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Drive ad performance in a privacy-first world

Higher expectations for privacy are changing the way marketers reach their audiences and measure results. This is a guide to measuring and driving ad performance with the right strategy and solutions, all with privacy in mind.

Three Ad browser windows showing optimization, measurement, and performance behind a blue Google Safety Center shield.

Making ads useful, relevant, and more secure

At Google, our goal is to enable an ad-supported, open internet that creates opportunities for businesses to grow, while respecting people’s preferences for privacy. That’s why we approach our products, programs, and partnerships with a long-term privacy lens that’s focused on adapting to a changing, complex environment.

Learn more about our commitment to privacy

The changing digital ads ecosystem

We recommend researching which privacy regulations apply to your business and seeking legal counsel to stay up to date on the evolving regulatory landscape in your market.

  • Consumer Expectations

    People want to be in control of their data and expect it to stay secure, private, and unexploited.

  • Regulations

    Lawmakers around the world are putting comprehensive data privacy laws in place to give control to internet users and to protect user data.

  • Platform changes

    Browsers and mobile operating systems like iOS and Android are shifting away from tracking people across sites and apps by restricting third-party cookies and identifiers.

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Build your privacy-first Google Ads strategy

Taking steps to be privacy-ready can be daunting. Google is here to help you continue to drive advertising performance while protecting people’s privacy. With the right strategy and privacy-preserving technologies in place, you can continue to reach customers with relevant ads and measure the results – even when relying less on third-party cookies.