{"id":43324,"date":"2022-02-22T12:23:31","date_gmt":"2022-02-22T20:23:31","guid":{"rendered":"https:\/\/www.kochava.com\/?p=43324"},"modified":"2022-08-18T14:29:28","modified_gmt":"2022-08-18T21:29:28","slug":"google-plans-android-ad-data-limits-following-apples-lead","status":"publish","type":"post","link":"https:\/\/www.kochava.com\/ko\/blog\/google-plans-android-ad-data-limits-following-apples-lead\/","title":{"rendered":"GOOGLE PLANS ANDROID AD DATA LIMITS, FOLLOWING APPLE\u2019S LEAD"},"content":{"rendered":"[vc_row type=&#8221;in_container&#8221; full_screen_row_position=&#8221;middle&#8221; column_margin=&#8221;default&#8221; column_direction=&#8221;default&#8221; column_direction_tablet=&#8221;default&#8221; column_direction_phone=&#8221;default&#8221; scene_position=&#8221;center&#8221; text_color=&#8221;dark&#8221; text_align=&#8221;left&#8221; row_border_radius=&#8221;none&#8221; row_border_radius_applies=&#8221;bg&#8221; overflow=&#8221;visible&#8221; overlay_strength=&#8221;0.3&#8243; gradient_direction=&#8221;left_to_right&#8221; shape_divider_position=&#8221;bottom&#8221; bg_image_animation=&#8221;none&#8221;][vc_column column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;all&#8221; column_element_spacing=&#8221;default&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; column_position=&#8221;default&#8221; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; width=&#8221;1\/1&#8243; tablet_width_inherit=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; animation_type=&#8221;default&#8221; bg_image_animation=&#8221;none&#8221; border_type=&#8221;simple&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221;][vc_column_text][\/vc_column_text][vc_row_inner column_margin=&#8221;default&#8221; column_direction=&#8221;default&#8221; column_direction_tablet=&#8221;default&#8221; column_direction_phone=&#8221;default&#8221; text_align=&#8221;left&#8221; row_position=&#8221;default&#8221; row_position_tablet=&#8221;inherit&#8221; row_position_phone=&#8221;inherit&#8221; overflow=&#8221;visible&#8221; pointer_events=&#8221;all&#8221;][vc_column_inner column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;all&#8221; column_element_spacing=&#8221;default&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; width=&#8221;1\/1&#8243; tablet_width_inherit=&#8221;default&#8221; animation_type=&#8221;default&#8221; bg_image_animation=&#8221;none&#8221; border_type=&#8221;simple&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221;][image_with_animation image_url=&#8221;43266&#8243; image_size=&#8221;full&#8221; animation_type=&#8221;entrance&#8221; animation=&#8221;None&#8221; hover_animation=&#8221;none&#8221; alignment=&#8221;center&#8221; border_radius=&#8221;none&#8221; box_shadow=&#8221;none&#8221; image_loading=&#8221;default&#8221; max_width=&#8221;75%&#8221; max_width_mobile=&#8221;default&#8221; margin_top=&#8221;50&#8243; margin_bottom=&#8221;50&#8243;][\/vc_column_inner][\/vc_row_inner][vc_column_text]\r\n<div class=\"block block-crain-aa-articles block-article-title-subhead column-xs-12 column-lg-8\" data-block-plugin-id=\"article_title_subhead\">\r\n<div class=\"subhead-text\">Search giant announces Privacy Sandbox is coming to mobile, but promises more collaboration than its rival<\/div>\r\n<\/div>\r\n<div class=\"block block-social-media block-social-sharing-block column-xs-12 column-lg-4\" data-block-plugin-id=\"social_sharing_block\"><aside class=\"work-item__social social-share social-share-article\">\r\n<div id=\"print-link\"><\/div>\r\n<\/aside><\/div>\r\n<div class=\"block block-crain-aa-articles block-article-byline-publish-date column-xs-12\" data-block-plugin-id=\"article_byline_publish_date\">\r\n<div class=\"byline-date\">By\u00a0<span class=\"author-name\"><a href=\"https:\/\/adage.com\/author\/garett-sloane\/7062\" target=\"_blank\" rel=\"noopener\">Garett Sloane<\/a>.