Google retired its cookie replacement in late 2025. The lesson for the industry is not that identity survived — it is that context never depended on it. In October 2025, after six years and enormous industry investment, Google formally wound down Privacy Sandbox and abandoned...
Recent conversations with agency partners across markets point to a clear shift in priorities. The focus is moving beyond surface-level optimization into a deeper evaluation of how media investments actually perform across the full ecosystem. What Agencies Are Prioritizing Now Transparency in pricing and fees...