In a move that mirrors some of the changes being made by Italian cultural sites to increase funding through advertisements, the Italian government is seeking corporate sponsors to donate $35 million towards a series of restoration projects. In exchange for this ‘donation’ the winning bidder will receive rights to advertise within the site which draws 19,000 visitors a day. This means another uproar like that in Venice over the Bridge of Sighs and the Doge’s Palace as well as the Accademia which are all currently plastered with advertisements. So which is more important, ensuring the sites long-term viability through restorations or it’s present cultural integrity by keeping it pure? What would the Ancient Romans have said?