Given the size and abuses by the existing ad tech giants, why do you say they last thing we need is more competition. wouldn't more competition mean they have less money and get away with less and have to behave better?
No, we need them to go away. Like the dinosaurs or the Dodo. Because competition between ad tech giants means the public is collateral damage in the ensuing war. That's because the advertiser money flows to the ad tech company that is most efficient at extracting dollars from their audience. Even a .1% increase is enough to swing the battle, and that arms race has been running since 1994 or so, the results are there for all to see.
As much as we would like them to magically disappear and get uninvented, like NFTs, there doesn't seem to be any mechanism by which that realistically happens. So then, like harm reduction, isn't more competition better than less? It means less money goes to the existing giants, which may not totally starve them, but will put them on a diet.
