Searls writes down what I’ve been thinking and predicting for the past couple of years: the mounting backlash by consumers and regulators against tracking technology is going to blow up the existing Adtech market and cause a whole lot of pain for tracking-based advertising models.
“Adtech is built to undermine the brand value of all the media it uses, because it cares about eyeballs more than media, and it causes negative associations with brands. Consider this: perhaps a $trillion or more has been spent on adtech, and not one brand known to the world has been made by it. (Bob Hoffman, aka the Ad Contrarian, is required reading on this.)”