Innovative ad network The Deck is shutting down for good. From their announcement:
In 2014, display advertisers started concentrating on large, walled, social networks. The indie “blogosphere” was disappearing. Mobile impressions, which produce significantly fewer clicks and engagements, began to really dominate the market. Invasive user tracking (which we refused to do) and all that came with that became pervasive, and once again The Deck was back to being a pretty good business. By 2015, it was an OK business and, by the second half of 2016, the network was beginning to struggle again.
The consequences of walled gardens like Facebook, Twitter, Instagram, and Medium soaking up the majority of internet traffic go well beyond data ownership and privacy. A more decentralized world wide web creates more opportunities for innovation and a system that is harder to "game."