Welcome to the digital ecosystem – a land grab akin to the game of Risk, still to be played out. Advertisers must understand the new terrain well and place the right strategic bets. Unlike the evolution of land masses, these are fluid territories. They change in size, splinter off and new ones still emerge. Start-ups appear with the potential to dominate the landscape, using algorithms as their armory. Smart though machine learning and AI may be, the biggest players now have such powerful network effects and sticky suite of features that it will take much more than it has before to conquer their territory. The Death of Everything? Meanwhile, what of “traditional media”? The pull from the duopoly has sucked the revenues out of it, especially in the press medium, and to some extent television. The “digital exclusivity” narrative has played this as the “death of…”. The death of television, in particular, is given centre stage. The admirable journalist Bob Garfield has been a leading proponent – even having a chapter labelled “The Death of Everything” in his book The Chaos Scenario (2009). I think even Bob would admit that the revolution has been rather less apocalyptic than his prophecies. It is not a new claim. In 1996, Nicholas Negroponte, the author of Being Digital,