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't, very well.<p>I am reminded of this, from Paul Graham, about his time at Yahoo: <a href="http://www.paulgraham.com/yahoo.html" rel="nofollow">http://www.paulgraham.com/yahoo.html</a><p>"...The reason Yahoo didn'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'd have made less."<p>I'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's happening to billboards and newspapers right now is probably coming to several other industries soon.