
The Cookie That Never Died: What Six Years of Privacy Promises Actually Produced
In 2019, Google announced it would deprecate third-party cookies in Chrome within two years. In October 2025, Google shut down the Privacy Sandbox — the $500M+ initiative meant to replace them — citing low adoption. Cookies still work. Apple's App Tracking Transparency actually did what it promised, cutting iOS tracking by 55 percentage points. The gap between those two outcomes explains everything about where digital advertising privacy stands in 2026.









