In the early days of the internet, tracking user behavior was straightforward, primarily facilitated by cookies — small pieces of data stored on a user’s device to remember their preferences and browsing history. Cookies enable advertisers to deliver personalized content and ads to enhance user experience and drive marketing effectiveness. However, as the digital landscape evolved, so did concerns about user privacy and data security.
In this blog post, we examine the state of Google’s Privacy Sandbox in 2025. We’ll explore its latest developments, its impact on digital advertising, and what it means for user privacy moving forward.
Online privacy: from cookies to sandbox
The evolution of online privacy has been shaped by technological innovation, user concerns, and regulatory demands. Online tracking began in the mid-1990s with the introduction of third-party cookies, which enable advertisers to track user behavior across websites. This method gradually became more sophisticated, enabling companies to build detailed profiles of users. According to research done in the University of Washington’s Security & Privacy Lab, the average website had four times more third-party trackers in 2016 compared to 1996. This growing complexity in tracking user behavior online raised significant privacy concerns.
Enter Google’s Privacy Sandbox.The primary goals of this initiative, launched in 2019, are to replace third-party cookies with privacy-preserving technologies, prevent unethical tracking methods like fingerprinting, and place user consent at the center of data collection. The Privacy Sandbox proposes tools like the Topics API for interest-based advertising and FLEDGE for on-device auctions, aiming to balance effective advertising with user privacy.
As of early 2025, the Privacy Sandbox has made significant progress. Many of its APIs have reached general availability, and Google has begun rolling them out to Chrome users. However, the journey hasn’t been without challenges. In July 2024, Google announced a reversal of its earlier decision to deprecate third-party cookies entirely. Instead, it opted to give users more control over their privacy settings, allowing them to choose whether to enable or block third-party cookies. This move was met with mixed reactions. Some have praised the emphasis on user choice, while others expressed concerns about the potential impact on privacy.
Impact on digital marketing and advertising
The Privacy Sandbox represents a significant shift in how digital advertising operates. It sets new standards for privacy while maintaining the functionality of ad-supported content. Traditionally, third-party cookies have been the core of targeted advertising, enabling marketers to track user behavior across multiple sites and personalize ads granularly. Without them, smaller businesses that rely on cost-effective digital ads may be more severely impacted compared to larger players with more resources.
With the introduction of the Privacy Sandbox and the phasing out of third-party cookies, marketers face several challenges:
- Reduced Tracking Capabilities: The limitation or elimination of third-party cookies restricts the ability to track users across different websites, making it harder to build comprehensive user profiles.
- Measurement Difficulties: Without granular tracking data, measuring the effectiveness of ad campaigns becomes more complex, potentially leading to less accurate ROI assessments.
To adapt, many are pivoting towards first-party data strategies. In other words, data collected directly from users through consented interactions like email sign-ups or purchases. This approach not only complies with stricter privacy standards, but also builds trust with users.
To optimize first-party data strategies, marketers are increasingly focusing on:
- Contextual Consent: Instead of relying on user tracking, contextual advertising targets ads based on the content of the webpage, providing relevance without compromising privacy.
- User Engagement: Brands can encourage users to share their data willingly by providing valuable content and personalized experiences. When content speaks directly to users’ interests or addresses their unique challenges, it builds trust naturally. They feel confident that their data isn’t being exploited, but is instead used to deliver tailored experiences, exclusive offers, or timely insights.
- Server-Side Tracking (SST): server-side tracking is emerging as a viable alternative for first-party data collection. By shifting data processing to company-owned servers rather than third-party scripts, SST offers more control, improved security, and compliance-friendly tracking mechanisms.
While adapting requires creativity and investment of resources, it also presents an opportunity to build more sustainable marketing approaches that respect user privacy.
Privacy Sandbox and social media
Social media platforms are often central to the privacy and data collection debate since they rely on harvesting user information to deliver tailored content and ads. Regulations like GDPR have already forced platforms to rethink their data practices by emphasizing transparency and user consent. The Privacy Sandbox adds another layer of complexity.
