Consent Mode v2 and Privacy Sandbox: What Remains After 2025
Google deprecated all 10 Privacy Sandbox APIs on October 17, 2025 — third-party cookies remain in Chrome. Consent Mode v2 is mandatory for all Google Ads services in the EEA/UK since March 2024.
Key Takeaways
- ✓Privacy Sandbox: All 10 APIs discontinued on October 17, 2025
- ✓Third-party cookies remain enabled in Chrome
- ✓CMA tests: 85% attribution inaccuracy, 30% publisher revenue decline
- ✓Consent Mode v2: Mandatory for Google Ads in EEA/UK since March 2024
- ✓Four parameters: ad_storage, analytics_storage, ad_user_data, ad_personalization
- ✓Advanced Consent Mode: 15-25% conversion modeling uplift
- ✓German TTDSG: Explicit consent required for ALL non-essential cookies
The privacy landscape has simplified dramatically in 2025: Privacy Sandbox is dead, Consent Mode v2 is mandatory.
Privacy Sandbox: End
Google discontinued all 10 remaining Privacy Sandbox APIs on October 17, 2025. CMA tests showed 85 percent attribution inaccuracy and 30 percent publisher revenue decline — fatal flaws after six years of development. Third-party cookies remain active.
Consent Mode v2
Mandatory for all Google Ads Services in EEA/UK since March 2024. Four parameters must be signaled via a Google-certified CMP with IAB TCF. Advanced Consent Mode (load tags before consent, cookieless pings on rejection) enables conversion modeling with 15-25 percent uplift.
DACH-specific
German TTDSG/TDDDG (§25): Explicit prior consent required for all non-essential cookies. Google Tag Manager requires consent before activation. Swiss nDSG: Opt-out principle, cookie banner not mandatory.
Data & Statistics
Privacy Sandbox CMA-Tests: 85% Attribution-Ungenauigkeit
CMA Testing (2025)Advanced Consent Mode: 15-25% Conversion-Modeling-Uplift
Google (2025)“Privacy and measurement can coexist. Consent Mode allows you to respect user choices while still getting aggregate insights.”
— Simo Ahava, Senior Data Advocate, Simmer