The issue is, most online ads don't work EXCEPT for G and FB. That's why they're so dominant. The average third-party ad networks are junk, rife with fraud (ad

The issue is, most online ads don't work EXCEPT for G and FB. That's why they're so dominant. The average third-party ad networks are junk, rife with fraud (ads that are never actually seen or clicked by a human), poor targeting, poor measurement, limited brand safety, and opaque billing. First-party ad tech provides much better control over these factors and can generally be offered cheaper because they can more effectively allocate their clients' budgets. In what other industries are the superior products cheaper than the junk? (not rhetorical - I'm curious if this exists in other industries) G and FB are the biggest first-party ad sellers, given that their total addressable audience covers most of the free world, with Amazon rapidly gaining ground. TikTok, Pinterest, and Snapchat are building clones of G/FB's ad tech by poaching a lot of their engineers (karma for G/FB cloning their consumer products...) and are also showing strong growth as first-party sellers. If you're a website/app that monetizes through a third-party network (including Google Adsense and Facebook Audience Network), you're going to see your revenues plummet in the coming months.