Something from your first paragraph answers the question in your second paragraph!<p>Yes, all advertising will be filtered through Google, Facebook and someone like a Verizon (or whichever Telco can weaponize its data best, currently looking like Verizon).<p>What that means is that sites like Reddit can still make ad revenue, but only by filtering it through one of those players.  That could mean using Google&#x27;s ad server tech, or integration with Facebook&#x27;s audience network, or whatever Verizon comes up with.<p>But yes, most digital ad revenue currently flows through those few players and that will only accelerate.<p>The true future of Reddit and other publications is as marketing vehicles to sell stuff directly to their readers&#x2F;audience.  Ads are basically just a stopgap along the way to content-driven commerce.