One potentially negative unintended consequence: closed systems like Facebook become even more powerful than they already are. Their revenues will dwarf (even more than they do now) any other free digital platform that can't re-create a fully targeted ad product entirely in-house.
Without Google AdX and the mess of disturbing cross-site tracking, I can't see why advertisers wouldn't just spend 100% of their digital budgets in walled gardens. It would just be so much more effective.
Without Google AdX and the mess of disturbing cross-site tracking, I can't see why advertisers wouldn't just spend 100% of their digital budgets in walled gardens. It would just be so much more effective.