> As a result of the data drought, many brands have shifted their ad spending to Google because its flagship search-ad business relies on customer intent—users’ search terms immediately reveal what they are interested in—rather than data collected from app and web tracking.
It's too bad that the well of sneaky, user-stolen data had to dry up for the brands to move their dollars away from it.
> Google has no proven workaround. It was affected as everywhere else.
If everyone is forced to drop behavioral targeting in favor of contextual one, search ads is the king because users give ad networks with the most valuable context, search intent.
Also, Google owns the widest range of ads inventory including many O&O properties. If you no more depend on fancy technologies, it becomes a fight of pure ad network infrastructure. No one can compete with Google there.
