>As a result, companies such as Apple, Facebook and Google have developed their own coping mechanisms. Apple offers consumers news content in its Apple News app

>As a result, companies such as Apple, Facebook and Google have developed their own coping mechanisms. Apple offers consumers news content in its Apple News app, bypassing the public Web. Facebook's Instant Articles, which allow publishers to partner with Facebook so their content loads more quickly, follows the same logic. This is the real tragic legacy of web ads: the balkinzation of the Internet. Emerging countries like India are seeing smartphone plans that incentivize the use of entrenched media on the Internet, to the point that the 'open web' might be too expensive to access with any frequency. This is a hindrance to innovation.