The whole web pays for Google and Facebook to be free

Do you feel things on the internet are getting more expensive? Well, you may be onto something. While we don't directly pay to use services like Google and Facebook, the reality is that we do so in other ways. For example, by simply clicking an ad in one of them. Alex Webb — an expert on the technology and communications sectors — believes that "If online power, and the ad revenue that comes with it, continues to concentrate within those two platforms, expect what you watch, read or listen to elsewhere on the web to start costing you money." Is there anything that can be done to change this?