Publications
Publications
- July–August 2024
- European Business Review
Navigating the Future of Online Advertising with WEB3
By: Frank V. Cespedes and Ben Plomion
Abstract
or years, digital ad spend was a steadily growing portion of marketing budgets. But online advertising faces challenges that mean a transformative shift in digital marketing. Meanwhile, so-called “Web3” has emerged as a medium that can change ad spend and how personal information is used and owned online, with implications for how companies, brands, and customers interact. This article discusses why the online ad model grew and its inherent challenges, how companies are fusing Web3 with advertising, lessons for user engagement, and why this matters for society as well as marketing budgets.
Keywords
Citation
Cespedes, Frank V., and Ben Plomion. "Navigating the Future of Online Advertising with WEB3." European Business Review (July–August 2024).