Ads are going to tumble, because the targeted online advertising industry is largely bullshit [1] -- a house of cards built on collective delusion and sustained

Ads are going to tumble, because the targeted online advertising industry is largely bullshit [1] -- a house of cards built on collective delusion and sustained on perverse incentives and borrowed time. Brand advertising will be as prevalent as ever, and with every online storefront (e.g. Walmart, Newegg, Amazon) devolving into a 'marketplace' with random sellers, the value of brands as a reliable quality signal will climb higher than before. Submarine influencing will thrive and be indistinguishable from organic content; if discovered it won't be perceived as advertising but rather lobbying or conflict of interest. Recurring subscriptions will be the dominant business model for content exchange. Vertical integration of content production, distribution, and delivery will predominate in areas like entertainment and news. Until this transition is complete, aggregators will offer meta-subscriptions to some curated subset of wider offerings. [1] https://news.ycombinator.com/item?id=10271348 https://news.ycombinator.com/item?id=10271348