The bursting of the dot-com bubble in the fall of 2001 marked a turning point for the web. Many people concluded that the web was overhyped, . The concept of "Web 2.0" began with a conference brainstorming session between O'Reilly and Media Live International. Dale Dougherty, web pioneer and O'Reilly VP, noted that far from having "crashed", the web was more important than ever, with exciting new applications and sites popping up with surprising regularity.
The first of those principles was "The web as platform." Yet that was also a rallying cry of Web 1.0 darling Netscape, which went down in flames after a heated battle with Microsoft. People don't often think of it as "web services", but in fact, ad serving was the first widely deployed web service, and the first widely deployed "mash up" (to use another term that has gained currency of late).
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