In the first quarter of 2016, 85 cents of every new dollar spent in online advertising will go to Google or Facebook.

https://digitalcontentnext.org/blog/2016/06/16/google-and-facebook-devour-the-ad-and-data-pie-scraps-for-everyone-else/

Now it is estimated to be 90%. And companies plan to make it even more, plus if you add Apple and large telecoms here...

How they want to do it?

Apple want to add cookie elimination tool inside Safary. What is the goal if you look at the parameters it'll use? Main goal are independent and small advertising channels. As well as affiliate networks. Idea is to make as much damage as possible here to force largest of them pay for inclusion in the white lists and kill many others who compete with Apple also.

Same thing with Chrome, who will have almost all proper Google ads non blocked but will focus on main competitors.

This is how big guys become even bigger in capitalism, and soon they'll start to dictate the rules openly and loudly.

Google made same trick eliminating Chinese free HTTPS certificates centers, so now NSA have full and open access to any private keys Google issued (they have now around 90% of this market).