People are already fixing advertising, with ad and tracking blockers.

Next will come developers, some from inside the adtech world, working for the actual demand side of the marketplace: ordinary human beings who would rather signal their own intentions than be guessed at by data harvesters using spyware. Expect to see some of those appearing during this calendar year, as adtech begins to collapse as well.

Written by

Author of The Intention Economy, co-author of The Cluetrain Manifesto, Fellow of CITS at UCSB, alumnus Fellow of the Berkman Klein Center at Harvard.

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