In a move reflecting the rapidly changing strategies of digital advertising, Google has unveiled a series of enhanced privacy and measurement features aimed at marketers and app developers. The updates come as the industry continues to grapple with growing consumer concerns around data privacy and the ongoing shift away from third-party cookies.

A ‘Privacy-Ready’ Data Focus

Google’s updates focus on supporting what it dubs “privacy-ready data,” giving marketers new strategies as the company advances its multi-year Privacy Sandbox initiative. “We’re evolving our products with privacy at the core—helping businesses build enduring customer relationships while respecting people’s preferences and choices,” Google Vice President Vidhya Srinivasan wrote in the official blog post.

One of the marquee features of this update is the improved integration between Google Ads and Consent Mode. Consent Mode lets websites and apps adjust Google tags based on user consent, ensuring that data is collected only when users opt in. Now, marketers who use Google Ads’ conversion measurement can do so more effectively in environments where user consent may not be assured by leveraging machine learning to fill in conversion gaps.

Google says these machine learning–powered conversions—now called “modeled conversions”—can help advertisers better assess campaign performance, even when data signals are incomplete due to privacy choices. According to the company, this approach has led to advertisers recovering on average more than 65% of ad-click-to-conversion journeys that would have otherwise been lost.

App Campaigns and Enhanced Measurement

As app-based advertising continues to expand, Google is rolling out several updates to address mobile measurement and privacy. Advertisers using Google App campaigns will see more granular reporting on in-app actions by leveraging on-device processing. Notably, Google is introducing new default settings for SKAdNetwork—a framework for privacy-centric attribution in iOS environments—to improve conversion reporting without compromising user anonymity.

Google also is updating Firebase, its app development platform, with advanced tools for managing data collection based on user consent. This includes streamlined consent gathering and sharing features for analytics and advertising purposes.

Supercharging First-Party Data Tools

With the era of third-party cookies coming to an end, Google is doubling down on first-party data solutions. One new development: improved data import workflows from platforms such as Salesforce, which allow advertisers to bring their offline conversion data securely into Google Ads for more effective bid optimization.

The company also has introduced enhanced audience management features, making it easier for marketers to use their first-party data in reaching and re-engaging customers. This is coupled with updates for GA4, Google’s latest analytics property, which now allows businesses to export modeled conversion data directly into Google Ads and other Google marketing platforms.

Navigating Growing Regulation and Expectations

These shifts are unfolding at a time of heightened regulatory scrutiny. Both the European Union’s Digital Markets Act and California’s Consumer Privacy Act have put pressure on tech platforms to provide users with clearer, actionable privacy controls—and to build solutions that minimize reliance on intrusive data collection.

In its blog, Google made clear that its new tools are designed to help businesses adapt to global privacy requirements. “As the digital advertising ecosystem continues to evolve, investing in durable measurement and data strategies that prioritize user privacy will be critical for long-term growth,” the announcement emphasized.

The Competitive Landscape

Google’s updates arrive as rivals—including Meta, Apple, and a host of independent ad tech startups—deploy their own privacy-centric advertising solutions. Apple’s App Tracking Transparency framework, in particular, has set a new standard for user consent, forcing the broader industry to rethink data collection and measurement practices.

With these new tools, Google aims to reassure advertisers that performance and privacy can coexist. The company is betting that its machine learning–powered modeling, improved consent management, and expanded first-party data support will deliver actionable insights for marketers—without sacrificing the privacy expectations that are reshaping digital advertising.

As privacy regulations harden and cookie deprecation looms, Google’s vision is clear: the future belongs to those marketers who can thrive in a consent-first, data-minimal world.