AppsFlyer unveils Attribution Reporting API integration for Android Privacy Sandbox

AppsFlyer has officially introduced its Attribution Reporting API integration for Google Privacy Sandbox for Android, along with Unity ads. Developed in close collaboration with Google’s Android Sandbox team, this new technology promises to revolutionize the way marketers navigate user privacy while optimizing ad performance. The phased global rollout of AppsFlyer’s Attribution Reporting API integration brings a powerful new tool to the market, allowing brands to leverage privacy-compliant analytics.

Building on the foundation of the web-based Chrome Privacy Sandbox, this Android-based initiative introduces APIs designed to support personalized advertising without the need for user or device identifiers. AppsFlyer’s platform now offers a method for measuring app installs using Google’s Privacy Sandbox Attribution Reporting API. Marketers can also expect this integration to enhance ad spending strategies, enabling more accurate campaign measurement, retargeting efforts, and audience engagement without compromising user privacy.

“In an era where privacy is paramount, managing frameworks like the Privacy Sandbox on Android poses new challenges for marketers,” said Roy Yanai, AVP Product, Measurement at AppsFlyer. “Google’s transparent approach in developing this framework, with input from industry leaders, is setting the stage for long-term privacy solutions. At AppsFlyer, we are dedicated to building robust infrastructures that support this shift and simplify the marketing experience for our clients.”

The adoption of Privacy Sandbox on Android is expected to address common marketing hurdles, including the loss of signals caused by changes to GAIDs and the fragmentation of data across networks. AppsFlyer’s solution will streamline data integrations and ensure consistency in campaign metrics, eliminating the need for complex manual processes. With over 10,000 tech and media partners already integrated into AppsFlyer’s platform, this new development further strengthens the company’s role in enabling effective and scalable marketing.

“We’re thrilled to see AppsFlyer and Unity Ads leading the charge with solutions built on Privacy Sandbox for Android,” said Jolyn Yao, Google’s Head of Measurement Products for Privacy Sandbox. “We look forward to continuing our collaboration with AppsFlyer and other ecosystem partners to support marketers through these changes.”

Unity Ads, a key partner in this project, plays a critical role in streamlining the attribution process for advertisers and ad networks. As a design partner for AppsFlyer’s Sandbox Integration, Unity Ads will be the first to leverage this new framework, offering its customers a more comprehensive view of ad performance.

“As Google’s Privacy Sandbox evolves, we’re proud to work alongside AppsFlyer and Google to ensure advertisers are equipped for the future,” said Oren Hod, Senior Director of Product at Unity. “Our partnership will help advertisers stay ahead of these changes and optimize their marketing efforts.”