At first glance, it seems very logical. Why do you need a middle man, these companies will all die out. The problem with this argument is that he doesn&#x27;t realize advertising is 600B globally. Each of the small boxes there is 1b-40b depending the bucket (from tag management to mobile (100b)). When you realize that there&#x27;s only 15 companies serving a 1 billion dollar market, you realize that it&#x27;s not that small.<p>Granted. There will be companies that will die in the ecosystem, but the logic is poor. It&#x27;s like saying why do you need a CRM system, it&#x27;s just a tool standing between the sales person and the customer.