Interesting point - but why wouldn&#x27;t the business model that worked for Facebook - ads - work on a decentralised web? Instead of posting content to FB alongside which they run ads and generate revenue, individual publishers could keep the ad revenue themselves, perhaps with a brokerage &#x2F; commission model like Google operate. Seems to work OK for blogs, which are quite decentralised. Why shouldn&#x27;t it work for status feeds?<p>In terms of targeting, once you&#x27;re dealing with &quot;small data&quot; instead of centralised &quot;big data&quot; you need a lot less algorithms to figure out what ads might work. A FB neural net probably does a lot of deep learning to guess that a bunch of mountain-biking friends might be interested in saddles. Decentralised operators could probably figure that out themselves.