{"id":43270,"date":"2022-02-21T10:45:27","date_gmt":"2022-02-21T18:45:27","guid":{"rendered":"https:\/\/www.kochava.com\/?p=43270"},"modified":"2022-08-18T14:29:29","modified_gmt":"2022-08-18T21:29:29","slug":"googles-privacy-sandbox-has-come-to-androids-shore","status":"publish","type":"post","link":"https:\/\/www.kochava.com\/ko\/blog\/googles-privacy-sandbox-has-come-to-androids-shore\/","title":{"rendered":"Google\u2019s Privacy Sandbox has Come to Android\u2019s Shore"},"content":{"rendered":"[vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”.vc_custom_1645487245774{padding-bottom: 30px !important;}”]\r\n

What to know about the future of GAID-free attribution on Android<\/h2>\r\n[\/vc_column_text][vc_column_text]The digital advertising industry is at a pivotal moment. The future of advertising measurement and targeting is taking shape, with advertisers, publishers, and vendors alike each having a vital role to play. Google recently announced<\/span> Privacy Sandbox<\/span><\/a>, which is the highly anticipated set of privacy changes on Android. At first glance, Privacy Sandbox may seem like a repeat of the deprecation of Apple\u2019s IDFA in 2020; however, this announcement offers a handful of unique features that we will be exploring in this post (and future ones). Additionally, Google has promised to continue supporting the Google Advertising ID (GAID) for at least the next 2 years. Thankfully, Google is providing a long runway for advertisers, publishers, and vendors to prepare for takeoff – and is also offering a collaborative process that\u2019s open to industry feedback.\u00a0<\/span>\r\n\r\nAs a longstanding, Certified Google Measurement Partner, the Kochava team is excited to bring our unique perspectives, intelligence, and innovative thinking to the table. Privacy and transparency have been driving factors behind our initiative to bring the power of blockchain to digital advertising through XCHNG, a journey we embarked upon several years ago. Thinking about the future of identity in marketing is at the heart of Kochava IdentityLocker, with the goal to bring a unified, privacy-first identity solution to the ecosystem.\u00a0\u00a0<\/span>\r\n\r\nFrom <\/span>Ad Age<\/span><\/a> to <\/span>Digiday<\/span><\/a> and beyond, many ad tech publications have already touched on this news – providing plenty of commentary and perspective on Google\u2019s move and what it means for the advertising industry.\u00a0<\/span>[\/vc_column_text][vc_column_text css=”.vc_custom_1645487388192{padding-top: 20px !important;padding-bottom: 20px !important;}”]\r\n

What is Privacy Sandbox?<\/h3>\r\n[\/vc_column_text][vc_column_text]Google first introduced <\/span>Privacy Sandbox<\/span><\/a> in 2019 following on the heels of its announcement that third-party cookies would be deprecated in Chrome. The Privacy Sandbox was to host new tools that could ensure user privacy while still enabling web advertisers to measure performance. Now it will cross over from the web to play a key role on Android in the mobile ecosystem.\u00a0<\/span>\r\n\r\nPrivacy Sandbox is made up of multiple components, each serving a particular purpose: <\/span>[\/vc_column_text][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text]\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n
Privacy Sandbox Component<\/b><\/td>\r\nPurpose<\/b><\/td>\r\n<\/tr>\r\n
Topics<\/span><\/a><\/td>\r\n \r\n\r\nEnable Android users to be shown relevant content and ads\u00a0<\/span><\/td>\r\n<\/tr>\r\n
FLEDGE<\/span><\/a><\/td>\r\n<\/tr>\r\n
Attribution Reporting<\/span><\/a><\/td>\r\nProvide a means to measure digital ads<\/span><\/td>\r\n<\/tr>\r\n
SDK Runtime<\/span><\/a><\/td>\r\nLimit unintended, covert tracking\u00a0<\/span><\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_column_text]All of the components together:<\/span>\r\n