Splinternet | Article about splinternet by The Free Dictionary
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splinternetAn Internet that is increasingly fragmented due to nations filtering content or blocking it entirely for political purposes. Splinternet also occurs when apps use their own standards for accessing data, which differs from the universality of the Web (browsers, websites, HTTP protocol, etc.). See website and HTTP.
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has an expansive impact because it breaks many of the foundational assumptions upon which digital marketing has been historically based.