So I kinda think this might become a huge thing next year. The world's largest ad company, whose browser is being used by 60% of all people, gets to control what ads you get to see.
That means that they could totally kill Facebook's revenue. Or 'nudge' publishers / platforms in the direction they want - heard someone in the media industry explain that the reason everyone is moving to Facebook videos these days, is because it is one of the few things that drives traffic and ad revenue to publishers. What's stopping Google from setting the course and only showing ads where they want it on, killing everything else?
If we had a functional government with people in charge who gave a shit about stuff like rules etc, I bet that they would start to plan on boat and summer home purchases.
Functional anti-trust laws and a pro-consumer FCC. There is a reason this is going to happen now.