Chicago Booth's Luigi Zingales, in this article in Chicago Booth Review , has this to say about tech giants Facebook and Google: "The perceived price (for using Google or Facebook) is zero. It’s not really zero, because we are giving up our data in exchange. Google and Facebook’s market power in advertising increases the cost of advertising, which eventually will be reflected in the price of goods."
This plus the political implications of such a monopoly are discussed in the article. Click to read more.