Stratechery Market-Making on the Internet
May 5, 2021
Discover the pitfalls of Web 2.0, including centralization and user data concerns, alongside innovative solutions like Twitter's Scroll acquisition for better consumer experiences. Explore unique subscription models that allow ad-free access to digital media, revealing how companies are rethinking monetization strategies. Delve into the evolving e-commerce landscape with insights on Shopify's integrations with major platforms, showcasing the benefits of a multi-market approach in today's complex economy.
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Web 2.0's Unfulfilled Promise
- Web 2.0's initial promise of interoperability failed, leading to the rise of centralized platforms.
- These platforms prioritize user-generated content and ease of use over decentralized linking.
Ad Agencies as Market Makers
- Traditional ad agencies acted as market makers, connecting advertisers with various media outlets.
- This model suffered as advertising centralized on platforms like Google and Facebook.
The Need for a Market Maker in Media
- While the New York Times thrives on subscriptions, many publications and readers desire a similar model.
- A market maker is needed to connect these publications with potential subscribers.