You really hit the nail on the head with your thoughts on vertical content. Horizontal content was more favoured at a time when smartphones had less traction and computers were still the preferred gateway onto the internet.

Now that we’ve seen that shift — 64% of adults in America own a smartphone, according to a 2015 Pew Research Center study — the time has come to embrace vertical content, and those that have done so, as the article says, have started to see massive benefit from it.

Amazing read, Ross. Thanks so much for writing it!