Zu den ersten kritischen Analysen zählt The Theory of Peak Advertising and The Future of the Web aus dem Jahr 2013. Zu schaffen macht dem Markt vor allem die Verbreitung der Ad-Blocker.
Peak Advertising imagines a similar race between the declining value of a key resource and the ability for the industry to transition to some sufficiently robust financial substitute in time. Indeed, the implications for privacy, authenticity, and market structure are all symptoms of an industry already attempting to adjust to a new, challenging environment. Whether these changes are sufficient to preserve the same core business model that has sustained the web to date remains to be seen.