If there is money to be made those companies would make deals for data/ad-space, it’s just that they will do it in competition with other ad services and search services for example. That’s how a healthy market works, no? (Aside from the problematic data brokerage which is another issue)

And if they can’t survive that, then the business should probably not exist.

In that sense you could argue the market is “hurt” but I think consumers will benefit in the long run when competition can thrive, and monopolies do not exist.