Programmatic: What if the Open Web took inspiration... from Spotify? 🎧 📰

Fifteen years ago, the music industry was at a dead end: its market had collapsed by 35% in 10 years, primarily due to illegal downloading platforms (eMule, Megaupload, etc.) that allowed free access to their content 💸💸

Then along came (a bit illegally at first ^^) music streaming platforms: Spotify, followed by Deezer, etc. 🎵

Their value proposition was simple:

• For users: make ALL record label content legally accessible in 1 click, with zero latency, for the modest price of half an album per month.
• For record labels: redistribute subscription and ad revenue based on the distribution of users' streams.

Results?

A 110% increase in sales over 13 years for the industry, with streaming platforms becoming the primary distribution network for music content (67% of industry revenue). 💵💵 (source: Statista)

Today, the Open Web is also at a dead end:

⚔️ Platforms capture 75% of the market share (digital advertising).
🤖 OpenAI is starting to drive a heavy decline in website traffic... and legal battles are shaping up to be long before publishers (perhaps) win their case.
😡 Users are generally resistant to the idea of paying a subscription on every single site.

➡️ What if the Open Web took inspiration from the Spotify model?

✅ A single app where readers could consume ALL articles (imagine if you had to pay one Spotify subscription per record label or music genre 😂), and where publishers would be paid proportionally to reading time.

✅ An app that would become a daily reflex for users, just like a Spotify, a YouTube, or a LinkedIn, and where publishers would no longer be at the mercy of the platforms.

✅ An app where ad formats would be designed to provide a premium experience for brands (e.g., sponsored articles or mobile interstitials with a "skip 5s" option).

App initiatives have already emerged (e.g., Cafeyn in France), but they mostly offer PDFs, not all onsite articles, lack a free ad-supported version, and don't benefit from self-promotion by the publishers

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At GreyFox Ads, we believe the quality OpenWeb brings real efficiency to advertisers.

We are an Adnetwork that helps Media Traders outside of France to address the French market with all our deep market knowledge focused in one "Master Curated Deal".
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Link to original post : https://www.linkedin.com/feed/update/urn:li:activity:7483022582187819008