Since blockchain records transactions and is resistant to modification of data, a blockchain-powered network can enable a decentralized online ad market where advertisers can directly advertise to consumers. If the consumers are willing to permit access to these data, Facebook and Google will lose their advantage of knowing consumers better. But will consumers approve access? They probably will. The sellers have built in the marketing cost into the price, so consumers are actually the ones who are paying for viewing the ads. If the sellers offer incentives, such as discounts or rewards, to consumers for the access to their data, it is likely that the consumers are motivated to share information since they can save money and have greater control over how much information they are willing to share. And with blockchain, website publishers and advertisers can also directly communicate with each other because the users and clicks are authentically validated.
If all above becomes reality, networks (e.g. Facebook and Google Display Network) will take the biggest hit while marketplaces (e.g. Amazon) might be less affected.
Interesting reads:
How Much Will Blockchain Really Affect Digital Marketing https://www.forbes.com/sites/forbesagencycouncil/2018/10/04/how-much-will-blockchain-really-affect-digital-marketing/#34ee43be30dc
Case Study: Companies That Doing Blockchain Well
https://www.singlegrain.com/blockchain/blockchain-marketing-case-studies/
How Will Block Chain Impact Digital Marketing
https://www.business.com/articles/blockchain-online-marketing-help/
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