I don't think that getting rid of 'Adtech' altogether is the answer. It's still a valuable source of revenue for many companies. The point of the article was t

I don't think that getting rid of 'Adtech' altogether is the answer. It's still a valuable source of revenue for many companies. The point of the article was that the way 'Adtech' is currently used is broken. Ads shouldn't be a frustration or interruption to the native experiences where they are hosted. I like the concept of RAM (Reward Activated Marketing) mentioned in the article, it takes into account UX, and good UX will always win.