty of time to adapt to changes to its Android software. Similar changes made by Apple affected big internet companies.
Apple's earlier IDFA changes reduced visibility into app-install metrics and affected bidding on some ads. Google's decision to retain Ad ID during the transition therefore matters as a continuity mechanism for advertisers and developers adapting to Privacy Sandbox.
First-order effects
Advertisers and Android developers retain access to the existing Ad ID system for two years while Google develops Privacy Sandbox alternatives, avoiding an immediate measurement and targeting break.
Google assumes responsibility for managing the migration and persuading advertisers and developers that its Android changes will be less disruptive than ATT.
Second-order effects
Ad-tech firms can stage investment in Android-compatible Privacy Sandbox tools rather than rebuilding measurement and bidding workflows all at once, using Apple's IDFA measurement disruption as the operating benchmark.
Apple's ATT becomes the direct comparison point for Google's rollout: a longer, industry-informed transition makes implementation process part of the competition between the mobile platforms' privacy regimes.
Third-order effects
Mobile ad privacy is moving from identifier removal toward platform-governed replacement systems, with access to measurement increasingly defined by operating-system rules and developer integration.
If Google's phased model holds, transition timing and external input—not only the privacy technology itself—will shape which ad-tech participants can remain viable across platform policy changes.
The trend: Mobile platforms are replacing persistent ad identifiers with controlled privacy systems while using transition periods to limit disruption to advertising markets.
Google announces transfer of Privacy Sandbox ("privacy-preserving advertising systems") to Android “limit sharing of user data with third parties and operate without cross-app identifiers, including advertising ID”. Huge news for privacy, and competition. https://www.blog.google/…
After Apple, now Google says it wants to restrict cross-app tracking. Still early with few details, but if the impact is anything like it was w/ Apple, the impact on the mobile ads business could be huge. Story w @trippmickle @patiencehaggin https://www.wsj.com/...
The devil will be in the details: how tight is the isolation? For example what are the limits on the sell-site and buy-side reporting? User data flows? Can we trust the “trusted servers”? Why? https://twitter.com/...
What does it mean? Advertising ID will be purged. They transfer web-centric Privacy Sandbox proposals to the mobile ecosystem (Android 13), details here: https://developer.android.com/ .... Relevant tech proposal (privacy-preserving ad targeting): https://developer.android.com/ .…
What does it mean? Advertising ID will be purged. They transfer web-centric Privacy Sandbox proposals to the mobile ecosystem (Android 13), details here: https://developer.android.com/ .... Relevant tech proposal (privacy-preserving ad targeting): https://developer.android.com/ .…
The Privacy Sandbox For Android will be a nightmare for attribution: ° Reports for ad view attribution sources are sent 1 hour after the source expires ° This expiry date can be configured, but it cannot be fewer than 2 days or more than 30 days https://developer.android.com/ ...…
2/3 Beyond this: 4⃣Existing ad features will be supported for at least 2 years. 5⃣The future of the AAID is a little unclear. 6⃣ Google will work with partners to ensure they don't self preference cc @wayneblodwell, @alextcone & @Chronotope https://twitter.com/...
1/3 🚨Google Just the Privacy Sandbox For Android. It: 1⃣Will operate without cross-app identifiers. 2⃣Will build on the Privacy Sandbox for Chrome 3⃣Will enter testing later this year cc @pbannist @aripap & @mjbarash https://privacysandbox.com/... https://twitter.com/...
Google “plans to keep supporting current smartphone identifiers for at least the next two years and to give the industry substantial notice before any changes. It [Google] said it plans to work with the industry to develop the replacements.” https://www.wsj.com/...
Google “said it plans to keep supporting current smartphone identifiers for at least the next two years and to give the industry substantial notice before any changes. It said it plans to work with the industry to develop the replacements.” https://www.wsj.com/...