What Apple & Google Privacy Changes Mean for UA in 2026
- Fátima Castro Franco
- 3 days ago
- 3 min read
User acquisition (UA) has always evolved alongside platform rules, but the past few years have been transformative. Apple’s App Tracking Transparency (ATT) and Google’s Privacy Sandbox have already reshaped how advertisers reach and measure users. And more changes are coming in 2026.
For mobile studios and marketers, understanding these shifts is essential. The future of UA isn’t about collecting more data — it’s about building smarter, privacy-resilient strategies.
Apple: The Next Phase of Privacy
Apple set the tone with ATT in 2021, restricting IDFA access. In 2026, Apple is expected to:
Tighten SKAdNetwork rules → more aggregated data, fewer postbacks.
Expand Private Relay adoption → masking IPs, making geo-targeting harder.
Increase transparency requirements → clearer disclosures around data use in the App Store.
Impact on UA:
Less granular user-level data.
More reliance on probabilistic modeling and aggregated reporting.
Higher competition for contextual placements (e.g., App Store ads).
Google: Privacy Sandbox for Android
Google’s Privacy Sandbox rollout on Android is already underway, and by 2026 it will be the default. Key features include:
Topics API → replaces third-party cookies with broad interest categories.
FLEDGE/Protected Audience API → supports retargeting without individual IDs.
SDK Runtime → limits what third-party SDKs can collect.
Impact on UA:
Retargeting becomes more restricted.
Cohort-based targeting replaces one-to-one precision.
UA teams must rely on first-party data and platform-approved APIs.
What This Means for User Acquisition
1. Contextual Targeting Comes Back
Without granular tracking, UA will rely more on context (genre, app category, ad placement) instead of deep personal profiling.
2. First-Party Data Becomes Gold
Studios that collect and activate their own user data (email, in-game behavior, loyalty programs) will gain a massive edge.
3. Creative & Formats Take Center Stage
When targeting narrows, creative quality and ad formats (playables, rewarded ads, native integrations) drive differentiation.
4. Measurement Shifts to Aggregates
Success will be judged on incrementality and modeled ROAS, not user-level data.
5. Privacy-Friendly Channels Win
Rewarded UA, influencer marketing, and owned channels (cross-promo, newsletters) thrive because they don’t rely on invasive tracking.
How to Prepare for 2026
Invest in rewarded UA → works on choice, not tracking.
Strengthen first-party data strategies → loyalty programs, CRM, cross-device accounts.
Adopt AI-driven optimization → predictive modeling helps fill gaps left by lost identifiers.
Diversify your UA mix → combine paid, organic, rewarded, and owned media.
Stay close to Apple & Google updates → adapt fast when new APIs or reporting standards launch.
Final Thoughts
Apple and Google aren’t making life easier for UA managers — but they are making it more sustainable. In 2026, the winners will be the studios that:
Build privacy-first strategies.
Embrace rewarded and contextual formats.
Use AI and first-party data to unlock new insights.
The future of UA isn’t about fighting privacy — it’s about thriving within it.
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