Advertising and the consumer in the age of Big Tech: a new moment in the evolution of monopoly capitalism?

Abstract The monopoly capitalism literature has traditionally approached advertising from the vantage point of its role in sustaining economic order. However, digitalised forms contexts dominated by giant digital platform technology companies like Google, Facebook and Amazon are disrupting existing order through a combination subsidy location effects, shored up capabilities new for real-time data collection on users. This poses significant challenges theory policy. In both respects case is made rehabilitating earlier approach Nicholas Kaldor, which emphasises heterogeneity questions subsidy, to complement dominant approaches school as exemplified Paul Baran Sweezy one side, Keith Cowling other.