<\/span> Published on February 16, 2022<\/div>\r\n<\/div>\r\n<div><\/div>\r\n<div>\r\n<div class=\"block block-ctools-block block-entity-fieldnodefield-emphasis-image\" data-block-plugin-id=\"entity_field:node:field_emphasis_image\">\r\n<div class=\"article-main-image-wrapper \">\r\n<div class=\"field__item article-main-image \">\r\n<div class=\"article-main-image-credit-caption-wrapper\">\r\n<div class=\"article-main-image-caption\">\r\n\r\nGoogle&#8217;s Privacy Sandbox has been focused on Chrome, but now has its sites on Android devices.\r\n\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<div class=\"block block-ctools-block block-entity-fieldnodefield-paragraphs\" data-block-plugin-id=\"entity_field:node:field_paragraphs\">\r\n<div class=\"editor-description__wrapper\">\r\n<div class=\"field field--name-field-paragraphs field--type-entity-reference-revisions field--label-hidden article-paragraph field__items\">\r\n<div class=\"item--paragraph--type--body field__item\">\r\n<div class=\"block block-\">\r\n<div class=\"field--name-field-paragraph-body \">\r\n<p id=\"first-graph\" class=\"inline-ad-para paragraph-newsletter-1\">Google\u2019s privacy plans will soon encompass Android, as the search giant will take many of the same steps as Apple to limit consumer tracking on mobile devices.<\/p>\r\n\r\n<div class=\"crain-advertisement mobile-tablet adscount0\"><\/div>\r\n<p class=\"inline-ad-para paragraph-newsletter-2\">On Wednesday, Google updated what it calls Privacy Sandbox, an initiative launched last year to\u00a0<a class=\"omnitrack inline-paragraph-link\" href=\"https:\/\/adage.com\/article\/digital-marketing-ad-tech-news\/why-googles-new-timeline-kill-cookie-irks-ad-tech-companies\/2353276\" data-omnilocation=\"articlebody\" data-omnilink=\"editorial-link\" target=\"_blank\" rel=\"noopener\">apply stricter data controls to the internet<\/a>. Privacy Sandbox focused on Chrome web browsers first, but now is coming to Android. The advertising industry has been waiting for Google to provide details about its Android privacy plans, as they promise to affect ad targeting and measurement, just like Apple has done on iPhones.<\/p>\r\n<p class=\"paragraph-newsletter-3\">Google\u2019s update gave the first hints of the Android roadmap, but it was careful to distance the policies from Apple, suggesting that it would only change advertising on mobile devices after consulting with ad industry stakeholders.<\/p>\r\n<p class=\"paragraph-newsletter-4\">\u201cWe\u2019re announcing a multi-year initiative to build the Privacy Sandbox on Android, with the goal of introducing new, more private advertising solutions \u2026 these solutions will limit sharing of user data with third parties and operate without cross-app identifiers,\u201d Anthony Chavez, VP of product management, Android security and privacy, said in Wednesday\u2019s announcement,<\/p>\r\n<p class=\"inline-ad-para paragraph-newsletter-6\">Google said it would \u201climit\u201d data-sharing through the advertising ID, a unique code for each device used to target and measure ads. Google\u2019s outline looked similar to Apple\u2019s more recent changes that impacted the advertising industry, but ad tech executives said Google appeared more measured.<\/p>\r\n\r\n<div class=\"crain-advertisement mobile-tablet adscount2\"><\/div>\r\n<p class=\"paragraph-newsletter-7\">\u201cThe Privacy Sandbox on Android builds on our existing efforts on the web, providing a clear path forward to improve user privacy, while giving developers and businesses the tools they need to succeed on mobile,\u201d Chavez said in an email to Ad Age.<\/p>\r\n<p class=\"inline-ad-para paragraph-newsletter-8\">Google\u2019s timeline forecasted that the privacy initiatives on Android would launch a testing phase by the end of the year with \u201cscaled testing\u201d in 2023.<\/p>\r\n<p class=\"paragraph-newsletter-9\">\u201cGoogle extended the rollout,\u201d said Charles Manning, CEO of Kochava, the mobile app attribution and analytics platform. \u201cIt\u2019s not going to be an overnight exercise where they switch off access to the advertising ID.