Stratechery The Agentic Web and Original Sin
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May 20, 2025 Discover the impact of advertising as the foundation of the internet, and how it has shaped user experiences negatively. Explore the complexities of digital advertising and the challenges of finding sustainable content models. Delve into the declining ad-supported web's future amid the rise of apps and generative AI. Consider the importance of an open agentic web and innovative monetization strategies in the AI era, crafted to support content creators in a rapidly changing landscape.
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Advertising's Dual Role in Web Evolution
- Advertising was the original sin but also made the web a win-win economic system.
- It monetized human attention, enabling free access to vast content and services.
Challenges of Microtransactions
- Microtransactions for content aren't human-friendly due to constant payment decisions.
- Subscriptions succeed by offering regular, well-defined value, fostering ongoing commitment.
Decline of the Open Web Traffic
- Google supports the open web but its diminishing motivation and rising AI answers threaten web traffic.
- Ad-supported content sites face decline as users turn to apps and walled gardens.