Advertising is a unique service business. When limited to the Internet, platform operators gather users and allow them to access the platform for free in exchange for viewing advertisements. In reality, users are not accessing the platform for free; instead, the advertiser pays for it. In other words, users do not fulfill any obligations regarding platform use, while the advertiser assumes those obligations and gains profit by notifying and exposing themselves to the user. The platform operator fulfills its obligation by providing the advertising medium to the advertiser, but does not guarantee the advertisement’s success and is not accountable for the outcomes of the business. Advertising represents one of the few unique transaction structures in the world that satisfies the utility of each party without necessarily attributing benefits to the counterparty meant to receive them. Such an unusual transaction structure has been rare throughout human history. Although the advertising indu...
I previously presented the stone currency "Fei" used on the island of Yap in Micronesia, the western Pacific island nation. The "Fei" currency was a round circle, sometimes over 3 meters in diameter and weighing 3.5 tons. The island of Yap had no roads. People went in and out barefoot. Several people carried this money by placing wooden sticks in the center hole of the circle. The island used to belong to Germany when Germany bought the Caroline Islands from Spain. The German government ordered the village chief to repair the path. But the village chief refused the order. A fine had to be imposed, and the heavy stone money could not be confiscated. After much agonizing, the German government marked the stone money with a cross in black paint. In other words, they confiscated the property. Surprisingly, the village head repaired the path and the German government removed the cross. The seizure was lifted. Economic value is personalized through ownership. The key to o...