Remerge and Verve Group are among the first mobile DSP/SSP partnerships to work with Google on building and testing the Android Privacy Sandbox.
The companies came together to explore the integration of the Privacy Sandbox in real-world use cases, using Remergeās demand-side platform (DSP) capabilities and Verve Groupās on-device SDK.
Running a successful ābidding proof of conceptā test
Explaining how the test worked, Luckey Harpley, Remergeās Staff Product Manager, said:
āWe set up a test in the form of an on-device, single seller, single buyer auction using the Sandboxās Protected Audience API (PaAPI). With an emulated device and Verve Groupās test app and SDK, we joined the device to a Remerge custom audience via custom audience delegation. Verve Group initiated an auction which Remerge won, allowing us to successfully render a banner ad via Verve Groupās SDK.ā
Gaylord Zach, Head of Mobile Product at Verve Group, added:
āWe also initiated efforts to address āfrequency cappingā within PaAPI. The absence of advertising IDs presents a challenge for implementing frequency capping on the buy side, as actual user information is unavailable ā so frequency capping will be transitioned to the device level to ensure effective control and management of ad exposure.ā
Positive signs for the Android Privacy Sandbox rollout
The test marks a major milestone in the Android Privacy Sandbox rollout and highlights the progress industry players are making:
āThis is great validation for all parties involvedā, said Luckey. āNot only does it prove that our products work, but it shows that the Privacy Sandboxās APIs are working too ā which is evidence that in-app retargeting will continue to thrive in the privacy-first era.ā
Gaylord stated:
Ā āFor us, the test symbolizes a collaborative effort towards innovation, privacy, and industry progress. The successful execution of these tests demonstrates the feasibility of integrating Privacy Sandbox technologies into real-world applications.ā
Check out the full interview for more insights
Read the full interview with Remerge and Verve to learn more about their progress with on-device bidding, and get industry perspectives from both the sell side and buy side.