\u201d<\/p>\r\n<p class=\"paragraph-newsletter-10\">\u201cGoogle is also providing a roadmap on how the ecosystem can participate to accomplish both targeting and measurement in the absence of that ID,\u201d Manning said.<\/p>\r\n<p class=\"paragraph-newsletter-11\">\u201cWe plan to support existing ads platform features, including Advertising ID, for at least two years and we intend to provide substantial notice ahead of any future changes,\u201d Chavez said in the email to Ad Age.<\/p>\r\n<p class=\"paragraph-newsletter-12\">In recent months, Google has unveiled a series of changes to its ads, with a focus on Chrome, Google\u2019s web browser on desktop and mobile devices. Google\u00a0is cracking down on tracking consumers as they visit websites. Google plans to phase out third-party cookies and other identifiers in Chrome. Instead, it is working on ways to target ads through\u00a0<a class=\"omnitrack inline-paragraph-link\" href=\"https:\/\/adage.com\/article\/digital-marketing-ad-tech-news\/google-reveals-latest-attempt-cookies-replacement\/2394876\" data-omnilocation=\"articlebody\" data-omnilink=\"editorial-link\" target=\"_blank\" rel=\"noopener\">mechanisms like Topics API<\/a>, a software platform for publishers to get limited insights into visitors. Topics are based on a small sample of anonymized interests culled from a person\u2019s prior three weeks of internet\u00a0browsing history.<\/p>\r\n<p class=\"paragraph-newsletter-13\">Apple\u2019s Safari and Mozilla\u2019s Firefox are examples of browsers that already blocked third-party cookies, which have been foundational to programmatic advertising. Apple has been aggressive in shutting down tracking on iPhones, too. Last year, Apple launched App-Tracking Transparency, which forced apps to obtain permission from users to collect data about their mobile habits. The change cut mobile marketers off from Apple\u2019s Identifier for Advertisers. The Apple ID made it easy to check when ads led to sales and downloads, giving mobile marketers a simple look at the effectiveness of their advertising budgets. Apple\u2019s changes have since caused headaches throughout the mobile marketing world.<\/p>\r\n<p class=\"paragraph-newsletter-14\">Facebook, now under the corporate name Meta, was perhaps the most high-profile company affected by Apple. Facebook has said that Apple\u2019s changes\u00a0<a class=\"omnitrack inline-paragraph-link\" href=\"https:\/\/adage.com\/article\/digital-marketing-ad-tech-news\/facebook-update-apple-brand-ad-conversions\/2400471\" data-omnilocation=\"articlebody\" data-omnilink=\"editorial-link\" target=\"_blank\" rel=\"noopener\">affected its ad platform\u2019s ability to track \u201cconversions,\u201d<\/a>\u00a0which is how often an ad leads to an action from a consumer.<\/p>\r\n<p class=\"paragraph-newsletter-15\">\u201cWe realize that other platforms have taken a different approach to ads privacy, bluntly restricting existing technologies used by developers and advertisers,\u201d Google\u2019s Chavez said in the announcement. \u201cWe believe that, without first providing a privacy-preserving alternative path, such approaches can be ineffective and lead to worse outcomes for user privacy and developer businesses.\u201d<\/p>\r\n<p class=\"paragraph-newsletter-16\">The Google announcement named Snap, Activision Blizzard, Duolingo and Rovio as some of the developers collaborating on the Android effort.<\/p>\r\n<p class=\"paragraph-newsletter-17\">James Aylett, chief data analytics officer at Annalect, a data and analytics division of Omnicom, said that advertisers will adjust to the changes to Google, as they have to Apple\u2019s changes. \u201cSome techniques may go away entirely, some of them won\u2019t,\u201d Aylett said.<\/p>\r\n<p class=\"paragraph-newsletter-18\">For instance, advertisers will look for new ways to model online measurement, using less personal data to analyze how campaigns fared. Advertisers also are embracing contextual ads, based on analyzing the content on a given app or website, rather than analyzing the specific viewer, Aylett said.