The Ad Business is Going Nowhere… But It Will Be More Contextual

It has become a common narrative on social media to say that ad-based businesses are dying. I’ve seen incredibly smart people say that the future is subscription and commerce; any publisher still relying on ads is doomed to fail.

I can understand why people think it’s true with the amount of ad inventory that Google and Facebook have claimed. Some reports say that Amazon, Facebook and Google account for two third of digital spend. How can anyone build a business when that’s the case?