The Internet is overwhelming. It’s simple as that. We’re bombarded with content and advertisements on pretty much every website we visit. Advertisers struggle to collect data on what will catch our eye and what will take us to their content. How old are we? Where do we live? What devices are we using to get to their page?

But one thing that has been overlooked often, among researchers is the ‘Why?’

Who owns the Internet? The answer is no one and everyone. The Internet is a network of networks. Each of the separate networks belongs to different companies and organizations, and they rely on physical servers in different countries with varying laws and regulations. But without some common rules and norms, these networks cannot be linked effectively. Fragmentation – meaning the end of the Internet – is a real threat.