A AppsFlyer, global company in data measurement and analysis, announced the global launch of its integration with Privacy Sandbox on Android. Developed in partnership with the Google team, the Sandbox Attribution Reporting API panel from AppsFlyer is one of the first of its kind to hit the market, offering comprehensive analyses and in accordance with data privacy.
The launch of Privacy Sandbox on Android, that follows the Chrome Privacy Sandbox model for the web, brings APIs and solutions for technology companies, of advertising and marketing. The idea is to offer personalized ads without needing user or device IDs. With the tool, marketing professionals can measure app installs on the AppsFlyer platform based on the Attribution Reporting API of the Privacy Sandbox on Android, and, little by little, they will be able to use AppsFlyer's expertise to efficiently adjust their marketing strategies on Android – optimizing advertising expenses, maintaining an accurate measurement, activating target audience and doing retargeting without compromising user privacy
"In the current scenario", focused on privacy, "Working with Privacy Sandbox on Android or other frameworks can be quite a challenge for marketing professionals", said Roy Yanai, AVP of Product and Measurement at AppsFlyer. "The approach of Google in building the Privacy Sandbox was a relief", since they sought feedback from the entire sector to create a long-term solution. AppsFlyer takes its role of connecting the ecosystem seriously – and building this infrastructure with our partners is a great example of how we can work together to improve the experience of marketing professionals. The phased launch offers easy-to-use solutions that simplify the process, allowing professionals to scale their campaigns and achieve their goals.”
The adoption of Privacy Sandbox on Android will help marketers deal with challenges such as the loss of signals, due to changes in the availability of GAIDs. It will also solve problems related to limited access to data, which normally require time-consuming and complex manual integrations, in addition to inconsistencies in campaign performance metrics due to data fragmentation from various networks. AppsFlyer's solutions help to address these challenges, allowing for scalable and efficient marketing, without data discrepancies, in addition to the ability to integrate with more than 10.000 technology and media partners
"We are excited to see AppsFlyer and Unity Ads developing solutions using the Privacy Sandbox on Android and look forward to continuing to work with their teams and other organizations as part of a cross-ecosystem collaboration", said Jolyn Yao, Head of Measurement Products of the Privacy Sandbox, no Google
Mobile ads and games
AppsFlyer partnered with Unity Ads, a leading platform for mobile game monetization and user acquisition, to create a straightforward attribution flow for both advertisers and advertising platforms. As a partner in the design of the integration of AppsFlyer with the Sandbox, Unity Ads will be the first ad network to collaborate with AppsFlyer to help its clients understand ad measurement based on the attribution results from the Sandbox. The continuous focus on developing a strong integrated ecosystem will allow marketing professionals and customers from both companies to understand and navigate this new framework and its benefits
"As the privacy ecosystem continues to evolve with the Privacy Sandbox, we are happy to partner with Google and AppsFlyer to ensure that advertisers are prepared for the changes to come. Our goal is to ensure that advertisers stay ahead of changes and maximize user acquisition performance by leveraging the Google Privacy Sandbox, said Oren Hod, Senior Product Director, Advertiser Experience, in Unity
