The Perverse Incentives of Advertising Technology

The layers of advertising technology and tracking evolved in order to allow a small and medium websites, which they're more than a billion according to Google, to get some ad deals. They would go through intermediaries and the intermediaries could sell space on all these small and medium publishers together. That meant that they had to trap the user across all those sites because the individual sites didn't have an interesting dossier on you. But one thing to notice right away is that this created perverse incentives to the trackers against the publishers.