What a Decentralized Web Means for Digital Advertising

The prognosis for ad tech is not good

A decentralized web could eliminate middle men who track consumers' data. Getty Images

Startups have been working on projects to decentralize the web for years—it was even a plot point in the last season of HBO’s Silicon Valley—but tongues really began wagging when the father of the World Wide Web, computer scientist Tim Berners-Lee, announced he, too, wants a decentralized web.

This story first appeared in the October 22, 2018, issue of Adweek magazine. Click here to subscribe.
@lisalacy lisa.lacy@adweek.com Lisa Lacy is Adweek's Commerce Editor.