So many regulatory and technical challenges for more data privacy have been implemented over the last years and there are more to come. Online marketers have been worried (and still are) that advertising as we know it will cease to exist. This is true, and then it’s not true: advertising will stay, but it will change and become more challenging for advertisers from a technical point of view. In this session, Christian will discuss what all these changes mean from a technical perspective. We will look at the impact on performance marketing in particular, how Google’s Privacy Sandbox should be assessed, which problems are solved and shouldn’t worry you any longer and where you should shift your focus as new challenges arise. This session will focus on Google Ads as well as non-Google networks.