The broader question is the tradeoff between privacy and advertising. While a tempting noun, most people don’t really *want* privacy, let alone understand what that means. It’s definitely not an unattainable goal, but it does require work… which is something many of our fellow citizens are reluctant to pursue when it comes to such technological conditions.
Third, Google and Facebook’s advertising advantage, already massive, is going to become overwhelming. Both companies generate the majority of their user data on their own platforms, which is to say their data collection and advertising business are integrated. Most of their competitors for digital advertising, on the other hand, are modular: some companies collect data, and other collect ads; such a model, in a society demanding ever more privacy, will be increasingly untenable.
Source: Open, Closed, and Privacy – Stratechery by Ben Thompson