부산대학교 도서관

The enactment of GDPR and CCPA has brought changes to the operating business models of global ICT companies. A key factor in this change is the phasing out of third party cookies. This not only reduces revenue steames for global ICT companies that rely on targeted advertising, but also triggers changes in the ICT industry ecosystem. Meanwhile, these changes have raised questions about the validity of current data-driven business models. Accordingly, this study was conducted with the goal of discovering implications for new business models. To achieve this goal, comprehensive research on relevant theories and strategic changes of online companies were conducted. In addition, two surveys were carried out in Europe and the United States to draw conclusions. In conclusion, the alternatives to third-party cookie proposed so far are difficult to completely replace third-party cookies, and convergence with AI or generative AI technology is essential to maintain the effectiveness of targeted advertising. Consequently, this study proposes a paradigm shift from the existing data-based business model (DDBM) to an an AI-powered DDBM(ADDBM).