The Future of the Open Web and Digital Advertising

This chapter explores the ramifications of the Google AdTech antitrust ruling on the open web concept, predicting an increase in differentiated media and challenges for traditional cookie-based advertising. It critiques the current state of the digital advertising landscape, emphasizing the need for clarity and accountability in industry practices against the backdrop of evolving privacy concerns. The discussion further contemplates the ethical implications of advertising metrics and the necessity for industry standards to navigate this shifting terrain.