There has been considerable action from governments across the globe to introduce regulations, restrictions and even fines for big tech companies in recent weeks. The goal? To limit the power that big tech has. But are the measures that are being taken addressing the problems that have contributed to the growing power companies such as Google, Facebook and Amazon have in the world?

When one of the biggest digital advertising companies in the world, announces that it has made the decision to eliminate the use of third-party cookies, the key piece of technology that a $330B (US) a year industry relies upon to function, it’s hard not to notice.