In today's ExchangeWire news digest: Google extends plans to limit data tracking to apps on Android-based smartphones; Amazon reaches a global truce with Visa over credit card fees; and Spotify purchases Podsights and Chartable in double acquisition.

Google to limit data tracking on Android-based smartphones

Google have extended their plans to limit data tracking on their Chrome browser to also cover apps on Android-based smartphones, currently used by around 85% of smartphone owners worldwide.

The plans fall under Google’s ‘Privacy Sandbox’, which is intended to reduce the amount of data advertisers can collect from users. Google have already committed to phasing third-party cookies out of Chrome by 2023.

The extension of their Privacy Sandbox is not Google’s first attempt to establish alternatives to third-party cookies; their initial proposal, Federated Learning of Cohorts (FLoC), attempted to anonymise users by assigning them to groups with similar browsing histories. FLoC was poorly received by both privacy campaigners and advertisers, and swiftly replaced by Topics in January 2022.

Detailing the decision to extend their Privacy Sandbox to Android apps in a blog, Google explained that the company is working on solutions that will curb the collection and sharing of users’ data and "operate without cross app identifiers.” The identifiers mentioned include advertising ID, which apps use to collect data from smartphones, and which Google intend to keep in place while they work “with the industry” to establish a new system.

The Competition and Market Authority (CMA), which has continuously scrutinised Google’s approach to implementing new, privacy-focused systems, said of the announcement, "We will continue to monitor this closely and engage with Google on the nature and detail of its proposals."

Amazon agrees to global ‘truce’ with Visa, ending credit card fee dispute

Amazon has reached a global agreement with Visa, bringing an end to a dispute between the two companies over credit card fees. The truce will allow UK-based Amazon customers to continue using Visa credit cards on the site, with Amazon also agreeing to drop a 0.5% surcharge on Visa card transactions in Singapore and Australia.

The settlement follows Amazon’s decision to abandon their plans to stop accepting Visa credit cards in the UK, just two days before the changes were due to take effect. Over the last few months, the international e-commerce company has piled pressure onto Visa to lower their fees, highlighting growing frustrations from the retailer over the costs major card networks implement as standard.

Speaking to CNBC, an Amazon spokesperson said, “We’ve recently reached a global agreement with Visa that allows all customers to continue using their Visa credit cards in our stores. Amazon remains committed to offering customers a payment experience that is convenient and offers choice.”

Visa also commented on the agreement, expressing that their deal with Amazon would allow the companies to collaborate on “new product and technology initiatives to ensure innovative payment experiences for our customers in the future.”

Spotify buys Podsights and Chartable in double acquisition to expand podcasting business

Spotify have announced the double acquisition of podcast advertising service, Podsights, and Chartable, an analytics platform. Spotify have stated that these purchases are intended to simultaneously boost podcast measurements for advertisers, while advancing insights for publishers.

Describing measurement and attribution as the “biggest unsolved challenges for podcast advertisers,” Spotify has claimed that the acquisition of Podsights will provide more accurate measurements on a global scale. According to a post by Podsights’ founder, Sean Creeley, the company has helped over 1,200 companies scale their advertising and measured $85m (£62.2m) in Q4 2021.

Speaking of the deal, Spotify stated, “With the acquisition of Podsights, Spotify will be able to help advertisers understand how podcast ads drive actions that matter to their businesses.”

“Over time, we plan to extend these measurement capabilities beyond podcasts to the full scope of the Spotify platform, including audio ads within music, video ads, and display ads.”

In turn, the acquisition of analytics platform Chartable is intended to bolster the capabilities of Megaphone, the podcasting app purchased by Spotify in November 2020. Spotify has stated that they intend to integrate the promotional tools and audience insight Chartable can offer into Megaphone’s existing features, making it “easier for publishers to turn audience insights into action and expand their listenership while ultimately growing their businesses.”

Also in the news:

Pubstack Announce 'State of Programmatic and Evolution Perspectives for 2022' Webinar

VIOOH & JCDecaux’s Programmatic Digital Out of Home Offering Takes Off at US Airports