• AppsFlyer, a mobile data analytics platform, has partnered with multinational technology firm Intel to develop AppsFlyer privacy cloud.  According to the firm, this would represent the next phase of the firm’s evolution, which would allow customer data to be ingested from multiple sources in a privacy-preserving manner.

• The privacy cloud will run on homomorphic encryption (HE); a new technology providing end-to-end encryption for sensitive data. HE allows computations to be carried out on encrypted data from multiple sources without compromising end-user privacy. AppsFlyer will utilize Intel’s 3rd generation Intel Xeon Scalable platform in order to speed up computations and analytics run on the HE system.

• According to AppsFlyer’s users, the privacy cloud allows analytics on marketing campaigns to be conducted on Facebook ads despite the new privacy restrictions on Facebook’s advanced mobile measurement (AMM) program introduced in October 2021.

• The firm states that this represents a long-term partnership with Intel where the firm expects to migrate parts of the privacy cloud to a zero-trust cryptography solution once it becomes widely available.  

<ul><li> Analyst QuickTake: Given the challenges to mobile marketing brought about due to data deprecation and changes to privacy regulation, such as Facebook's AMM program, it is likely that partnerships and investments, which leverage new technologies such as the HE system’s, would become more commonplace. Similarly, Permutive, a Customer Data Platform (CDP) built on edge technology (technology that allows for on-device processing), had noteworthy fundraising last month to further develop its platform .</ul>