{"id":52666,"date":"2024-03-12T14:29:15","date_gmt":"2024-03-12T21:29:15","guid":{"rendered":"https:\/\/www.kochava.com\/?p=52666"},"modified":"2024-03-13T16:34:17","modified_gmt":"2024-03-13T23:34:17","slug":"learn-about-google-privacy-sandbox-for-android","status":"publish","type":"post","link":"https:\/\/www.kochava.com\/ko\/blog\/sifting-through-google-privacy-sandbox-for-android\/","title":{"rendered":"Sifting Through Google Privacy Sandbox for Android"},"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_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” 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” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][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_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” 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

How to become an early testing partner with Kochava<\/h2>\r\n[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][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_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” 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]Google Privacy Sandbox for Web has recently come increasingly under the microscope as the adtech industry witnesses early signs of third-party cookie deprecation\u2019s impact on ad monetization across the open web. With Google\u2019s 1% third-party cookie deprecation beta for Chrome users starting in early January, initial observations have noted Chrome users without cookies monetizing approximately 30% worse than users with cookies<\/a>. [\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner equal_height=”yes” content_placement=”middle” 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_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”5\/12″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][image_with_animation image_url=”52691″ image_size=”full” animation_type=”entrance” animation=”None” animation_movement_type=”transform_y” hover_animation=”none” alignment=”” border_radius=”none” box_shadow=”none” image_loading=”default” max_width=”custom” max_width_custom=”90%”][\/vc_column_inner][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”7\/12″ 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 css=”.vc_custom_1710354689386{padding-top: 10px !important;}”]IAB Tech Lab\u2019s recent fit gap analysis for Privacy Sandbox APIs<\/a> has sparked a healthy, albeit slightly tense, public debate<\/a>. Their testing of many fundamental digital advertising use cases brought into question whether Sandbox would be up to the task of filling the void left by full third-party cookie deprecation in Q3 2024 and other future changes. IAB Tech Lab even noted fragmented documentation as a challenge when attempting to \u201cunderstand the totality of some aspects of the various APIs supporting it [Sandbox].\u201d You can download IAB Tech Lab\u2019s Privacy Sandbox Fit Gap Analysis for Digital Advertising HERE<\/a>. The draft is open for public comment until March 22, 2024.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][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_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” 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]Propelling the adtech industry toward a more privacy-first approach is a massive undertaking, especially for the most dominant mobile and browser ecosystem in the world. Google is taking a collaborative approach with the industry to tackle this monumental shift, and Kochava is thrilled to be partnering with industry leaders such as IAB Tech Lab to ensure that Privacy Sandbox meets our customer\u2019s needs. As a longstanding mobile measurement partner (MMP), Kochava is particularly focused on the coming of Privacy Sandbox for Android\u2014and its implications for the mobile ecosystem.[\/vc_column_text][vc_column_text]\r\n

A Refresh on Privacy Sandbox for Android<\/h2>\r\n[\/vc_column_text][image_with_animation image_url=”52690″ image_size=”full” animation_type=”entrance” animation=”None” animation_movement_type=”transform_y” hover_animation=”none” alignment=”center” border_radius=”none” box_shadow=”none” image_loading=”default” max_width=”100%” max_width_mobile=”default” margin_top=”40″ margin_bottom=”40″][vc_column_text]In August 2019, Google launched Privacy Sandbox as an initiative to develop new standards for websites to access Chrome user information without compromising user privacy. In February 2022, Google announced that Privacy Sandbox would be coming to its mobile operating system, Android. Privacy Sandbox for Android is often likened to Apple\u2019s SKAdNetwork (SKAN), a privacy-enhancing technology for understanding iOS campaign performance in a privacy-first world, although the scope and impact of Sandbox will extend beyond SKAN\u2019s purview.\r\n\r\nIn their own words, here are Google\u2019s stated goals with Sandbox for Android:[\/vc_column_text][image_with_animation image_url=”52689″ image_size=”full” animation_type=”entrance” animation=”None” animation_movement_type=”transform_y” hover_animation=”none” alignment=”center” border_radius=”none” box_shadow=”none” image_loading=”default” max_width=”100%” max_width_mobile=”default”][vc_column_text]So what are the tools in the Sandbox? As illustrated in the following graphic, Privacy Sandbox on Android consists of four primary technologies. Let\u2019s unpack each in further detail. [\/vc_column_text][image_with_animation image_url=”52692″ image_size=”full” animation_type=”entrance” animation=”None” animation_movement_type=”transform_y” hover_animation=”none” alignment=”center” border_radius=”none” box_shadow=”none” image_loading=”default” max_width=”100%” max_width_mobile=”default”][vc_column_text]\r\n

Attribution Reporting API<\/h2>\r\nThe Attribution Reporting API serves as a privacy-first solution for marketers to measure the effectiveness of their advertising campaigns. It facilitates the aggregation of conversion reporting data (triggers) from different sources (i.e., attribution data from an ad click or impression) while maintaining individual user privacy. Using this API, marketers can assess the impact of campaigns without compromising individual user identities\u2014ensuring privacy compliance while still providing a base level of performance insight for the purposes of campaign optimization.\r\n\r\nSimilar to SKAN for iOS, the Attribution Reporting API within Sandbox features privacy-preserving thresholds and outputs only anonymous, aggregated performance data. No user or device-level data is available. Unlike SKAN, which originally supported only app-to-app conversion paths (until the release of web-to-app support for Safari in SKAN 4.0), Sandbox will support app-to-app, app-to-web, web-to-app, and web-to-web user paths from the outset.\r\n\r\nThis API supports observance of measurement data through two types of attribution reports:\r\n