Disruption in AdTech: where are we and what next?

In Vibrant News by bnyquist

Curated News from Lexology on June 14, 2021


The AdTech industry is facing its biggest overhaul since its inception, which inevitably will have an impact of the wider web ecosystem as so many services and content is funded via Ad revenue.

AdTech is currently heavily premised on the concept of delivering personalised ads to users. This is achieved through the use of technologies such as cookies and mobile advertising identifiers.

The impact of the GDPR and similarly inspired regulations, the tightening grip of regulators and, in some ways even more significantly, the recent action by two of the industry’s biggest players, Apple and Google, have left the industry in a state of flux.

We discuss recent developments below and look at what’s next for more privacy friendly AdTech.