GDPR will pop the adtech bubble
Oddly, I think the article underestimates the size of the change coming.  I think one side affect of the surge of IT into advertising, is that it has become easier to measure exactly how well advertising works.  By and large, it doesn&#x27;t, very well.<p>I am reminded of this, from Paul Graham, about his time at Yahoo: <a href="http:&#x2F;&#x2F;www.paulgraham.com&#x2F;yahoo.html" rel="nofollow">http:&#x2F;&#x2F;www.paulgraham.com&#x2F;yahoo.html</a><p>&quot;...The reason Yahoo didn&#x27;t care about a technique that extracted the full value of traffic was that advertisers were already overpaying for it. If Yahoo merely extracted the actual value, they&#x27;d have made less.&quot;<p>I&#x27;m pretty sure that, the more we learn about how well advertising works, the less money people will be willing to pay for it.  What&#x27;s happening to billboards and newspapers right now is probably coming to several other industries soon.