Everything has changed. It’s not just that major events have been cancelled — travel plans, weddings, sporting events, c

Then, if you were fed up with Facebook and there was another app that promised not to track you or sell your data, with interoperability you could switch to that new app and still communicate with your Facebook friends. In essence, the platform loses the ability to trap you and instead has to win you over.

Those decisions, paired with a lack of antitrust enforcement, led to the monopolized internet we have today, where most activity takes place on a handful of commercial platforms. While this produced those free, ad-funded services that were available to everyone, it has also served to place the profit motive before the public good. A less monopolized and more experimental web may revive the question of whether there should be more public ownership or worker control.

Logic editor Ben Tarnoff suggests that the proper organizational structure would depend on the scale of the service. In some cases, cooperatives would be ideal. Instead of a global Uber that mistreats and underpays drivers, there could be a federation of local ride-hailing cooperatives sharing technology and best practices so their communities benefit while drivers can still make a good living. They could even work with local transit agencies to build applications that encourage people to use sustainable modes of transportation instead of just what’s best for a company’s business goals.

The digital economy emerged during a peak neoliberal period — the early 1990s to the 2000s — but it was possible only because of certain public policies. Historian Margaret O’Mara explains that for decades, the U.S. government poured public research money into key hubs around the country — Silicon Valley being one, Boston another — to ensure it didn’t fall behind the Soviet Union. That public funding produced many of the technologies that have been key to the digital revolution, including the ARPANET and NSFNET, the forerunners to the internet. But in the early 1990s, as the Soviet Union collapsed and traffic on the NSFNET was picking up, the privatization of the internet became an explicit policy of Bill Clinton’s administration. Under his watch, the public backbone of the internet was retired, the web was explicitly opened to commercial activity, and few rules were put in place to ensure what happened online was in the public good.

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osts people valuable time, fuel, and frustration every single day. At the same time, large amounts of congestion impact governments who need to keep traffic flowing for the movement of goods, reducing pollution in certain areas, and for the safety of those on the road. Congestion is a global problem that impacts all levels of society. The most common causes of traffic congestion are known by any driver who has come across a traffic jam on their journey. Road incidents such as accidents and roadworks often cause unexpected delays. Bad weather conditions also result in lower-traffic flow speeds, while poor traffic signal timing limits capacity on smaller inner roads. However, the largest increase in global traffic congestion is due to one main cause: there are too many vehicles for a road network with a limited capacity.

“Grief is a natural response to loss. It might be the loss of a loved one, relationship, pregnancy, pet, job or way of life. Other experiences of loss may be due to children leaving home, infertility and separation from friends and family.”

We already see that in news, where declining ad revenue has not only led to the loss of thousands of journalism jobs but also incentivized major publications like the New York Times and the Washington Post, among many others, to add paywalls to their websites. While this brings in a new revenue stream for the publications, it arguably makes high-quality reporting harder to access, while the misleading, if not outright false, stories tend to be free and spread like wildfire on social media. This is a phenomenon that will need to be addressed in the ad-free web, and to locate possible alternatives, perhaps we should look to the past, when a more public-run internet reigned.

Doctorow argues that enforcing interoperability — when your various services work together regardless of who owns them — would eradicate the walled gardens erected by the major platforms. That would allow people to access posts, messages, and other data on whatever app they wanted to, instead of being beholden to the platform giants. Your iOS Messages would be portable to Signal, Facebook posts to Mastodon, and so on. Platforms would have to compete on features and user experience, not by locking your friends and family into one platform by default.

“We should have a LOT of firms, with a LOT of publications, paying a LOT of creators, to reach a very wide diversity of audiences,” Doctorow told me. “For that to happen, we need both a restructuring of ad markets, but also a restructuring of search, social media and app stores.” At present, the monopolies use their power to make it hard to compete with their dominant platforms — but that can be changed.

Facebook and Google’s services may become less attractive with new restrictions, while the other monopolies could create alternatives for Prime members or iPhone users — if they don’t simply try to buy their struggling competitors outright. Yet such a shock as the one we’re describing could also spur a serious effort to break up the monopolies, which would in theory create an opening for more experimentation with business models that reorient how we use the internet.

In the United States, federal and state authorities are already conducting antitrust investigations into Amazon, Facebook, and Google. On October 20, the Department of Justice sued Google over its monopoly on search and search advertising. But given the right political circumstances, the rupture caused by an ad collapse could accelerate antitrust action to not only break up tech monopolies but also enforce rules that would limit mergers, acquisitions, and even the predatory pricing that has allowed companies to use venture capital to undercut their competition. Changing the rules that govern the market could then lead to very different outcomes.

For example, maybe you want to keep using Facebook, but it requires you give up even more of your data to remain profitable. Some people might be okay with that, but maybe you really care about privacy. So, thanks to interoperability, you subscribe to a new app called Securebook, where you can still communicate with all your Facebook friends, but there are no ads or tracking. Or maybe you go to Lookbook, where you get similar features, but it’s a barebones operation and the owners display only enough ads to keep it running, not turn big profits. But that’s fine because Facebook has to let you access your data from anywhere.

“The ubiquity and the monoculture of ads has prevented other types of business models from forming,” Hwang says. But if we reached a point where ads didn’t produce the same kind of returns, “people would finally be able to experiment.” Those new models could also bring significant benefits to a web that’s currently dominated by a few massive platforms.

Both Doctorow and Hwang are excited about the different prospects that could emerge in such a scenario, but it could also present challenges to maintain equity online. Hwang explains that without financial speculation to inflate the value of advertising, the web may not generate as much revenue. For some, that would be “a painful transition, because it’s unclear if the aggregate size of the pie is just smaller,” he says, but for others, it would create an opportunity that was previously stifled by the dominance of the ad model. Hwang also warns that this future could create a more fragmented web where “some people will be able to afford the internet they knew, while other people will be pushed to a less featureful internet.” Advertising has funded all these free services that are the same whether you’re Mark Zuckerberg or one of Facebook’s poorly paid content moderators, but a proliferation of business models could also correspond with a greater inequity in our online experience.

“Advertising has allowed us to punt the question of whether or not some of these services are fundamental services that you have a right to,” Hwang says. “But in a world where everybody needs to pay, the question of whether or not it’s a utility becomes a lot more clear.” He belie