So they need a set bushiness and tech teams to build an internal ad stack, and try to get advertisers... many who wont buy in without 3rd party tracking to mitigate fraud.
There's better and worse in advertising, sure. But third-party ads are a compromised business model even at their best. I'm not saying businesses don't involve compromise, but the goal should be to figure out how to have the most net benefit to the world (I don't think profit as an end in itself is a respectable goal). Thus, choose the compromises that are least detracting within the scope of real-world options.
> So they need a set bushiness and tech teams to build an internal ad stack
Somebody needs to take responsibility for the malicious and broken ads. I really don't care who does it; you can contract it out, or do it internally, just as long as the work actually gets done.