The value proposition for publishers and for users was, and still is, a moving target. The beginning of ads in search results, in timelines, were promised to be

The value proposition for publishers and for users was, and still is, a moving target. The beginning of ads in search results, in timelines, were promised to be ‘small, unobtrusive, text-based ads’ that didn’t take away from the organic results and content. But this began a race to the bottom. It was a slow burn — boiling the frog. What we have now is drastically different then the promises that we’re made a decade ago. That’s why I call it a bait and switch.