The Internet networks of 2021 are more multiple and polarised than ever. This complexity makes them rich. But it also makes it difficult to monitor and control the distribution of content that circulates massively.
At a time of radical change in usage (Voice over IP, digital events, etc.), of platforms obsessed with privacy—which is undermining established audience acquisition models—and of deep crisis of confidence in institutional media, the cards have been reshuffled. The contours of the digital playing field on which content strategies have been deployed for the past fifteen years are blurred. The rules they follow and the measurement of the results they achieve are also blurred, in a lasting, probably permanent way.
