Case in point: This week Digiday reported that the New York Times managed to grow its ad revenue after it cut off ad exchanges in Europe.

The NYT’s experience puts fresh taint on long-running efforts by tech giants like Facebook to press publishers to give up more control and ownership of their audiences by serving and even producing content directly for the third party platforms.

And there are other signs behavioural advertising might be a gigantically self-serving con too.