Despite justified fears of the tightening duopoly in digital advertising, it is clear that Big Tech’s dominance is a double-edged sword. Google and Facebook have grown to sizes that make them direct rivals to governments, which means that many of their targeting capabilities are being forcibly amputated by regulators in the name of user privacy. While the two companies dominate digital advertising, all they are really offering is size and scale, rather than skill. The newest round of updates to ad tech infrastructure has ringfenced advertisers even further, with many surrendering to the assumption that advertising is become irreversibly less targeted. This week we spoke to one company that believes dynamic ad creative presents a last-gasp effort for advertisers to…