Now, the landscape is changing to protect user-privacy from third-party data exchanges with device identifiers, while simultaneously ensuring advertisers can still continue with attribution effectively.

Previously, mobile attribution relied solely on these user-level identifiers. One of these identifiers is GAID – Google Advertising ID – which Google has now announced plans to deprecate, following Apple’s lead. It was evident Google would follow in Apple’s footsteps to get in on the action. That’s where the Google Privacy Sandbox comes into the picture, as no surprise to industry professionals.Īpple Search Ads saw its most dramatic growth in the past year since iOS 14.5. It couldn’t afford to stay silent and lose more and more ad revenue. As its main competitor, Google couldn’t sit back and let this happen. Apple and Google have been at the forefront of these regulatory changes.Īpple wanted to draw the industry’s money into its SKAdNetwork and encourage advertisers to run ads through Apple Search Ads. The world has become obsessed with data privacy, forcing tech companies to implement regulations that align with this.

New privacy laws have been cropping up frequently around the world over the last few years, such as the EU’s GDPR. It came with a lot of limitations that affected the entire industry and made tracking users much more difficult. For the past two years, everyone in the mobile marketing industry has been talking about Apple’s deprecation of the IDFA post iOS 14.

What is apple sandbox