With the introduction of the Privacy Sandbox’s heightened privacy standards, these platforms need to implement significant changes:
- Enhanced User Consent Mechanisms: Platforms are implementing more transparent and user-friendly consent processes, so users are aware of how their data is being used and have control over their privacy settings.
- Shift to First-Party Data: Social media companies are emphasizing the collection and utilization of first-party data, encouraging users to share information directly with the platform through engaging content and interactive features.
- Adopt Privacy-Preserving Technologies: Many platforms are exploring technologies like differential privacy and on-device processing to analyze user data without exposing individual information.
Platforms like Facebook and Instagram are exploring ways to align with these new standards while maintaining their ad revenue streams. For example, they may leverage first-party data collected within their ecosystems or adopt APIs from the Privacy Sandbox for interest-based advertising. However, these changes could limit third-party advertisers’ access to granular audience insights.
User consent remains central. Social media platforms now require explicit opt-ins for data collection, making it easier for users to manage their privacy settings. While this empowers users, it also challenges advertisers to find innovative ways to engage audiences without invasive tracking.
The right to be forgotten and Privacy Sandbox
The “right to be forgotten,” established in regulations such as the GDPR, grants individuals the ability to request their personal data be deleted from organizations that are processing it digitally. This right is particularly relevant in the context of the Privacy Sandbox, which aims to enhance user privacy by limiting data collection and tracking.
The Privacy Sandbox emphasizes on-device data processing and reduced cross-site tracking aligns with the principles of the right to be forgotten. By minimizing the amount of personal data stored and shared across the web, it becomes easier to honor data erasure requests. While the initiative reduces individual tracking by anonymizing user data into cohorts, it may complicate privacy compliance with erasure requests since aggregated data is harder to isolate.
However, challenges remain in balancing privacy rights with public information. While users have the right to request the deletion of their data, that may conflict with the public’s right to access information, especially when it comes to matters of public interest.
For example, if a user’s data contributes to a cohort used for targeted advertising, it could be challenging to remove that individual’s data without affecting the cohort’s integrity. Questions therefore arise about balancing individual privacy rights with broader operational needs.
Google’s collaboration with regulators aims to address these concerns by making new standards that respect both privacy rights and freedom of information. Achieving this balance will require ongoing dialogue between tech companies, regulators, and advocacy groups.
The user perspective: empowerment or confusion?
From a user perspective, enhanced privacy measures like those in the Privacy Sandbox offer clear benefits: reduced tracking, greater control over personal data, and fewer risks of data breaches. These changes empower users by giving them more say in how their information is used.
However, they also introduce potential challenges. The technical nature of privacy mechanisms can be confusing for the average internet user, and concepts like topics or audience APIS may be difficult for users to grasp. Without proper education and transparency, users might feel overwhelmed rather than empowered.
Educating users about their privacy rights, how to manage their data, and the implications of their choices is crucial for bridging this gap. Initiatives aimed at improving digital literacy can empower users to better navigate the online world and make informed decisions about their privacy. Companies that take this into consideration will further build trust with their audience and create an even greater competitive advantage.
Looking ahead: what’s next for privacy and media
As online privacy continues to evolve, several key trends are shaping its future. Stricter regulations, inspired by frameworks like the GDPR, are being introduced worldwide to prioritize user consent and transparency.
At the same time, emerging technologies such as federated learning and differential privacy are redefining how data is securely processed, offering alternatives to traditional tracking methods. Industry collaboration is also playing a role, with initiatives like Google’s Privacy Sandbox demonstrating the importance of collective efforts between companies and regulators in setting new privacy standards. These developments signal a shift toward a digital ecosystem that balances personalization with user protection, setting the stage for a new era of online privacy.
For marketers and advertisers, staying ahead of these trends is essential. Embracing a Privacy-Led Marketing approach, investing in first-party data, and exploring new technologies will be vital to success as regulations and expectations continue to evolve. Collaboration between industries, policymakers, and tech companies will also play a crucial role in shaping a future where privacy and personalization coexist harmoniously.
While the transition from third-party cookies to more sophisticated measurement systems presents challenges, it also offers an opportunity to rebuild digital marketing on a foundation of trust and transparency. By prioritizing user empowerment and ethical practices, businesses can thrive while respecting the growing demand for online privacy.