I'll take this opportunity to get on a soapbox and preach: We need to shift our understanding of digital programmatic advertising to basically the pimp/hoe model.

It's population-scale digital pimping. They put your ass on the RTB street to turn tricks. You get mindfucked by--and maybe catch some viruses from--any John who wants to take a crack at you. In return, you get this nice cheap TV/YouTube/Gmail/article.

It's exploitative, dirty, exposes the bitches (i.e. you and your kids) to risks, and on a population scale it poses a serious safety and national security risk to our country. RTB bidstream surveillance means that all the data used in the pimps' matchmaking services can be used by many nefarious actors to physically track and target people, including spies, politicians, and other politically-exposed persons.

Would you let your kid turn tricks for a pimp to get a Gucci handbag? No? Then why would you let Alphabet pimp your kid out to get a YouTube video?