What a surprise, a big corp collected large amount of personal data under some promises, and now reveals actually they will exploit it in completely unrelated manner.
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Merely selling data is extremely low value compared to also having the surface monopoly to monetize it in a very high engagement and decisioning space.
I feel like you don’t understand the fundamental mechanics of the ad world. Ultimately, the big 4 own such immense decisions surface area it may be a while before any AI model company can create a product the get there.