MarTech Projects

Online publishing has evolved dramatically in recent years. While the internet has opened up opportunities for publishers to reach people globally, it's also brought in new problems, especially when it comes to making money. The old way of relying just on ads isn't working as well anymore. Ad prices continue to fall due to factors such as increased competition and the growing adoption of ad blockers, which prevent ads from being displayed.

The battle over Google’s Privacy Sandbox reveals a stark truth: incremental adjustments won’t suffice in a privacy-conscious advertising environment. The IAB Tech Lab‘s assessment of the technology and Google’s retort illuminate the limits of any single approach, underscoring the need for a fundamental rethinking of how advertising value is generated.