This isn't about controlling advertiser spend at all. It's about controlling publisher supply. Publishers have other choices for ad supply, Google is not the m

This isn't about controlling advertiser spend at all. It's about controlling publisher supply. Publishers have other choices for ad supply, Google is not the most lucrative, but it's the best for high volume so it's everywhere, because people need to get their fill rates. If a major browser like Chrome starts punishing publishers for not policing their supply, it'll only benefit the big networks. (I'm actually very skeptical of this article's claims...)