On February 16, 2022, Google introduced The Privacy Sandbox, a Google-led “effort to develop new technology that will improve people’s privacy across the Web and apps on Android.” Google’s Privacy Sandbox will support consumers demanding more control over their data and developers whose revenue is dependent on advertising. The initiative will phase out the use of third party cookies and Advertising ID (AAID) over the next two years.
Google promised updated web standards and proposed several solutions across the web and Android, including: Topics, FLEDGE, Attribution reporting, and SDK Runtime. Each of these proposals identified potential solutions that would enable apps and advertising technologies to show relevant content and ads, measure digital ad performance, and limit covert tracking.
Much of this announcement clarifies Google’s approach to privacy and its intentions to develop new industry standards. At the same time, Google never explicitly defines a timeline or solution, suggesting further dialogue and announcements will take place. The ambiguity can cause confusion but there are several steps you can take today to ensure you are prepared for the future.
Reduce Dependence On Third-party Cookies
The death of the third-party cookie is imminent, requiring ad tech and data companies to diversify their approach to targeting and measurement. TrueData’s omnichannel identity graph incorporates multiple identifiers to track digital events, like Hashed emails & UID 2.0, enabling you to maximize accurate data coverage for your customers.
Focus On Omnichannel Independent IDs
Complex customer journeys that span multiple ad-enabled devices create unique challenges for brands and technologies looking to measure advertising effectiveness, especially as companies like Google tighten their grip on their data. As a leader in independent identity resolution, TrueData’s independent identity resolution solutions incorporate omnichannel features, like Home IP and CTV ID, to ensure you always know who your customers are, regardless of their device.
Amplify Your First Party Data Strategy
With the effectiveness of new contextual advertising solutions unproven, leveraging first party data will prove to be an efficient alternative. TrueData’s first-party data onboarding and distribution solution accurately connects people and households to their digital devices. Quickly append data to your CRM files and target them on any DSP, quickly improving advertising effectiveness.
Interested in future-proofing your identity resolution strategy? Schedule a meeting with TrueData to discuss your identity needs.
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