Ads that support the interests of consumers?!
"The Competition and Markets Authority (CMA) will probe whether the major online platforms that serve digital ads are "adverse to the interests of consumers"."
By definition, ads serve the interests of the advertiser, not those of the consumer. As for the technology behind the ads serving the interests of the consumer, one could argue that financing the services is very much in the interest of the masses, which have come to believe their lives are worthless without being able to spend their days on Facebook, Google, Instagram, et al to revel in cat videos, to exchange gossip, and to increase their sense of self-worth by sharing everything they do with everyone on the planet.