Weekly Recap: App Installs, Googles Privacy Sandbox and Brand Safety
US App Installs and User Sessions
Despite a drop in installs, overall good news for app revenue
Aligned with the overall global trend, as users remain at home, in-app consumer spend climbed by a further 16% this week and a substantial 78% since week 4 (Mar 17-23). Conversely, with the main peak happening in April, the non-organic install rate continues its fall, dropping 16% this week and 32% since week 4.
News drops in sessions
As coronavirus dominates news headlines, no news might be the best news for saturated readers. The last two weeks were not the first to see a drop in interest; app usage was down 15% since week 4 following a 22% jump in previous weeks; the number of new users plummeted (NOI -80% and organic -40%).
Google’s Privacy Sandbox update
Precise targeting without cookies? Google is ready to start the trial of its Privacy Sandbox which will replace the third-party cookie in Chrome. Rather than using a pseudonymous identifier for each individual user, instead, machine learning algorithms will be used to group people into audience segments based on their behavior. Advertisers will then target users in the RTB ecosystem, based on common interests,
These experiments will require the collaboration of DSPs, SSPs, and other adtech parties. Updates to follow!
Google’s Privacy Sandbox comprises of five main browser APIs: Trust Token API, The Privacy Budget API, Conversion Measurement API ,Federated Learning of Cohorts (FLoC), & Two Uncorrelated Requests, Then Locally-Executed Decision on Victory (TURTLEDOVE)
Brand Safety Woes
- There has been an 85% increase in security risks
- 200% increase in ads related to face masks