The real turning point will come once consumers are finally, and rightfully, made aware of the value exchange that they have for years often unwittingly participated in: free content and services in return for permission to access their person data for use in advertising. As this reality becomes more clear, consumers will be more empowered to make more informed decisions about whether to use, or not use, a certain site, app or other service, based on the exchange of content for their permission to use their personal data.
A big concerns for brands, publishers, and technology companies in that transparency into their data use practices will lead to either the death of certain categories or a complete overhaul of how we use the internet-maybe both. But maybe those who are afraid that transparency might be the end of their business should revisit their business anyway. For the industry in general, I believe that the fears are unfounded.