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WHAT WOULD GOOGLE DO
Great things are usually made by specialists, not by all of us. These specialists can create things that the rest of us want. This means that networks can emerge with two groups: one that supplies something valuable, and another which consumes that service. This is where the most valuable type of Internet company enters the game: aggregators.
Uncharted Territories • Platforms and Aggregators
As with AdSense, big is not where the leverage is. Rather this new corner of ad space liberates the small to middle—a billion businesses who would have never thought of, let alone ever got around to, developing a cool advertising campaign. With a peer-to-peer system, these ads would be created by passionate (and greedy) users and unleashed virally
... See moreKevin Kelly • The Inevitable: Understanding the 12 Technological Forces That Will Shape Our Future
The Web of the future however will be about individual creators, their creative, and their audiences. It will also be about brands and developers, and their direct relationships with users and consumers. It will not be about gated publisher platforms, ad networks, and middle-men data brokers. That lot will (hopefully) be replaced by open protocols ... See more
Antonio Garcia Martinez • Everything is an ad network
