Google Privacy Sandbox

Details

Google Privacy Sandbox proposes a set of standards to protect user privacy while still allowing advertisers to target ads effectively. It introduces concepts like Federated Learning of Cohorts (FLoC) and Topics API, which group users into cohorts based on interests rather than individual tracking. For mobile engineers, understanding these changes is crucial for adapting ad strategies and ensuring compliance with evolving privacy standards.

Mobile growth teams should focus on how these changes impact user acquisition and retention strategies. As third-party cookies phase out, leveraging first-party data and contextual advertising will become increasingly important. Engineers should also explore how Privacy Sandbox APIs can be integrated into mobile apps to maintain ad effectiveness.

Examples & formulas

Consider a scenario where a mobile app uses the Topics API to serve ads based on user interests without tracking individual behavior.

Example: Using Topics API for interest-based ad targeting.

Common mistakes

• Ignoring the transition from third-party cookies, leading to decreased ad performance.
• Failing to update privacy policies in line with new standards, risking compliance issues.

See also

• App Tracking Transparency (ATT)
• Privacy-Enhancing Technologies (PETs)
• Third-party Cookies
• Data Clean Room
• Attribution