AppsFlyer Launches Privacy Sandbox on Android for the Mobile Market

AppsFlyer today announced the successful completion of the development of an end-to-end audience management solution utilizing Google’s Protected Audience API on Android. As momentum builds for the wider launch of Privacy Sandbox, this milestone, which was completed in collaboration with Remerge, a programmatic DSP with a decade of expertise in running mobile retargeting campaigns for app businesses, signals a breakthrough in the mobile ecosystem’s use of advanced privacy-preserving technologies that enable rich marketing capabilities and insights. The work by AppsFlyer was supported by Google as part of a larger effort by both companies to work with organizations across the mobile ecosystem to shape the next generation of privacy-preserving technologies and standards that empower marketers to measure better while protecting consumer privacy. AppsFlyer has also developed a working solution making use of a second Privacy Sandbox tool, the Attribution Reporting API, which will enable marketers and advertisers to effectively measure the success of their campaigns without user-level cross-platform identifiers.

“The Protected Audience API offers major progress when it comes to user privacy that aligns with how AppsFlyer envisions the future of privacy-centric marketing,” said Roy Yanai, AVP Product, Measurement, AppsFlyer. “Following extensive research, and working with the Android and Remerge teams, we look forward to the ways the Protected Audience API will unlock remarketing for many businesses. Beyond remarketing alone, the Protected Audience API is a great advancement for the app ecosystem and showcases how to leverage technology to preserve privacy, without compromising the user experience.”

As part of Google’s Privacy Sandbox initiative on Android, and in the footsteps of its Chrome counterpart for the web, Google has introduced the Protected Audience API on Android, a framework for a privacy-centric, on-device, ID-less remarketing solution on mobile. With the Protected Audience API, the Android OS will facilitate the exchange of information between advertiser and publisher apps as well as their corresponding ad-tech platforms to allow for on-device custom audience targeting.

"We're excited to see AppsFlyer and Remerge developing solutions using Privacy Sandbox on Android, and look forward to continuing to work with their teams and other organizations as part of an ecosystem-wide collaboration,” said Amit Varia, Director of Product Management at Google.

The solution AppsFlyer has built with Remerge allows advertisers and ad platforms to utilize the Protected Audience API for custom audience segmentation and privacy-centric re-engagement, as well as advanced bidding and personalized creatives according to privacy-centric purchasing intent triggers. It will also offer measurement reporting, so marketers and advertisers can easily understand the success of their campaigns.

Advertisers could manage audiences created by first-party data based on their own rules directly on the AppsFlyer platform, as well as collaborate with ad networks (DSPs) to manage audiences created by the DSPs on behalf of the advertisers.

In addition to supporting advertisers with privacy-centric remarketing campaigns, AppsFlyer offers SDK services to DSPs to allow them to work within the Protected Audience API framework. In this way, AppsFlyer acts as a bridge between advertisers and DSPs, enabling them to work together to create and manage privacy-centric audiences.

“At Remerge, we’re proud to be working on this solution with AppsFlyer and Google – and to play a defining role in the future of mobile marketing. Building this new, privacy-first framework will enable businesses to continue their mobile remarketing efforts, while still protecting the personal data of end users,” said Pan Katsukis, CEO and Co-Founder at Remerge.