I think the fine structure of GDPR means that what might otherwise appear to be bottomless cash reserves are in fact only significant cash reserves, furthermore not only the advertisers have made this mistake but also the big players who seem to be operating at least on a quasi-antagonistic mode.

So what I think is - when the antagonism ends up taking big chunks of money everyone will suddenly realize "oh shit, it's not bottomless" at which point there will opportunities to take advantage of.

But maybe my take is too reasonable and instead the advertisers will think oh damn, stuff is really messed up better stay the course with these big guys to get us through these troubled times!