Privacy Didn't Kill Tracking, It Moved It Server-Side

Everyone announced the death of tracking when ATT landed and cookies started crumbling. The funeral was premature. Measurement didn’t vanish, it migrated: off the client and onto the server, out of the browser and into CAPI and server-side tagging, away from per-user rows and toward privacy-safe aggregates. The signal changed shape, lost some resolution, and quietly changed owner. Whoever controls the server-side endpoint now controls the data, which is usually the platform, not you. Across 200M-plus devices I see less granularity and more modeling, but the spend still flows and the optimization loops still close. So stop mourning the device identifier. Start asking who owns your conversion endpoint, because that is where the real tracking moved.