Lately, the repeal of net neutrality by the Federal Communications Commission is what has been keeping some business owners up at night. It’s a difficult problem to plan for because nobody knows what to plan for. Nobody’s even certain if it will be a problem.
Right now, the future of the internet is a jumble of conjecture and speculation. Nobody knows what will happen due to the repeal of net neutrality. Maybe the answer is: Nothing much. But what could occur? Some business owners and consultants have a few predictions.
Eric Dahan, co-founder and CEO of Open Influence, a marketing firm with offices around the world, doesn’t think it will shake out well. He offers this opinion: “The entire online advertising industry is based on monetizing people’s attention, and by eliminating net neutrality, the FCC would give the cable companies a monopoly over how you use the internet. This would allow them to manipulate what you can and can’t pay attention to—giving cable companies full control over the online advertising industry.”
Steve Yi, co-founder and CEO of MediaAlpha, a platform for selling vertical search media, also sees a possible gloomy future for marketers. After all, if a business has to spend more on its website to acquire and keep customers, it’s going to have less money for other expenses, like marketing.
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