Identity Resolution

Google Expands Privacy Sandbox to Android: What You Need To Know

February 17, 2022  |   Travis Clinger

On Feb. 16, 2022, Google announced a multi-year initiative to expand its Privacy Sandbox to Android, with the goal of introducing new, more private advertising solutions. Specifically, these solutions will operate without unauthenticated cross-app identifiers, including the Android Advertising ID (AAID), and will limit sharing of user data with third parties. They’re also exploring technologies that reduce the potential for covert data collection, such as fingerprinting; in time, we expect Google to fully deprecate its AAID.

What does this mean for brands and publishers? 

If nothing else, today’s announcement reaffirms what LiveRamp has long believed to be true: the future of the digital advertising ecosystem is addressable and authenticated. We do not expect this announcement to impact our strategy or the value we deliver to our customers. This is why we created ATS and believe that announcements like this increase our strategic position in the long term.

“If it wasn’t clear before, it is today: when it comes to putting consumers and their privacy first, there simply is no ‘workaround,’” said Travis Clinger, SVP, Head of Addressability and Ecosystem at LiveRamp. “Google continues to double down on its promise to consumers to uphold privacy and transparency. Our philosophy is rooted in restoring consumer trust to the ecosystem—we’ve spent the last five years building a new ecosystem that enables publishers and marketers to connect data across trusted consumer relationships. This announcement reinforces the need for the ecosystem to move toward authenticated, first-party identity.”

Proven publisher performance on ATS 

ATS—rooted in our best-of-breed identity—was designed to uphold the letter and the spirit of global privacy principles and regulations. It was also intentionally created to empower publishers to take back control over their relationships with users, ensuring more paths to monetisation and sustainable revenue streams while giving the user full control and transparency. 

Our approach is validated because we are already seeing ATS deployed in mobile in-app—a leading mobile app publisher deploying ATS recently reported a significant increase in in-app monetisation. They saw a 146% lift in iOS eCPMs and a 25% increase in Android CPMs, even with AAIDs still present. Simply put, RampID works better today for mobile in-app publishers and paves the way for a future of addressability without mobile device IDs.

Built to last 

ATS delivers increased control, flexibility, and performance to mobile in-app publishers, digital display publishers, mobile web publishers and CTV publishers. It allows publishers to control how their identity is used, which unlocks critical scale for both the supply and demand sides without compromise or limitation. As a result, publishers can better compete with large social platforms for ad spend. This democratisation is necessary to maintain a free and thriving open internet.

Questions about ATS? Reach out to ats@liveramp.com to learn more.