For all the success of the current wave of online services, a handful of advertising models produce virtually all the revenue. How do things evolve as software merges with Web-based services, and the Net becomes more open, more participatory, and more complex? Will the largest portals and social networks absorb most of the value, or will more-focused players be able to thrive? Will advertising remain the dominant monetization strategy, and if so, how big can the pie grow?

Stephan Zimmermann (McKinsey) leads a discussion featuring Doug Mack (Adobe), Craig Sherman (Gaia Online), and David Kidder (Clickable) about what it takes to monetize successfully in the current environment, and what may change in the future.

 

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