She cites examples of Gmail introducing sponsored email; the social advertising toolThunderclap, which won a Cannes Innovation Lion in 2013; and the wild success of the native advertising industry, which will boom to around $11 billion in 2017. According to Horsburgh, “each of these ‘cutting-edge’ innovations were techniques pioneered by the deep web.” Native advertising takes its cues from the “astro-turfing” used by China’s 50-cent party, where people were paid to post favorable comments on internet forums and comments section in order to sway opinion.