The author's right, though, in that this is the competitive advantage 800lb gorilla aggregators bring to the table. When some clueless manager demands Facebook

The author's right, though, in that this is the competitive advantage 800lb gorilla aggregators bring to the table. When some clueless manager demands Facebook include some tracker as part of an ad buy, Facebook's answer is "no, take it or leave it", and after a few rounds of increasingly petulant emails with FB's bottom tier support staff, he relents, because he never really had the option of not buying Facebook ads in the first place and he was just posturing. At most media companies without the market power or willingness to use the power they have, the request would reach his counterpart on the sell side and they'd be off to the races out-stupiding each other against the mutual interest of their host companies.