A Legacy of Innovation

Mike McCue’s career spans three decades in the tech industry, with a notable role as vice president of technology at Netscape, where he contributed to making the internet’s information vastly more accessible. Today, he is at the helm of Flipboard, focusing on creating the Surf browser to compete with traditional social media. This browser is positioned within a growing movement aimed at decentralizing the internet.

The Challenge of Centralization

Online publishers have long voiced concerns over reliance on major platforms like Facebook and TikTok, which often dilute their connections with audiences. In 2023, the advent of AI systems threatens to exacerbate this disconnect, potentially severing the last links between content creators and their readers.

The Surf browser is part of a technological shift that seeks to return control to the users, allowing for more direct interactions between media companies and their audiences.

Introducing the Surf Browser

Surf is designed to compile content from various sources into a unified view, akin to a dashboard. Users will be able to curate and share personalized collections of information. Currently in private testing, Surf is slated for a public release later this year.

The Emergence of Standards

The transition to decentralized social media relies on new standards, notably ActivityPub, formalized by the World Wide Web Consortium in 2018. ActivityPub enables different social media platforms to communicate, fostering a more integrated ecosystem where users can interact across various services.

Interest in this standard has surged, particularly following Elon Musk’s acquisition of Twitter, which prompted many users to seek alternative platforms that prioritize user control and interaction.

Decentralization Gains Momentum

In 2023, the decentralized social media landscape witnessed significant developments when Meta announced its adoption of ActivityPub for Threads, its competitor to Twitter. This shift has ushered in over 300 million participants, many of whom are now part of this new ecosystem.

Additionally, initiatives like Bluesky—founded by Twitter’s co-founder Jack Dorsey—have advanced the cause of decentralized communication, demonstrating that users are eager for change.

Rethinking Advertising

Another potential advantage of the new open social web is the possibility of moving away from intrusive advertising practices. Rather than targeted ads aimed at individuals, McCue envisions a system of “contextual” advertising based on users’ interests, thus enriching the user experience without compromising privacy.

Media organizations such as Bloomberg and the BBC are beginning to explore this new model as well, reflecting a growing interest in the ActivityPub standard.

The Internet’s Future: A Return to Decentralization

The vision for a decentralized internet is reminiscent of the early days of the World Wide Web, following the principles set by pioneers like Theodor M. Nelson, who introduced the concept of hypertext. Followers of this new movement are advocating for a return to an internet structure that prioritizes individual autonomy.

While the transition from centralization to decentralization poses various challenges—such as moderation and content discovery—many in the industry anticipate that these innovations will lead to more meaningful engagement between users and publishers.