Customers, not advertising, might pay for the future of the internet

Google is expected to net 30.9% of all digital ad revenue in 2016 followed by 12% share by Facebook, reports eMarketer.
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That’s left precious little oxygen for new startups that need a business model. Businesses with SaaS business, on the other hand, can tap into recurring revenue that gives founders a steady stream of income with just hundreds or thousands of users, instead of the millions needed to make online advertising lucrative.
http://qz.com/683329/customers-not-advertising-might-pay-for-the-future-of-the-internet/