The ad tech industry is facing an ultimatum: cling to an old world doomed to disappear, or look for a more fitting alternative to its current model. In this article, Ossie Bayram, UK country director at Ogury, goes over the ways in which the ad tech industry is evolving, and expands on how personified advertising can help advertisers overcome these major challenges by being more respectful of consumer privacy and offering an answer to the deprecation of cookies and advertising IDs.