Marcelo Ulvert is the Co-Founder and CEO of Australian media technology company WINR. In this piece, he presents the case on why publishers and advertisers should move towards a new data collection and monetisation model.
Over the past decade, as the Internet giants including Facebook and Google grew their audiences, we observed the AdTech industry mould itself around the notion that more data equals more dollars, and deeper audience engagement.
Publishers and advertisers, seeing the opportunities those massive audience databases present, were quick to make social media platforms, Internet browsers and search engines their best allies.
Today, we are learning the painful lessons of the over-reliance on those Internet giants. Leading voices around the world are rising loud and clear: we need a brand new AdTech model.