As soon as, in 1993, the advent of more modern internet technologies allowed companies to slowly begin to harness the internet, track users, sell data, and slowly consolidate resources into centralized sites, using just a few content delivery networks, and a mass ad system known as Google AdSense in 2005. As of 2024, about 20% of internet traffic is channeled through either the social media network Facebook and the search engine Google, raising real questions about the monetization, centralization, and potential control and censorship of those who explore the internet.