The war on friction

source: https://www.therebooting.com/the-war-on-friction/

The tech giants believe they should control the interface. Controlling the interface used to mean controlling the distribution. The zero-click vision that’s increasingly taking hold will mean publishers and their webpages are regarded as friction standing in the way of people getting what they want immediately, without wading through full-screen interstitial ads, endless pop-ups and autoplay video. That’s going to be a compelling proposition. It will also conveniently accrue all power to the interface and relegate publishers to content vendors.

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