AI Snips
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Who Pays For Media?
- Media must be paid for one of three ways: by users, by purchases inside the medium, or by advertisers.
- Identifying the funding model reveals the incentives shaping any medium.
Ads Separate Creators From Funders
- Selling ads separates the audience you serve from the people who pay the bills and changes creative priorities.
- That separation tempts creators to serve advertisers' needs over their audience's needs.
Brand Vs Direct Marketing
- Brand marketing aims to change perception over time and tolerates unmeasured interruption.
- Direct marketing demands measurable clicks and actions, which produces a very different media experience.