Trust me, ads aren't going anywhere, and they will always find a way to put them in by hook or by crook because people need to be paid.

Regardless, the monopoly already exists in Facebook, Apple, Google, Amazon, and Microsoft who collectively own something like 95% of all user data across the world.

I would imagine that with SSO becoming more prevalent, along with heightened security risks, we'll see more of this consolidation rather than less.

Just look at what happened to payment gateways over the last ten years. We've collapsed from 100's to like Stripe, PayPal, Authorize.net, and Square.

The fact is that as products/services get more complex, the demand for outsourcing entire task trees is only gonna grow, until we have a situation where everything is handled by the respective platform and provider (see Apple pay).