Ad Tech Briefing: Big Tech won 2025 (even when it lost)
AI momentum papered over Google’s reset year
From an ad tech perspective, 2025 will be remembered as the year Google quietly recalibrated — retreating from some of its longest-running bets while accelerating decisively in others.
The most visible reversal came with the effective end of the Privacy Sandbox experiment and Google’s decision to walk back plans to fully deprecate third-party cookies in Chrome.
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