17 
Who Rules the Web Now?
Harvard Business Review
FEBRUARY 22, 2011
They're out to kill the cost-per-thousand or CPM-based ad sales model. Amazon's widget that makes it easy to shop from inside Facebook reveals one way this oligopoly will become increasingly interconnected, while disintermediating as many others as it can. [For more, visit the Communication Insight Center.]. At the recent Online Publishers Association Member Summit, the two of us gave a keynote in which we presented some hypotheses about the future of online competition.
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