They also have a problem of delivering more than was traditionally available, normalizing greater intrusiveness. Ad tech allows a staggering amount of control a

They also have a problem of delivering more than was traditionally available, normalizing greater intrusiveness. Ad tech allows a staggering amount of control and analysis that never existed with traditional media advertising. DRM lets you not only prevent user copying like old-school "copy protection", it lets you enforce any arbitrary scheme of "rights" that you can code into the DRM system (e.g. you could make viewing video on high-end displays exclusive to a "premium" option). Advertisers and publishers are now accustomed to these and will fight any attempt to take them away.