Point taken. There are two key models: 1) Is to monetize through branded content which is directly sold by the publisher and distributed through their own social channels. This is possible because the brand’s message can travel with the content no matter where it lives. 2) The platforms (fb, twitter, snapchat, youtube etc) become the ad sellers and inject ads within different channels of content and share revenue back with the publisher based on their contribution to the overall volume of engagement. As the model of “homeless media” matures, I am confident that other ways of monetizing will emerge. What do you think?