But it’s not just about the media. It’s the brands, the governments, the non-profits, the bloggers: anyone striving to grab a piece of the world’s limited audience’s supply of attention is locked in a competitive dance governed by the search algorithm of Google. From that structure was built the core business model of Web2: the sale of user data to programmatic advertisers who pay structured fees on a similar measure to “pageviews”, “uniques” and “sessions”.