The Holy Grail of advertising has always been advertisement that people want to watch, which occasionally happens. You know, the Super Bowl, people sit there and watch the advertisements. Some print advertising is very beautiful.
Tim WuThe case for industry breakups comes from Thomas Jefferson's idea that occasional revolutions are important to the health of any system. As he wrote in 1787, “a little rebellion every now and then is a good thing, and as necessary in the political world as storms in the physical one.
Tim WuWikipedia, a nonprofit, is an enormously popular website but has managed to operate without advertising. And, you know, maybe it's a little simpler than Google and YouTube, but it does show there's another way.
Tim WuWhen you think about normal advertising, it's just like, hey, here's a car and, you know, we don't know if you're looking for a car or not. So Google promised that mental state, and then were able to prove that delivering the message at the exact right moment would make someone click on something. So they pioneered the idea that advertising could be profitable on the internet, that a specific, very micromental state could be targeted. And they established the primacy of the click, which has haunted us ever since.
Tim Wu