This diverted stream of money feeds a swamp of ad companies (several thousand at this point) with a complicated set of interlocking business relationships. These include companies producing desktop ads, mobile ads, ad brokers, marketplaces, platforms, the thriving consumer surveillance sector, and a new layer of startups specializing in defeating consumer countermeasures like ad blockers.

Once again, the ecology of this swamp doesn’t matter. You don’t really want to know what’s in there. All that matters is where the money ends up.

From The Advertising Bubble, by Maciej Ceglowski, obviously. Emphasis mine.