<\/p>\r\n<p class=\"paragraph-newsletter-19\">\u201cIt doesn\u2019t mean that digital advertising becomes valueless,\u201d Aylett said. \u201cIt just changes the way that you have to think about the question: Am I sure that I am getting value for my money?\u201d<\/p>\r\n<p class=\"paragraph-newsletter-20\">Advertisers expect the Android privacy restrictions to reflect the work Google has done with Chrome, where it is experimenting with contextual ad targeting tools like Topics API.<\/p>\r\n<p class=\"paragraph-newsletter-21\">Google will need to be careful about any changes to advertising and data, because its policies affect ad tech rivals and publishers. Google generated $209 billion in ad revenue in 2021. It is being watched carefully by regulators that demand consumer privacy, but they also want to protect businesses that rely on Google\u2019s ad network and products.<\/p>\r\n<p class=\"paragraph-newsletter-22\">\u201cGoogle is such a large player that they hold the keys to what happens here,\u201d said Kristy Schafer, head of sales for ad solutions at Permutive, a data platform that connects advertisers and publishers.<\/p>\r\n<p class=\"paragraph-newsletter-23\">Publishers have direct relationships with consumers to ask for permission to collect first-party data, Schafer said. \u201cThe initiative is to really recognize that the data sits with the producer of content, the publisher or app owner,\u201d Schafer said. \u201cThat creates stronger ties to more privacy-safe solutions.\u201d<\/p>\r\n<p class=\"paragraph-newsletter-24\">Advertisers will be watching how Google designs its consent framework on Android, and whether it will resemble what Apple has already done on iPhones. Apple\u2019s opt-in tracking consent form was contentious among developers, like Facebook. Publishers are concerned about Apple playing gatekeeper in the relationship with the end-user. \u201cIt spurs a whole battle of the ecosystems,\u201d Schafer said. \u201cAt the end of the day, it comes down to consumer privacy and rights.\u201d<\/p>\r\n\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n[\/vc_column_text][\/vc_column][\/vc_row]","protected":false},"excerpt":{"rendered":"<p>[vc_row type=&#8221;in_container&#8221; full_screen_row_position=&#8221;middle&#8221; column_margin=&#8221;default&#8221; column_direction=&#8221;default&#8221; column_direction_tablet=&#8221;default&#8221; column_direction_phone=&#8221;default&#8221; scene_position=&#8221;center&#8221; text_color=&#8221;dark&#8221; text_align=&#8221;left&#8221;&#8230;<\/p>\n","protected":false},"author":55,"featured_media":34798,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12],"tags":[],"class_list":{"0":"post-43324","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-press"},"_links":{"self":[{"href":"https:\/\/www.kochava.com\/ko\/wp-json\/wp\/v2\/posts\/43324","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.kochava.com\/ko\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.kochava.com\/ko\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.kochava.com\/ko\/wp-json\/wp\/v2\/users\/55"}],"replies":[{"embeddable":true,"href":"https:\/\/www.kochava.com\/ko\/wp-json\/wp\/v2\/comments?post=43324"}],"version-history":[{"count":3,"href":"https:\/\/www.kochava.com\/ko\/wp-json\/wp\/v2\/posts\/43324\/revisions"}],"predecessor-version":[{"id":43327,"href":"https:\/\/www.kochava.com\/ko\/wp-json\/wp\/v2\/posts\/43324\/revisions\/43327"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.kochava.com\/ko\/wp-json\/wp\/v2\/media\/34798"}],"wp:attachment":[{"href":"https:\/\/www.kochava.com\/ko\/wp-json\/wp\/v2\/media?parent=43324"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.kochava.com\/ko\/wp-json\/wp\/v2\/categories?post=43324"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.kochava.com\/ko\/wp-json\/wp\/v2\/tags?post=43324"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}