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Elizabeth Warren's proposal to break up the tech giants could give marketers more choice, but some ad industry insiders worry about the impact

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The reaction to Warren's proposal from some ad and media watchers was mixed, with some applauding a breakup and others warning to be careful what you wish for.

The rise of the tech giants has remade the media and marketing landscape, driving mega-mergers like AT&T's with Time Warner and Disney's with Fox.

She would require tech giants to be classified as platform utilities, barring them from sharing data with third parties. She also would undo mergers like Facebook's of Instagram and Google's with DoubleClick. The reaction from ad and media watchers was mixed, with some applauding a breakup and others warning to be careful what you wish for.

"Obviously there would be disruption, but in long run, advertisers would be better off if they had tools and services devoted to giving them a higher return on investment, publishers had tools devoted to giving them better yield and an exchange that let them meet in the middle without conflicts of interest," the lawyer said.

 

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I never understood the need of the democrats to destroy what people have built. Can they not build on top of what’s in existence without leveling first everything else? Sounds like the republicans' no on Obamacare without offering a viable alternative.

Bernie&Warren2020 this combo with revolutionize our country

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