Five years. Dozens of tests. Endless industry debates.
And in the end… we’re right back where we started with cookies. 🍪
After all the talk about a privacy-first future, Google quietly announced it’s shutting down its entire Privacy Sandbox initiative.
What stays are smaller, more technical privacy updates things like CHIPS (isolated cookies), FedCM (privacy-friendly logins), and Private State Tokens.
But these don’t change the core of how ads are targeted or measured today.
So what does this really mean?
→ Campaigns keep running as usual.
→ Ad performance remains stable (for now).
→ But the “next era” of privacy-first marketing is still… undefined.
This moment feels symbolic:
After years of pushing for a new standard, even Google had to admit that simplicity and adoption matter more than innovation on paper.
For me, I’m keeping things compliant and transparent with Cookiebot Web CMP by Usercentrics because even if cookies stay, trust has to come first.
