UGC, Not UGC: It is About the Economics of Context

Spanish ad holding company Havas recently created a digital media R&D division called Havas Media Lab, headed by our London-based friend Umair Haque. Now the Lab has come out with a provocative white paper, titled: The Economics of Consumption: User Generated Context. The full PDF paper is here (PDF link).

Its hypothesis: media companies and investors have been focusing on the wrong usage of UGC: instead of user-generated content, it should really be user-generated context, and gives its own opinion on why it


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