The concept of ad servers collecting cookies about our likes and dislikes, then picking ads is gone. Replaced by apps which connect the secure element, the purchasing bots, and related popular products advertised. This is the buyer's club effect, and it makes ads very efficient.
Consumers with hobbies will go first, cash cards contracted for discounts in the hobby supply chains. They will be looking at every ad, they have an implicit contract with the supplier.
Suppliers have longer planning horizons down the channel.
Social graph?
Yes, that is in the specification. Your secure element can hold its critical parts, and your graph can engage in contracts.
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