Protected Audience API

In 2022, Google announced that Privacy Sandbox will be expanded to the in-app environment. Google’s Privacy Sandbox on Android, or simply the Android Privacy Sandbox, is a natural progression of Google’s broader privacy efforts. It’s designed to provide users with greater control over their data and privacy, while still giving marketers the tools they need to connect with users and sell their products.

This article will explain how the Android Privacy Sandbox works and what impact it will have on in-app marketing campaigns.

A year after the previous extension of the deadline for third-party cookies deprecation, Google did it again, this time until the second half of 2024 [Note: In April 2024, it was further postponed until early 2025]. At the same time, Google released two important pieces of information: The FLEDGE origin trial will most likely be extended until late October and will also cover Chrome stable users, and the feedback report for Q2, which is a result of the company’s commitments to the CMA.

In 2023 Google announced the depreciation of third-party cookies and began the development of the Google Privacy Sandbox. However, the deadline has once again been pushed back, this time to 2025]. The reason? “The need for more time to evaluate and test the new technologies.” Despite positive developments, RTB House’s own tests of the FLEDGE proposal, with nearly 8 million ads in 50 countries, have shown that there is still plenty of work to be done to build effective cookieless alternatives.

Everyone loves a good challenge, but some are tougher to tackle than others. For marketers, the big one is the personalization paradox. 71% of consumers prefer personalized ad content, but 74% are also concerned about how advertisers are actually using their personal data. This creates a problem for marketers. They want to reach out to their customers with personalized content but often rely on tracking technologies that are considered invasive. Fortunately, there is an answer to this particular paradox. Brands can use data-driven strategy to leverage large anonymized datasets that provide rich personalization at scale without compromising on privacy.

Despite their seemingly innocent name, cookies have found themselves at the heart of one of the internet’s biggest privacy revolutions. Specifically, third-party cookies have come under fire from privacy-advocacy groups, ultimately leading Google to work towards a cookieless future. This change will have significant implications for advertisers, as third-party cookies have been an essential targeting technology since their inception.

Let’s dive into the implications of Google’s decision and how you can prepare for the cookieless future.

Google is coming for your cookies, and not the tasty kind lying safely in a tin in your kitchen, but the third-party ones that sit in your browser, watching, waiting, and storing all kinds of information. This has major implications, some good and some bad, for marketers and consumers alike. It also means that many of our old tools will soon become obsolete. However, you don’t need to crack open your tin of real cookies and start stress-eating yet. There are plenty of new tools on their way, one of which we’re going to get into today: The Protected Audience API.