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A compensatory economic structure that substitutes persuasion for exchange. Advertising emerged as the internet's proxy monetisation layer because native settlement was absent—where value could not be transferred, attention could be captured; where users could not pay, they could be sold.
The early internet lacked native payment/settlement infrastructure, so advertising became the only scalable monetisation mechanism—not because it was superior, but because it was compatible with existing constraints.
DM Section 3