User Acquisition using Android Privacy Sandbox

Abstract

The thesis proposes a solution for a case company on how to respond to Google’s project called Android Privacy Sandbox (APS) that is supposed to change the way how mobile advertisement works from both, technical, and product offerings perspectives. For years, companies similar to the case company relied on the exact user profile tracking and outcomes matching of the advertisements and their outcomes, making User Acquisition and Retargeting campaigns optimizations of incredible quality and accuracy. With the introduces APS, the companies across the industry would have to re-think their attribution, user acquisition models, their machine learning tech stacks, and finally, their product offerings. This thesis proposes a way of addressing such a drastic change for a case company, while keeping a healthy balance of Research And Development investments and current product development operations.

Theoretical and practical elements combined, the thesis gives a complete overview of the problem of the Android Privacy Sandbox, including risk mitigation, technological challenges, business-related issues, and the way of how all of the above could be holistically addressed on the most efficient way.

The outcome of the thesis is a proposal of a guidance, that explains how the case company should act while facing these privacy-centric industry shifts across Android Privacy Sandbox changes, how the case company should allocate resources, what technology stacks need to be updated, and what the key investments should be focused on. The proposed approach also considers existing business processes, problems, for example, billing and reporting issues that appear within the APS project, and priorities. As a result, the thesis proposal enables the company for a smooth transition towards privacy-centric User Acquisition advertisement offerings.