Who Rules the Web Now?
Harvard Business Review
FEBRUARY 22, 2011
Wired reported late last year, "The top 10 Web sites accounted for 31% of US page views in 2001, 40% in 2006, and 75% in 2010." The login systems for Facebook and iTunes give Facebook and Apple the ability to influence users through ad services downstream. They're out to kill the cost-per-thousand or CPM-based ad sales model.
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