AdTech Bytes #23 - Do they really care about your privacy?

Working in Adtech is like being in a Vegas casino. You get a shot of making money but remember - the house always wins. The house makes the rules. The house tweaks the rules. Your odds might improve but the odds of the house winning always remain the same - 100%.

A lot has happened this year that’s impacted everyone in Adtech - be it publishers, advertisers, DSPs, or SSPs. Let’s recap the big headlines -

The list is far from being exhaustive. Now before I begin with this week’s topic, check the screenshot below. I am adding this because I completely agree with Jay here, but do let me know if you have a different opinion.

I might sound despairing here but in an attempt to make a privacy-first internet, everyone from Google to Apple is making new rules that are rarely in favour of anyone else except them. I had covered this earlier in AdTech Bytes. If there was a possibility of an ATT for Android in the future. Well, maybe we aren’t that far from that.?

Have a look at it yourself.

Here’s what we know so far. The new Developer Program Policy outlines new changes to how user data, personal information, consent requirement, and data privacy would look like. Every app needs to implement these changes by August 2021. Let’s look at some of these changes -?

1. Limit the access, collection, and sharing of sensitive user data such as location, contacts, payment information, SMS, etc.
2. Provide in-app disclosure of how user data will be collected, used, and shared, and not only in the privacy policy on website or app description.
3. Request user consent and only access or collect sensitive data after consent has been given explicitly.
4. New App Set ID which cannot be linked with any other Android identifier or personal data for advertising purposes.

There were speculations that Google would take a “measured approach” and not implement ATT like Apple but what we have right now is no different. Though this move by Google does help in removing a bunch of fraudulent apps and gives users more control at the same time, it is not less than a nightmare for app developers and advertisers. While almost everyone is figuring out iOS 14, this only adds up as another reason for worrying.?

What do you think? What's more to come?