John Battelle, a pioneer of the digital advertising industry, is expressing regret over the current state of the internet. Battelle admits he and his colleagues were overly optimistic about the internet’s potential for good, underestimating the potential for misuse. The digital advertising industry, he says, has become a surveillance economy, invading privacy and spreading misinformation.
Battelle believes the internet’s problems stem from the lack of a viable business model for content creators, leading to an over-reliance on advertising. He cites the dominance of Facebook and Google, who control 85% of the advertising market, as a major issue.
He also criticises the industry’s obsession with data collection, arguing it has led to a loss of trust among users. Battelle suggests that the solution lies in developing new business models that respect privacy and reward quality content. He calls for a collective effort from the industry to create a more balanced, sustainable internet.
Battelle’s reflections serve as a stark reminder of the internet’s failings and the urgent need for reform. Despite his regret, he remains hopeful that the industry can correct its course and realise the internet’s potential for positive change.
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