I feel like another piece missing from why these companies are "flat" year over year is the fact that they are running into a wall of what people will tolerate.

I feel like another piece missing from why these companies are "flat" year over year is the fact that they are running into a wall of what people will tolerate. I don't think that there will be a renaissance like the author concludes. As a guy who worked in ad tech these tricks have been exhaustively tried. I think right now the industry trend is to pay for premium content rather then be inundated with Ads especially when it comes to games, video and music. I imagine we will see this pattern continue especially with the mobile gaming industry figuring out the key to everyone's wallet: in app purchases.