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Programmatic


ANDROID 13 PRIVACY ENHANCEMENTS: A STEP TOWARDS USER PRIVACY IN ADVERTISING

Android 13 Privacy Features: Safeguarding User Privacy in Advertising Compared
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Posted on 25th March 2023 by Wojtek Andrzejczak

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NAVIGATING CHANGES IN PROGRAMMATIC ADVERTISING TO REACH YOUNG AUDIENCES

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at the impressive...

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2023 PRIVACY LAWS & DIGITAL MARKETING: CPRA, VCDPA

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Rights Act (CPRA) and the...

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News


10 FACTS ABOUT IOS 15 PRIVATE RELAY • APPLE ICLOUD PLUS PRIVACY

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Programmatic


ANDROID 13 PRIVACY ENHANCEMENTS: A STEP TOWARDS USER PRIVACY IN ADVERTISING

--------------------------------------------------------------------------------

Wojtek Andrzejczak
Android 13 Privacy Enhancements: A Step...
Posted on 25th March 2023 by Wojtek Andrzejczak

Android 13 Privacy Features: Safeguarding User Privacy in Advertising Compared
to iOS

Google’s Android 13 is here, and with it comes many privacy updates to improve
user control and security. In recent years, there has been a growing concern
about the negative impact of invasive advertising on user privacy. As a result,
Google has decided to take a stand and introduce new privacy features to level
the playing field with iOS. This article will break down the critical privacy
changes in Android 13 related to advertising and compare them to standard iOS
privacy features while also discussing the impact of iOS privacy changes on
programmatic ad spending.

Contents

 * Privacy Sandbox on Android 13
 * Impact of iOS Privacy Changes on Programmatic Ad Spending
 * Comparing Android 13 and iOS Privacy Features
 * Summary
 * Links


PRIVACY SANDBOX ON ANDROID 13

One of the most notable changes in Android 13 is the introduction of the Privacy
Sandbox. This feature, inspired by Google Chrome’s Privacy Sandbox, aims to
create a more secure and private browsing experience by reducing the amount of
user data shared with advertisers, according to Bleeping Computer.

Privacy Sandbox will help eliminate third-party cookies, replacing them with
Application Programming Interfaces (APIs) that are privacy-preserving. These
APIs will allow advertisers to target ads without compromising user privacy.
With this change, Android users can enjoy a personalized advertising experience
without sacrificing personal information.


IMPACT OF IOS PRIVACY CHANGES ON PROGRAMMATIC AD SPENDING

Since the introduction of App Tracking Transparency (ATT) in iOS 14.5, there has
been a notable decline in programmatic ad spending. According to a report by
Advertiser Perceptions, 47% of advertisers have reduced their spending on iOS
due to the ATT rollout. This decrease in ad spend can be attributed to the
limited user data available for ad targeting, leading to reduced campaign
effectiveness and difficulty measuring ad performance.


COMPARING ANDROID 13 AND IOS PRIVACY FEATURES

Apple’s iOS has long been known for its strong stance on privacy, especially
with the introduction of App Tracking Transparency (ATT) in iOS 14.5. ATT
requires apps to request user permission before tracking their activity across
other apps and websites. This feature has given iOS users more control over
their data, allowing them to decide whether to share their information with
advertisers.

Android 13’s Privacy Sandbox is a significant step towards giving users more
control over their data, similar to iOS’s ATT. Both features prioritize user
privacy and limit data sharing with advertisers. However, it’s important to note
that Privacy Sandbox and ATT work differently. While ATT focuses on allowing
users to allow or deny tracking, Privacy Sandbox aims to maintain targeted
advertising without compromising user privacy.


SUMMARY

Android 13’s privacy updates demonstrate Google’s commitment to addressing user
concerns regarding advertising and its negative impact on privacy. The
introduction of Privacy Sandbox marks a significant milestone in Google’s
efforts to provide a more secure and private user experience. With these
changes, Android users can now enjoy a greater sense of control over their data,
just as iOS users have been able to with the App Tracking Transparency feature.

As the digital world evolves, tech giants like Google and Apple must prioritize
user privacy and security. With Android 13, Google has taken a positive step in
the right direction, ensuring that users can enjoy the benefits of targeted
advertising without worrying about misusing their personal information. This
approach may help mitigate the decline in programmatic ad spending experienced
by iOS due to its privacy changes, providing a more balanced advertising
ecosystem for users and advertisers.


LINKS

 * 2023 Privacy Laws & Digital Marketing: CPRA, VCDPA
 * 10 facts about iOS 15 Private Relay • Apple iCloud Plus Privacy
 * Privacy Sandbox on Android
 * The Privacy Sandbox Beta is coming to Android
 * Preparing for the Android Privacy Sandbox Beta

Wojtek Andrzejczak

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