You say that like that's something that should be preserved.
Have you actually thought through what would happen if ad tracking went away? I mean
really thought it through?
If, say, the EU completely banned tracking for advertising, the open web would collapse almost overnight. Ad revenue would crater because behaviorally targeted ads sell for several times more than generic contextual ones. Small and mid-sized publishers that rely on that revenue would struggle to survive, leading to site shutdowns, mass consolidation and paywalls across what used to be a free internet.
Big tech platforms, ironically, would grow stronger. Companies like Google, Meta, and Amazon have massive first-party user data from their logged-in ecosystems, so advertisers would simply redirect their budgets there. A law meant to curb surveillance would end up concentrating even more power in a few giant privacy nightmares.
The shock would ripple outward. Newspapers, already on life support, would see digital ad margins collapse, leading to papers to close, more layoffs, mergers, and subscription walls. Hobbyist sites would be hit hardest. Most rely on cheap targeted ads and affiliate links just to cover hosting. Remove tracking and their revenue drops to near zero and they can’t pay their hosting bills. Many would shut down or retreat to Patreon, Discord, or Facebook groups; the survivors would lean on paywalls, donations, merch, and sponsorships. The independent forums, blogs, and wikis that make the web rich and weird would shrink dramatically.
MacRumors might survive (“Apple enthusiasts” is a lucrative niche) but it would be a worse site to visit. Programmatic ad revenue would plunge, affiliate tracking would break, and they’d be forced toward paywalls, aggressive memberships, cluttered non-targeted ads, and more sponsored content to fill the gap. They’d double down on YouTube and newsletters, where first-party data still could be used.
Now multiply that by every website on earth. It such a bad idea I’m surprised the EU hasn’t proposed it. The current, ad-supported web may be messy, creepy, and imperfect but to borrow from Churchill, it’s the worst model except for all the others that have been tried.