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@natematias Also, since you've been so kind as to mention this presentation, I should note that I also published an essay on this topic:

"Normal Accidents in the Digital Age: How Programmatic Advertising Became a Disaster"

Here's the author preprint, but I also have a PDF of the finished essay that I can give out on request to anyone who's interested:

https://umass-my.sharepoint.com/🅱/g/personal/jabraun_umass_edu/EapFDwihCOZAqyoCIUX8JigBgN98pYMH_VvI7ItMF2NL7w?e=ErEXH8&download=1

@commscholar has an excellent essay in the same volume (edited by Matthew P. McAllister and Emily West).