No doubt the giants will have to change the way they advertise. Advertising online is really broken and there are already crypto companies tackling those issues. I'm not exactly sure how many are focusing on advertising in the crypto space but at least BitClave and Oyster Pearl are showing promising steps. While Google bombards people with ads without any benefit to the user, people could actually make money just looking at ads with some of these new crypto innovations. Is Google's only viable response to start paying its users in the future?