Web third-party cookie phase-out (2020-2024)
Google and other browsers phased out third-party cookies, which advertisers used to track users across the web. This mirrored Apple's ATT change on the web.
Web advertisers lost cross-site tracking, making it harder to attribute conversions.
The ad industry shifted to contextual targeting and ML-based prediction, similar to the mobile shift.
Both changes show the same mechanism: privacy regulation breaking deterministic tracking and creating demand for predictive models.
