Comment by kqvamxurcagg

It's not difficult to see how the market could be reformed. YouTube would be required to offer ad space to Google ad customers and third party network customers at the same market rate. If this rate is market set in real time then that's one solution. The problem is Google (and other big tech companies) control and restricts all aspects of what is being termed the 'supply chain'. That restricts competition and reduces transparency.