July 5, 2023 ,Beijing——Recently, AppsFlyer, a global marketing measurement and experience management platform, announced that it has successfully developed an end-to-end audience management solution on the Android system using Google Protected Audience API. Along with the growing popularity of privacy sandboxes, this milestone product with Remerge marks a breakthrough in the mobile ecosystem using advanced privacy-preserving technologies that provide rich marketing capabilities and insights. As a programmable DSP, Remerge has a decade of expertise running mobile retargeting campaigns for app businesses. This work of AppsFlyer has also been supported by Google. The two companies are working with enterprises in the entire mobile ecosystem to create a new generation of privacy protection technology and standards, enabling marketers to conduct more effective marketing while protecting consumer privacy. measure. In addition, AppsFlyer has also developed a solution using Attribution Reporting API, another tool of the privacy sandbox, to enable marketers and advertisers to effectively measure the effectiveness of advertising campaigns without user-level cross-platform identifiers.
Roy Yanai, Senior Vice President of Measurement, AppsFlyer, said: “The Protected Audience API represents a significant step forward in protecting user privacy and fits well with the privacy-conscious future of marketing that AppsFlyer envisions. After extensive research, we look forward to working with Together, the Android and Remerge teams have used the Protected Audience API to unlock remarketing for businesses. In addition to remarketing, the Protected Audience API is a huge step forward for the app ecosystem and shows how to Use technological means to protect privacy.”
Google released the Protected Audience API for Android, a framework for a privacy-focused on-device IDless mobile remarketing solution, following its Android Privacy Sandbox initiative and following the launch of its Protected Audience API for Chrome. With the Protected Audience API, the Android OS will facilitate the exchange of information between advertiser and publisher apps and their corresponding ad tech platforms, enabling on-device custom audience targeting.
Amit Varia, director of product management at Google, said: “We are very pleased to see AppsFlyer and Remerge using the privacy sandbox to develop solutions on Android, and look forward to continuing to work with their teams and other enterprises in the ecosystem.”
The AppsFlyer-Remerge solution enables advertisers and ad platforms to use the Protected Audience API for customized audience segmentation and privacy-conscious re-engagement, as well as advanced bidding and personalization based on privacy-conscious purchase intent triggers creation. The solution also features measurement reporting, allowing marketers and advertisers to easily understand the effectiveness of their advertising campaigns.
Advertisers can manage first-party data-created audiences directly on the AppsFlyer platform according to their own rules, or they can jointly manage audiences created by DSPs on behalf of advertisers with advertising networks (DSPs).
In addition to helping advertisers run privacy-conscious remarketing campaigns, AppsFlyer also provides DSPs with various SDK services that enable them to work within the framework of the Protected Audience API. This enables AppsFlyer to act as a “bridge” between advertisers and DSPs, allowing advertisers and DSPs to jointly create and manage privacy-conscious audiences.
Pan Katsukis, CEO and Co-Founder of Remerge, said: “Remerge is very excited to be working with AppsFlyer and Google to develop this solution and play a decisive role in the future of mobile marketing. By building this privacy-first With the new framework, businesses will be able to keep end-user personal data safe while continuing to grow their mobile remarketing business.”
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