That might actually be a problem at the moment, mobile and web content producers making good money off advertising from other well funded startups in the B2C sp

That might actually be a problem at the moment, mobile and web content producers making good money off advertising from other well funded startups in the B2C space (e.g. mobile), and all of the ad tech industry in between. It hurt when the property bubble burst and property web development and ad revenue took a knock.