AppsFlyer announced it is collaborating with Intel to build the AppsFlyer Privacy Cloud. The AppsFlyer Privacy Cloud allows multiple entities to safely bring their data together based on their own business logic, guidelines and privacy requirements while leveraging a privacy-preserving tech stack including Aggregated Advanced Privacy (AAP), Aggregated Conversion Modeling (ACM), Data Clean Rooms, privacy preserving cryptographic solutions, Predictive analytics, and others.
AppsFlyer is collaborating with Intel to leverage the hardware-enhanced crypto acceleration in Intel’s 3rd Generation Intel Xeon Scalable platform to significantly speed up computation for the Privacy Cloud’s high performance advanced homomorphic encryption (HE) applications.
Sanjay Trisal, General Manager of India, Southeast Asia, and Australia, New Zealand, AppsFlyer, “APAC consumers have become more guarded about their personal data and information while navigating apps – In the Indian Subcontinent, 69% of them were concerned about data collection when it comes to mobile apps. With the recent iOS update, 46% of app users opted in for tracking, demonstrating a shift towards greater privacy. This trend has posed a huge challenge for app marketers in measuring app usage and activities. AppsFlyer is the first mover to help marketers adapt, while accelerating this crucial ecosystem transition. Our partnership with Intel will enable brands to fetch better insights while championing a privacy-centric marketplace for consumers. This move is significant for leading app markets like India where categories like Fintech are fast growing. The sweet spot between user-experience and privacy will provide a win-win for app marketers and consumers in 2022 and beyond.”
“The AppsFlyer Privacy Cloud is a natural next step of our current offering and our long-term vision,” said Oren Kaniel, CEO and Co-Founder, AppsFlyer. “AppsFlyer’s unique positioning means that we have a responsibility to carry out during these major ecosystem shifts. Cryptographic solutions such as HE could be a huge step forward for privacy led measurement, revolutionizing how brands gain insights. We’re thrilled to be working with Intel on this technology to make it a reality for our customers, and the entire ecosystem.”
AppsFlyer’s Privacy Cloud is a trusted open platform for innovation that enhances end-users experience while preserving their privacy when using any connected device, on any platform, app store, OS or browser. Within the Privacy Cloud, platforms, app stores, ad-networks, and app developers will be able to define their own Privacy Cloud Applications (PCA) based on their business logic, privacy guidelines and tech stack.
Homomorphic encryption (HE) is a powerful new technique for enabling computation and collaboration on private and sensitive data through end-to-end encryption. It is an emerging form of encryption allowing private data computation without the need to decrypt the data. HE enables computing on always-encrypted data, resulting in enhanced privacy preserving capabilities. HE offers developers and brands a way to collaborate and gain insights across organizations, without compromising their end user privacy. Intel’s platform improves performance to support end-to-end data encryption.
This is a long-term ecosystem collaboration AppsFlyer and Intel will be investing in, and once it becomes widely available, AppsFlyer will be able to migrate parts of the Privacy Cloud Data Clean Rooms to a zero-trust cryptography solution, while preserving backward compatibility interfaces.
“Homomorphic encryption is a powerful new tool, which will enable AppsFlyer’s partners and customers to gain valuable insights while maintaining a very high standard of user privacy,” said Nir Peled, general manager, Private AI and Analytics, Intel. “Our collaboration with AppsFlyer is a step toward the future of privacy preserving computing.”
