What Google’s Privacy Sandbox on Android Means for the Mobile Ecosystem

Google has recently announced its goal to expand the Privacy Sandbox to Android, in a bid to further user privacy and find a healthy middle-ground in an app ecosystem reliant on personalized digital advertising.  Great leaps have been made in recent years in improving user privacy and how valuable data is shared between multiple stakeholders, ...

Mintegral Marketing, 2022-03-14

Google has recently announced its goal to expand the Privacy Sandbox to Android, in a bid to further user privacy and find a healthy middle-ground in an app ecosystem reliant on personalized digital advertising. 

Great leaps have been made in recent years in improving user privacy and how valuable data is shared between multiple stakeholders, so Google’s announcement does not come as much of a surprise but it has left many in the ad-tech industry wondering of what is to come. Introduced in 2019 for the web, the Privacy Sandbox is now looking to tackle mobile privacy on Android, signaling a reduction in sharing data with third parties and a set of standards to ensure privacy remains compatible with developers’ and advertisers’ needs. In addition to this, Google claims SDK Runtime will bring around easier and safer methods to update SDKs.

Google’s proposal will essentially prioritize interests for personalized ads as opposed to the user identifiers deployed in the past. Similar to Apple’s App tracking transparency (ATT), the privacy initiative will further restrict cross-application tracking. It is here that first-party data becomes invaluable and will give rise to companies with robust ecosystems able to rely on their own data sources. 

And while there are still a lot of unknowns, Google is taking a welcomed approach by working with developers and implementing changes over the next few years. 

Almost every facet of the mobile industry has grown at an incredible pace over the past few years. Although, for growth to be sustainable, privacy must become front of mind for all parties. As a leading member of the mobile marketing ecosystem, Mintegral has evolved to embrace rapid industry changes and has always been a major advocate for data privacy, security, and transparency.

With over 50,000 partnered mobile apps around the world and more than 9 billion daily ad requests, the Mintegral SDK is an industry-leading ad revenue driver. We take great pride in our technology and our expertise which is why we strongly advise you to only integrate our SDK via authorized mediation platforms. If you have any questions regarding our integrations and more, please contact the Mintegral team directly.

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