Indeed, though I am worried that advertisers and platforms will take a long time to find equilibrium again (and minor players may be priced out of the market).

Indeed, though I am worried that advertisers and platforms will take a long time to find equilibrium again (and minor players may be priced out of the market). When the first ad exodus from YouTube happened, a lot of us thought that it would take them about 6 months to renegotiate and things would be back to normal. Well, it did not happen and we have only seen more exits since.