Right, but the unprecedented control of the public discourse on the internet by just a couple megacorps PREVENTS businesses from promoting themselves, unless they pay through the nose for the privilege. This destroys small competitors by design and leads to more and more monopolization of every industry, which is an absolute nightmare scenario for everyone involved in the economy but a tiny handful of people.

All these hyperscalers do is control the internet and suck money from companies that actually add value via that control. I can name on one hand the amount of successful products GOOGLE has natively launched (without acquisition). This predatory behavior has the opposite effect on the economy you're claiming here.

I didn't mean to imply it was a recent invention. However, the almost total centralization of advertising in a few companies on the internet IS new. Their parasitism and malevolent monopolistic omnipotence is pretty obvious to anyone who runs any kind of business with an internet presence. This severely inflates advertising costs and transfers profit that should be going to businesses who actually add value to companies that simply exploit their control of the platforms. Competition being introduced into this space, which at this point is only possible via government force, would make advertising cheaper and bring more exposure to companies and their products, which I fail to see as anything but a good thing for the economy.