My view is that this is an issue finance has already solved. Just regulate ad exchanges for fair practice, require disclosure or transparency to identify anticompetitive behavior, and then license the fuck out of everyone who participates in the market. Seems like the industry has grown enough and clearly is suffering due to lack of sufficient management of externalities and monopoly powers.

The harder part is executing on the above strategy. You will need new institutions or see an expansion or extension of existing institutions. Imagining the FCC trying to do this seems both a likely approach and an incredibly ineffective one.

I would add too that improved regulation of consumer and private data would help significantly. This is probably more likely than the above.

This lawsuit seems like the perfect timing and impetus to get serious about regulation in the digital ecosystem. Just hope we don't fuck it up.