How advertisers can prepare for the Privacy Sandbox rollout

While the full transition may not happen soon, now is the time for advertisers to prepare for the Android Privacy Sandbox rollout – if they want to remain competitive. By collaborating with partners, participating in beta testing, and staying informed on the latest developments, advertisers can succeed when Google’s new privacy-centric framework becomes the standard for Android.

In episode 3 of App Privacy Unboxed, Luckey Harpley outlines what advertisers can do ahead of the 2026 launch. Watch the video below and read on to hear more from Luckey.

One of the first steps you can take is to find and work closely with partners who are deeply involved in developing the Android Privacy Sandbox. This includes mobile measurement partners (MMPs), supply-side platforms (SSPs), and demand-side platforms (DSPs). These partners can provide valuable insights into how the Android Privacy Sandbox will affect ad targeting, measurement, and retargeting, and help you navigate the technical changes.

At Remerge, we’ve been proactive in developing the Android Privacy Sandbox solutions and are working closely with Google and other industry players. We’ve conducted Custom Audience delegation proof-of-concept tests with Adjust, Appsflyer, and Singular, which will drive retargeting functionality in the Android Privacy Sandbox. Additionally, we’ve run on-device bidding tests with our partners at Verve, which will enable advertisers to bid on users in a privacy-preserving way. And on the measurement side, we've run successful tests with Adjust and Appsflyer closing the retargeting loop. This early involvement gives us a strong foundation to help advertisers navigate the transition smoothly.

Many MMPs and SSPs already have their Beta-SDKs ready, so it’s important to start testing these now. Early testing allows you to become familiar with how the new technology works and gives you the chance to provide feedback that could shape the final product. By testing these new solutions, you’ll be best prepared for the widespread adoption of the Android Privacy Sandbox in the coming years.

The Android Privacy Sandbox won’t be fully ready till around 2026 but much of the foundational work is done, and many of the required technologies are already in place to enable early testing. The proof of concepts that Remerge has been part of have demonstrated that the framework works; it’s now about scaling and refining everything. 2025 will be an important year for testing, as supply increases. Right now, advertisers have a unique opportunity to get ahead by kicking off conversations with their partners.

Although 2026 may seem far away, the transition to the Android Privacy Sandbox will significantly impact how you target and measure your programmatic advertising campaigns. The earlier you get involved, the fewer surprises you’ll encounter. Start by contacting your advertising partners to understand their current plans for the Android Privacy Sandbox, and explore how you can begin testing the new Beta-SDKs.

In short, now is the time to act. Reach out to your MMPs, supply partners, and other stakeholders to ensure you’re part of the development process. By taking these steps, you’ll not only prepare for the Android Privacy Sandbox but also maintain your competitive edge in an evolving digital landscape.

Remember, when it comes to the future of digital advertising, you want to be at the table, not on the menu.

Check out episode 1 to learn how the Android Privacy Sandbox APIs work and episode 2 for an explainer on how measurement will change as part of this new privacy framework.