The history of media can be told in the history of its business models, which themselves depend on the time and society that spawned them. The first step toward media measurement was in 1869, when George Rowell published The American Newspaper Directory
Great post with fantastic historical context.
I agree with where the marketing space is heading; a fairer revenue share with users and publishers (/networks).
It will definitely be more complex.
How do you see this working in a world with private activities and value accrual? I see that we are in a temporary phase of "everything being public" in Web3 / crypto, but we will soon move to everything being private.