The firstMarketing wave of Internet disruption enabled purely digital products to be sold and delivered online. New digital players grabbed the opportunity to distribute news, music, movies, and so on online and deliver only what people wanted to consume, even if that meant just a portion of the full content. In recent years, a new wave of digital disruption has been taking over the web. This second wave is characterized by the separation of consumption activities that traditionally went together, hand-in-hand, such as TV shows and advertising.