Publishers can reshape the market if they get their content and their ads to travel together

摘要

One of the most fascinating stories of the last 10 years has been the digital decoupling of advertising and content-business models. No longer do the companies that create content have complete control over where and how it's monetized. Today, big platforms like Google, YouTube, Twitter, Facebook and Instagram are the power brokers. They create disruptive paradigm shifts not only in consumption, but also in advertising. Amazingly, however, none of these players creates much, if any, original content themselves. They depend greatly on professionals for this lifeblood.