More noisy advertising with lower entropy.
Now it’s clearer how the future of privacy-centric advertising might look like:
Google Chrome is not the first with the sandbox approach. Apple has implemented a Privacy-Preserving Ad Click Attribution with a similar sandbox approach in the latest WebKit version as a preview (see Webkit announcement including an acknowledgment to Mozilla’s anti-tracking policy). All major players are going this path. So what does it mean?
Although the exact features of the Sandbox API are in development, it will start with the basics:
What we can see with these approaches is that the alternative is likely not another global identifier, but exactly the opposite: no more identifier at all, specific user information will be behind a wall.
The Norwegian Consumer Council’s just-published report just shows why this is also very likely to happen in the app ecosystem, where several fellow app ecosystem partners don’t shine.
Publicity like this, Apple’s strong mission towards privacy protection, and Google’s move now are all indicators that there will be change. And it looks like global identifiers will be removed from the ecosystem as there will always be bad actors. The replacement is likely to be also the sandbox system.
We app marketers are smaller than the online and web folks and this move mainly hurts small- and medium-sized players as we might not have as many resources to shift a model as easily and players like Google or Facebook can identify users differently.
Also, it’s almost impossible to raise any money in the next 2 years with the uncertainty Google put into that timeframe (everybody will have to wait and see what really happens in a sandbox-only world). It’s important for all of us to think about the implications now and adopt the model accordingly.
At Remerge we are heavily building out incrementality measurement capabilities to offer insightful scientific results on each campaign - without the need of having a unique identifier.
Pan is the CEO of Remerge with over 10 years of experience in the ad tech industry. He is dedicated to providing solutions with the highest level of transparency, privacy, and care. Outside of Remerge, he also enjoys helping out at his parents' restaurant.
In this interview, Strategic Partnerships Manager Jihyo Kim talks about her journey in ad tech, long-term growth, and building meaningful relationships.
This International Women's Day, our office manger Claire Coles outlines some of the key ways that Remerge supports female employees
November was Wellness Month at Remerge and brought some surprising revelations
©Remerge GmbH, 2018