BlueSky Thinking Summary

The new Privacy Sandbox that Google is gearing up to release is very important because later this year, it will become increasingly worried about consumer privacy.

The idea is to replace the affected third-party cookies with an overall vision that would balance targeted advertising on Google Chrome and robust privacy protections in compliance with worldwide regulations, like the GDPR and Apple's ATT framework.

Bigger companies may boom off their first-party data advantage, but smaller, more dependent players are left with bleak prospects.

As noted by Guy Aridor, research shows that not much revenue impact will be experienced after the enforcement of both GDPR and ATT, which affected small advertisers most.

It is to be hoped that targeting within the Sandbox based on cohorts will reduce these challenges.

As the digital flows beyond, the future of advertising is being able to bend to these shifting regulatory and technological gales, balancing consumer privacy with business viability.

With Google's Privacy Sandbox on the verge of changing the very manner in which digital advertising is done, a future that maintains a delicate balance between rights entwined with privacy and those entwined with marketing is going to be defined.