Google recently announced a multi-year initiative to build the Privacy Sandbox on Android, with the goal of introducing new, more private advertising solutions. The Privacy Sandbox on Android will provide a clear path forward to improve user privacy without putting access to free content and services at risk. is working directly with Google Play’s product team and has been updated in advance, including the detailed documentation of the Sandbox . In addition, we are working with Google and other players in the industry on shaping the final layout of Sandbox. The planning and implementation of Sandbox is expected to take two years and, while the exact influence of the Sandbox is still unfolding, there are a few clear winning factors:

Technology, Technology, Technology!

The step forward that Google is taking provides clear differentiation between In-App mobile marketing technology companies that have direct integration with the apps and other players. Our vast network of over 500,000 active apps with our SDK is the essence of providing value within the Sandbox framework. Our tech team is making adjustments and updates that will ensure a flawless transition to Android 13.

Direct Integration

The value of direct Integration with apps is critical in providing value to the end-user. The introduction of Sandbox is part of an ongoing trend to minimize the number of links in the chain. As an independent platform that works with both marketers and developers, we see the constantly growing value of direct integration across the ecosystem. Ensuring privacy, eliminating fraud, and accurate tracking should and can be done with the full cooperation of the industry players.

User Experience and Privacy are Top Priority

The app ecosystem is constantly growing.  Mobile users spend 90% of their time on apps. The industry focus was and is to deliver the best and most tailored experience while aligning with privacy policies and regulations. This challenge should be addressed with innovation by the ecosystem as a whole, and not in siloed products. Addressing both is feasible and requires a fully transparent and cooperative formation of the players around the table.

What Should You Do Next?  

The developer community should expect a whole new set of products and features on Android 13. Moving forward, it is even more important to update the SDKs on your app and review the benefits and added value they can provide. With a wide range of app categories, we know there is a need for a comprehensive solution that can work perfectly on Android 13 and maintain your business goals from a monetization perspective.

Marketers are constantly facing new technologies. For example, IDC Research recently released a Technology Spotlight that identified the current challenges in the use of DSPs as gateways to the programmatic advertising ecosystem, and how AI-based demand-side platform technology can provide the optimal solution, particularly for the issue of accurate audience targeting. Marketers are expected to keep up with the changes and embrace new best practices to ensure ROAS.  

Stay tuned for a more in-depth look at Google’s Sandbox and our product updates.


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