I think its complex. I think some things were better in the 1970s (less pressure regarding body image for young girls) but loads of things were actually much worse.
Yes, it is complex. In a way, times were worse then, but at least people openly admitted to it. You could point at it and say "That's sexist", and no one was able to deny it.
Now, gender stereotyping is everywhere, but always in deniable form. (Well, except the UK. I live in Germany, that girls can be forced to wear skirts in a European country, it boggles my mind)
Now, it is: "Yes, there's a blue toy aisle and a pink toy aisle, but no one says the pink one is for girls! That's just your own prejudice!" and so on and so forth. "Yes, that's a girl playing with the toy kitchen in the advertisement, but that's just a coincidence".
As a general trend.
I have observed plenty of unashamed, openly sexist advertisement and opinions, but to me it seems the sexism is going underground, hiding behind other things. ("Choice" is a very popular one, for example. "Oh, girls just don't choose STEM subjects, what can we do?")