Web2 is great at monetizing artificial scarcity through paywalls for stuff like content, courses, and communities. Web2 is also great at monetizing attention through ads. But as we’ve seen, ad platforms heavily favor large creators and optimize for certain engagement metrics that aren’t always in the best interest of people consuming the content. S... See more

Ad networks, most notably Facebook and Google, provided solutions to advertisers’ buying problems. The main thing they provided was more data on consumers.