After all, the company literally owns multiple billion-user-scale platforms: Facebook, WhatsApp, Messenger, and Instagram. Therefore, this means that third party companies such as Facebook and YouTube will still be doing ad targeting but will not have access to users’ data.”Īnd it’s not like Meta is without resources of its own. “This will allow developers to identify custom audiences without sharing a user’s data with third-party apps such as Facebook. “Google’s Privacy Sandbox will incorporate a topic and interest-based advertising system and Chrome’s Fledge API,” says Ryan Yount at LuckLuckGo. “While these new solutions are being developed, Android does not plan to make changes to Advertising ID's primary use cases for at least two years, and will provide substantial notice ahead of any future changes.” “The goal is to develop effective solutions that don't need device level identifiers and limit user-level tracking across different developers' apps,” Google says. Apple initially gave about a quarter of a year’s notice, if that, before relenting for another few months to allow the ecosystem to get ready.Īs Jane Kovalkova, CMO of The Credit Thing notes, there is plenty of time to prepare in this case. Google is promising not to deprecate the GAID for at least two years. While recuperating Meta’s massive loss might be a step too far, Google’s new advertising technology for Android is clearly less disruptive to the ecosystem than Apple’s ATT.Įven better, from Meta’s perspective: it’s at least two years away. “With Google’s inclusive approach, I predict that the Privacy Sandbox will help advertisers and consumers reach consensus, which will also help Meta recuperate their loss.” “Google has taken a more inclusive approach with its Privacy Sandbox, compared to Apple’s App Tracking Transparency,” says Claudiu Cogalniceanu, founder at FindMyData. The upshot, therefore, is a better environment for advertisers, and by extension one that shouldn’t hurt Facebook (ok, Meta) as much. So Google should know more about how the ad ecosystem needs to function than Apple. After all, Google is an ad network, and Apple just owns one. There’s certainly a lot more technology here for privacy-safe advertising and marketing measurement than we saw in Apple’s SKAdNetwork, the functionality it offered the market for measuring marketing effectiveness. “Google is attempting to balance the rising demands of privacy-conscious clients and regulators with the financial requirements of developers and advertisers,” says Daniela Sawyer, Founder of FindPeopleFast. That gives humans much more control over what kinds of ads they choose to see while allowing advertisers to do what they want to do in growing their businesses. And you’ll be able to see the topics the technology thinks you’re interested in and control them: manually changing them. (And kept in a massive device and people graph for future reference.) Rather, Google’s new tech matches topics you might be interested in with ads right on your own device. No data needs to be sent to an adtech company to be stored and matched against ads they have to sell. And current ad targeting on mobile works by vacuuming data from your app activity via the Google Ad ID. Current web ad targeting works by vacuuming data from your online activity via third-party cookies: visit a website which sets a cookie, and it can track you around the web. and also for providing much more privacy for people who use Android on the other hand.
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