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Introducing The AppsFlyer Privacy Cloud: Maximizing customer experience and privacy through ecosystem collaboration

By Oren Kaniel
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The last 20 years introduced radical changes for mankind with the evolution of the Internet. Connected devices make it possible for anyone and everyone to access information, education and entertainment, as well as to communicate in unprecedented ways which have become central to our lives.

The web revolution was made possible through ecosystem interoperability and collaboration between a wide variety of companies and platforms. These collaborations have been dependent on industry standards and technologies such as cookies on the web, and identifiers on mobile which are based on user-level data exchange. These enable the digital experiences we know and love today, and also introduce privacy concerns. 

How did the market become addicted to individual user-level data? Well, simply because there was no alternative.

Is there a better way to enhance ecosystem collaboration and maximize both experience and privacy, without exchanging user-level data? 

We believe that the answer is yes.

Today we are excited to share the next stage in our vision of enabling a better, safer digital experience: the AppsFlyer Privacy Cloud. 

The AppsFlyer Privacy Cloud introduces a trusted open platform for ecosystem collaboration and innovation with a clear mission: Enhancing end-users experience, while preserving their privacy.

The AppsFlyer Privacy Cloud allows companies to collaborate by safely bringing their data together without sharing individual user-level data with each other, while still gaining critical decision-making insights. Our goal is to maintain the great value and customer experience currently enabled by the use of cookies and identifiers, without the privacy concerns.  

The AppsFlyer Privacy Cloud will enable the ecosystem to innovate on various privacy-preserving technologies, and will introduce a new level of collaboration and interoperability that was not previously possible. Platforms, ad-networks, tech partners, and app developers will be able to define their own Privacy Cloud Application (PCA). Each PCA will be based on a data clean room, defining its own business logic, compliance, and data governance, as well as leveraging privacy-preserving technologies such as Aggregated Advanced Privacy, Predictive Analytics, Incrementality lift measurement, Audiences, and Aggregated Conversion Modeling (coming soon).

In fact,  our existing Aggregated Advanced Privacy-based integrations, including the ones with Facebook, Google, Twitter, Snap, are already built on data clean room concepts, making it one of the largest, independent, data clean room implementations in the world. 

The world’s leading brands and partners are already leveraging our Data Clean Room solutions for the future of privacy-preserving data collaboration, and we are welcoming everyone to join. 

user privacy vs. user experience

In addition to the current Privacy Cloud offering, we are also working on long-term, privacy-preserving cryptographic solutions such as Homomorphic Encryption (HE) and Private Set Intersection (PSI). 

AppsFlyer + Intel: Privacy-preserving cryptographic technologies

We have been researching these technologies for a while, and today we are extremely excited to announce our long-term collaboration with Intel to accelerate these solutions. While HE and PSI are not yet ready for large-scale computation, this is a long-term investment that we’re positive will yield incredible results for our ecosystem in the future. 

Once these technologies become widely available, we will be able to migrate parts of the AppsFlyer Privacy Cloud’s Data Clean Rooms to a zero-trust cryptography solution, while preserving backward compatibility interfaces. [Read more here]

Privacy Cloud: Nir Peled - quote

Another step in AppsFlyer’s evolution, a giant leap for privacy, customer experience and the internet

Our consistent unbiased and independent positioning, created trust around the AppsFlyer platform. For over a decade, this trust has been enabling collaboration across brands, ad-networks, platforms, agencies, and the entire ecosystem, while minimizing the exposure of business-sensitive or individual user data.

As a trusted market leader, it is our responsibility to ensure we’re constantly doing the right thing for the end-users and the ecosystem. We believe that focusing on the end-users will enable us to provide the ultimate solutions in the long term. 

It inspires me to see the 1,300 people of AppsFlyer waking up everyday, asking themselves: “how can we enable a better, safer and more private digital experience to everyone, including our family members, our children, and our communities around the world?

Focusing on the end-users has been our northern star. It helped us define three pillars critical for end-users: User experience, Privacy, and Safety. They guide us in every choice we make and have been pivotal in planning the AppsFlyer Privacy Cloud.

In the last few years, we’ve been thinking a lot about what the web will look like in the future. While Facebook (and many others) have been sharing their own vision of the metaverse, no one really knows how it will evolve. One thing we can all agree on, is that the future of the internet, or the metaverse, is dependent on interoperability and collaboration of the entire ecosystem. The AppsFlyer Privacy Cloud vision is to enable this ecosystem collaboration to maximize customer experience, value, safety, and privacy. 

I’d like to thank our customers, our 9,000 partners, and the entire ecosystem for the trust over the past 10 years. We will continue to stay committed to our mission to ensure the internet stays private, safe, and open for innovation. 

App developers, partners, ad-networks and publishers – to get ready for the privacy-centric future, and hear more about how the Privacy Cloud can help you enhance your customers’ value and experience while preserving their privacy Sign up here.

Thank you, 

Oren

“AppsFlyer’s Privacy Cloud is perfectly integrated with FunPlus’ BI system and runs smoothly every day. With AppsFlyer’s Privacy Cloud, we’re able to get more insights into our campaign’s performance and conduct more precise campaign optimization. We look forward to collaborating further with AppsFlyer on privacy preserving technologies.”

Sia Wang, Product Manager of Ad Tech

Oren Kaniel

Oren Kaniel is co-founder and CEO of AppsFlyer. He loves everything mobile and is a creative thinker, listener, talker, and is trying to be a blogger. Oren holds a BA in Computer Science, Cum Laude, from the Technion, and an MBA from IDC, as part of an exchange with the Wharton Business School.

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