The ad tech industry is faced with an ultimatum: cling to an old world doomed to disappear, or look for an alternative that is more adapted to the current ecosystem. Faced with unprecedented and considerable regulatory, technological and ethical challenges, advertisers must evolve today if they want to continue to reach users who massively reject ad tracking. While some players continue to fight against these changes, the race for alternative solutions is well and truly on. Among these solutions: Personified advertising.