Tag Archives: adpocalypse

Video Platform Go Boom: Perspectives on the Adpocalypse

As it becomes increas­ing­ly obvi­ous a sea change is occur­ring at YouTube with respect to how the com­pa­ny con­ducts busi­ness and gov­erns its user base, it’s time we had a mean­ing­ful con­ver­sa­tion about the use of third-par­ty con­tent aggre­ga­tion plat­forms and the long-term effects of putting too many eggs into the same bas­ket.

Only a few gen­er­a­tions have been lucky enough to wit­ness the birth of the World Wide Web (and mass com­mer­cial­iza­tion of the Inter­net prop­er) and still have the priv­i­lege of liv­ing a rea­son­able num­ber of years on both sides of that flash­bulb moment in his­to­ry. Mine is one of them: togeth­er, we’ve grown with it, nur­tured it, aug­ment­ed our lives with it, watched it evolve — and we’ve drawn incred­i­ble ben­e­fit from the tech­no­log­i­cal rev­o­lu­tion that fol­lowed. Today all man­ner of com­put­er sys­tems cross paths with our lives hun­dreds of times on a dai­ly basis, and most times, it rarely elic­its a thought.

We’ve become so inti­mate­ly tied to our tech­nol­o­gy that invis­i­ble design has become an exquis­ite­ly refined, and gen­er­al­ly expect­ed, norm. Where once the shar­ing of con­tent on the Web was an intel­lec­tu­al­ly expen­sive and fair­ly time-con­sum­ing under­tak­ing — often requir­ing an indi­vid­ual to learn var­i­ous back-end tech­nolo­gies and pro­gram­ming lan­guages as well as visu­al design and its atten­dant soft­ware — nowa­days, most peo­ple rely on a mul­ti­tude of turn-key solu­tions that do much of the think­ing and heavy lift­ing for us, offer­ing decent inte­gra­tion with very lit­tle down­time.

Well, at least until that ser­vice changes the rules, lim­its its fea­tures, crash­es, or liq­ui­dates its assets.

Then we have a prob­lem.

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