There is no question that Ad Tech is facing a new era. With the retirement of third party cookies and internet users becoming ever more concerned about privacy, Ad Tech businesses have started to look for new solutions to maintain this vibrant ecosystem. Many of these solutions are meant to mimic the old ones with some adjustments to accomodate novel paradigms. In other words, even though the industry is changing, the underlying concepts are staying, in many ways, the same.
In this post, we explore how a new Ad Tech ecosystem might look in the near future, operating in Web 3.0 with technologies such as edge computing, decentralized data networks, and artificial intelligence. We will discuss a vision of Decentralized Finance (DeFi) in which Ad Tech products become available on a decentralized public blockchain network. In contrast to the current Web 2.0, where companies are dictating data monetization models and do not typically share revenue with users, we envision that the future Internet will look different from how it does today, with users being equal participants and having an opportunity to profit alongside the traditional players in the Ad Tech system.
The Web is 30 years old. In some sense, a fully “grown up” Web. It started as Web 1.0 (a mostly anonymous place with few content creators, where the vast majority of users simply acted as consumers of content). This original Web evolved, and is currently operating as Web 2.0, sometimes referred to as the Social Web. However, the next paradigm, that one that will shift us to Web 3.0, seems to already be emerging.