We are in the midst of a shift in how we encounter information. And we’re wrestling with three paradigms at the same time. The oldest of these paradigms, for for most of us, is edited media. … You have a powerful gatekeeper, the newspaper editor, who says, “Here are things you need to pay attention to today. Give this a small amount of your time, and you will be roughly up to date with what you need to know.”
The Web We Lost
I can have my independent blog, but if it’s not being promoted through one of these networks, nobody sees it. If it’s not being injected in one of these streams in a format that’s consumable in one of these streams, that’s compatible with what they call native advertising, which is stream items that are ads, then it doesn’t get seen.