List of Figures

I.1     The social media ecosystem

1.1    The flow of advertising exchange

1.2    Waterfalling

1.3    Header bidding

1.4    The two-sided market

1.5    Dating services

1.6    Finding Foursquare’s quadrant

1.7    Negative interest to value

1.8    Monetization matrix

2.1    Matrix of positions on value and scale

2.2    The IPO Timeline

3.1    Monetization matrix with disruption

3.2    Disrupting the news

4.1    Core monetization matrix with intellectual property law

4.2    Patent activity across the lifespan of social media

C.1   Industry life cycle

All figures, apart from 4.2, are created by the author.