Swaarm launches advanced privacy suite for user acquisition
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If you’ve watched mobile gaming in the past couple of years, you’ll have noticed that privacy and targeted advertising don’t go well together. But Swaarm is moving on to its second generation of user acquisition technology — the Swaarm Advanced Privacy Suite (APS) — with a focus on privacy.
Normally, the more you know about an individual, the better you can target ads at them. But Berlin-based Swaarm foresaw what would happen when Apple proposed privacy restrictions for third-party ads in mid-2020 and then implemented the change in the spring of 2021.
And so it came up with privacy-enabled user acquisition technologies where advertisers can target groups of people, rather than individuals. That is one reason Swaarm, which was founded in October 2020 after the changes were announced, has been able to grow its business.
How it works
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Swaarm’s APS solution ensures the user’s privacy is respected while ensuring campaigns are measured and monitored accurately. On both iOS, Android, and on the Web, the data that Swaarm tracks is always attributed to campaigns or traffic sources and not to individual user profiles.
APS uses no third-party cookies or device identifiers, ensuring that data collected by one advertiser can never be correlated to data collected by other advertisers making user profiling impossible.
The technology behind it relies on assigning cohort tokens to large statistically significant user groups (think users with iOS
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