Comment by abolishme

They're stuck between a rock and a hard place. On one hand, they provide the 'objective' benchmark for the entire media industry. On the other, they have no way to actually capture the value of the data they provide, because advertisers use their data to make decisions on opaque Big Tech platforms. It's a commodity that doesn't have an equivalent exchange representation. On the surface, it might seem like a bad faith data broker. But on a deeper level, this is a canary in the programmatic ad monopoly coal mine. If we can regulate data exchange, but can't regulate data use ... we're setting a dangerous precedent.