As consumer expectations around digital privacy continue to evolve, app publishers must adopt new strategies and tools to ensure sustainable growth. To support this, Google is introducing privacy-first solutions designed to help app publishers of all sizes adapt to industry changes while driving business success. We’re excited to unveil a new suite of features that empower you to build trust with effective consent management and unlock revenue potential by leveraging your first-party data.
Foster Trust with Transparency
Building trust is key to maintaining strong relationships with your users. Research reveals that 91% of people expect brands to be transparent about how they use collected data.
Google AdMob offers tools designed to support user choice and enhance transparency:
- Consent Management Solutions: Manage app users’ privacy preferences for various regulations using Google’s consent management tools or a certified Consent Management Platform (CMP).
- Privacy Control Options: For greater privacy control, utilize ads personalization settings in the Privacy & Messaging tab. Alternatively, you can pass user privacy preferences via the new Publisher Privacy Treatment API using your custom workflow.
Deliver Value with First-Party Identifiers
First-party identifiers are essential for maintaining core ad functionality that third-party device IDs previously enabled, such as frequency management and ad personalization — all while respecting user privacy.
To support this, Google has introduced Publisher First-Party ID for apps (previously known as Same App Key). This identifier, generated by AdMob, automatically enables personalized ad serving when third-party device IDs are unavailable. It is unique to the publisher and corresponds only to users on your properties. Additionally, Publisher First-Party ID respects user privacy settings to help manage regulatory compliance.
To enhance this functionality, we’re developing new solutions that enrich Publisher First-Party ID for a more personalized ad experience. One such feature is User Insight Surveys, which allows you to better understand user preferences by displaying surveys through standard rewarded ad units.
Unlock Value with App Analytics Connection
Another powerful way to harness first-party data is through App Analytics Connection. This feature links your first-party analytics data — such as user activity and purchase events — to the Publisher First-Party ID for improved ad personalization. App Analytics Connection is fully integrated with Google Analytics for Firebase, simplifying the process for publishers.
Publishers testing these solutions have seen promising results:
Kiel LeBaron, Sr. Director, Ad Monetization, Jam City
“We were particularly interested in user insight surveys, which allow us to generate first-party data while players engage with our games. This helps us personalize ad serving without relying on third-party tracking IDs. AdMob’s commitment to first-party data solutions reassures us that they will continue developing durable strategies to support our monetization goals.”
Diogo Branco, Head of Ads Monetization, MiniClip
“Our team has been focused on finding new ways to unlock revenue growth with less reliance on third-party identifiers. Early results from AdMob’s solutions, like app analytics connection and user insight surveys, have been encouraging. These features are enabling us to adopt a first-party data strategy that enhances our revenue potential.”
Both User Insight Surveys and App Analytics Connection are currently in beta and will soon be available to more AdMob publishers. Contact your account manager or stay tuned to AdMob updates for further details.
Control Activation for First-Party Data
Ensuring app publishers have control over how their first-party data is utilized is crucial. AdMob provides flexible options to help you manage and activate your data in ways that align with your business goals.
With the new Identity Tab in the Ads Activity report, you can easily compare the performance of Publisher First-Party ID against other ID types. Additionally, the new Publisher Data Tab allows you to test the effectiveness of various first-party data features with simple toggles, giving you greater control over your data strategy.
First-party data presents app publishers with a valuable opportunity to unlock long-term revenue potential while maintaining user privacy. We remain dedicated to developing innovative and sustainable solutions that support your growth objectives.
