UNDERSTANDING THE BEFORE AND AFTER OF PRIVACY-FORWARD SOLUTIONS

In our first Privacy Game-Changers piece, we explained how Privacy-Enhancing Technologies (PETs) are a game-changer for digital advertising. In the second piece, we moved onto helping you assess the impact of identity signal loss. To close out the series, we focus on how critical advertising use cases — remarketing, attribution and incrementality, and audience segmentation — have worked historically and how they can work with PETs and privacy-forward practices. With thanks to the Privacy Sandbox team for their support (on the first and third modules), we hope you find this useful!

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(Originally posted May 6, 2025; updated June 6, 2025)