It's almost like the situation of buggy hardware implementations of networking protocols being so prevalent that software has to adapt to it, and vice versa, leading to lots of silly non-compliant (or non-optimal) behavior because it's disadvantageous to fix your behavior before upstream/downstream fixes theirs.
I think the better ways to fix this would be either gradual change, carefully-crafted regulation, or a new platform entirely that's not owned by an ad company.