Beyond the Cookie: Examining the intersection of data privacy and digital marketing
Throughout history, advertising has helped make different media content affordable and accessible. It has adapted to different media forms and user behaviors. Now that the internet has transformed every aspect of our lives, more than 4.5 billion people are online, and various advertising forms shape the economic foundation of the free and open Internet we enjoy today. Given the current debates and increasing regulatory pressure on digital marketing, personalized online advertising, and subscription models, also known as pay-or-okay models, it is important to highlight the economic importance of digital marketing, the need to finance digital content and services, and to proactively address the ongoing debate on the monetization of personal data.
This paper discusses the current and future state of the online advertising ecosystem, looks at established business models, and addresses often debated topics like contextual versus personalized advertising. It also touches on the technological and legal foundations in light of innovation and the rapid technological changes that maintain the internet as we know it today and ensure a good user experience. Our goal is to provide policymakers and authorities with a balanced perspective on how online advertising can continue to evolve responsibly to meet the needs of both consumers and businesses in an ever-changing digital landscape, while also prioritizing privacy concerns.
