This chart from eMarketer really brings it home.

We have a digital advertising duopoly.

The difference between second and third place is massive.

I don’t want nor do I expect any governmental response to this market failure.

I want to see the technology industry adopt new approaches to monetization, ideally not attention based models, to combat this.

I don’t think subscriptions are the only answer here, as many do.

We need models that support free consumption of media for many reasons.

I think the crypto sector has some answers for us but I am also looking elsewhere.

We need new approaches and we need them now.