This whitepaper examines the shift toward privacy-focused digital advertising and the impact of Google’s Privacy Sandbox on the AdTech industry. It explores how third-party cookies have traditionally enabled user tracking but have also raised significant privacy concerns among consumers, regulators, and technology providers. The paper discusses how Google’s Privacy Sandbox introduces new approaches that support targeted advertising while enhancing user privacy and reducing reliance on third-party cookies. It evaluates the benefits, challenges, and implications of these changes for advertisers, publishers, and technology platforms. Additionally, the whitepaper presents practical alternatives to cookie-based tracking and offers guidance for adapting advertising strategies in a privacy-first

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