1. Memory safety mitigations became much more common (Vista)
2. Browsers adopted sandboxing (thanks IE/Chrome)
3. Unsandboxed browser-reachable software like Flash and Java was moved into a sandbox and behind "Click to Play" before eventually being removed entirely.
4. Auto-updates became the norm for browsers.
And that genuinely bought us about a decade. The reason things are changing is because attackers have caught back up. Browser exploitation is back. Sandboxing is amazing and drove up the cost, but it is not enough - given enough vulnerabilities any sandbox falls.
So it's not that security is getting worse, it's that security got better really really quickly, we basically faffed around for a decade more or less making small, incremental wins, and attackers figured out techniques for getting around our barriers.
If we want another big win, it's obvious. Sandboxing and memory safety have to be paired together. Anything else will be an expensive waste of time.