‘If we survive, I’ll take it as a win’: How bootstrapped publishers are adapting

“The complex web of human interactions that thrived on the internet’s initial technological diversity is now corralled into globe-spanning data-extraction engines making huge fortunes for a tiny few.”

Small businesses are the focus of every self-serve platform and the theme for this cohort is automation. Think about the day-to-day operations of a restaurant chain or a local bar: they likely won’t have dedicated marketing staff on board and their budgets are small and tied to performance.