AdTech companies are completely fucked.  Just totally and utterly fucked.  Google and Facebook are kicking their asses left and right.<p>Google &quot;worked with&quot; 3rd parties for the better part of a decade while they improved on their products, but now they are working to muscle them out by taking their best products and blocking them to adtech companies.  They took youtube inventory out of their Ad exchange last year.  It cost them nothing to do so but crippled a handful of video ad companies and exposed them as powerless.<p>Criteo has long been held up as an example of a company that managed to forge its own way, but eventually they&#x27;ve started running out of gas too.  Their stock price has been tanking since last summer.  It&#x27;s not surprising either.  Criteo&#x27;s bread and butter are dynamic ads, which show specific products to retail shoppers.  Well Facebook rolled out its own version of that and it&#x27;s pretty tremendous.  Criteo has to resell that product or lose relevance to its customers but now its just a reseller instead of providing the ad serving and inventory for its customers.  This destroys its value proposition majorly.