The current system of say Facebook, Google (YouTube, Search Engine Optimization) and just about no one else has lead to what I see as a possilbe break from these masters or owners. It will take time and effort by all and so far, just peeps (noise) from governments.
I'm hoping Dani Horiwitz will weigh in here since this is not my field. My thoughts on this go back years as privacy was something we all had a lot more of a few decades ago. But here we are and it's a new world but one controlled by the few as in the two companies (rule of two) it seems.
Some want us to capitulate to our new masters. But it does seems to be a new federation of networks is out there. By that I mean Mastodon and similar but for now it seems from my limited view it's Mastodon. Right now there are YouTube, Instagram and Twitter alternatives so some work is underway.
It's not as if they are working to kill off the younglings. Or are they as Adam Conover interviews and more at https://www.earwolf.com/episode/the-internet-the-business-of-tech-and-happiness-with-scott-galloway/ The title there is "Big Tech, Workism and Killing Companies in the Crib with Scott Galloway, Factually! with Adam Conover #6 July 2, 2019."
After that I get the feeling that "Evil Will Always Triumph Because Good is Dumb". Well maybe that's a bit much but here we are with only two(?) companies running the big show.
So with that I will, when I can, DuckDuckGo and try spending time with a Mastodon and it's tribe.