Leverage

One of the subjects that should be taught in school is leverage. We get sent into life that will often be determined by leverage: Who has it and who uses it effectively.

The last era of digital media eradicated all traditional forms of leverage for publishers. The decision to separate the media impression from the audience data (and measure effectiveness by clicks) was the capitulation of the publishing industry. At that point, the leverage shifted to the buy side and platform intermediaries, while publishers fought for scraps. Those who were willing to pursue a whatever-it-takes approach to vacuuming up audiences with SEO chop shops, Facebook chum and assorted growth hacks fared the best, particularly if they pushed the envelope on monetization to the edges of plausibility. The excitement around artificial intelligence will produce more of the same. Shamelessness is the final moat.

 
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Πηγή: therebooting.com