>As consumers start understanding exactly how adtech works
I can assure you that consumers do not. Even someone in this comment section of a technical form didn't know what attribution is which is an important part of how adtech works. Even from an extremely high level the prevalence of the phrase "XYZ is selling your data" despite that not happening is a clear sign that most people just parrot what they hear than actually understand. There has been a large amount of scaremongering about how bad this tracking is to people. This scaremongering drives more people to opt out than people opting out who actually understand how it works.
>Businesses would be more viable if they learned to market through mechanisms that were less distasteful to consumers.
That is not true. If the cost of that alternative marketing costs more than what you will make from doing it then the business is not viable.
I can assure you that consumers do not. Even someone in this comment section of a technical form didn't know what attribution is which is an important part of how adtech works. Even from an extremely high level the prevalence of the phrase "XYZ is selling your data" despite that not happening is a clear sign that most people just parrot what they hear than actually understand. There has been a large amount of scaremongering about how bad this tracking is to people. This scaremongering drives more people to opt out than people opting out who actually understand how it works.
>Businesses would be more viable if they learned to market through mechanisms that were less distasteful to consumers.
That is not true. If the cost of that alternative marketing costs more than what you will make from doing it then the business is not viable.