Google Has the Machinery on Both Sides

Google is a really interesting test case. It has this frenemy relationship with Apple. And in part because their search business is less effective, like search ads in general are less reliant on the kind of third party cookies. YouTube, however, is heavily reliant on the fact that they want to serve much better and higher priced ads if they know all the videos that you've watched,. All the sort of granularity that this entire complex machinery of online advertising is built upon. The buy side and sell side where you have publishers that are out there like have a lot of online real estate right there.