Advertising versus the new contexts of the Digital era: Privacy, transparency and disruption

Abstract

Current times are becoming extraordinarily complex where we just thought it would become more transparent. The Internet and the digital economy are increasingly becoming a true “data industrial complex,” a Pandora’s box of unsearchable consequences. What is happening with digital advertising is just an outline of the problem, and the first consequences are certainly there in the media sector, which continues to suffocate due to lack of revenue and web traffic. This paper is a contribution to deepen this reflection.