money it creates de novo In the latter case, the central bank may purchase government bonds by conducting an open market purchase, i.e. by increasing the monetary base through the money creation process. If government bonds that have come due are held by the central bank, the central bank will return any funds paid to it back to the treasury. Thus, the treasury may "borrow" money without needing to repay it. This process of financing government spending is called "monetizing the debt". In most high-income countries the government assigns exclusive power to issue its national currency to a central bank, but central banks may be forbidden by law from purchasing debt directly from the government. For example, the Treaty on the Functioning of the European Union (article 123) forbids EU central banks' direct purchase of debt of EU public bodies such as national governments. Revenue from business operations Web sites and mobile apps that generate revenue are often monetized via online advertisements, subscription fees, or (in the case of apps) in-app purchases. In the music industry, monetization is achieved by placing ads before, after, or in the middle of content on a platform that supports this or posting the music on on-demand apps like Spotify and Apple Music. On-demand content sites like Spotify and Apple Music pay the artist a percentage of the monthly subscription fees they receive from their users. To put release music on streaming apps like Spotify and Apple Music, an artist has to reach out to a distributor like TuneCore or Distrokid. They are the one who do make the music available on streaming sites. This is usually done for a percentage of the revenue generation. For each public viewing, the advertising revenue is shared with the artist or others who hold rights to the video content. A previously free product may have premium options added thus becoming freemium. Businesses monetize their value propositions to generate the resources necessary for continued operation through a business model or revenue model. Failure to monetize websites due to an inadequate revenue model was a problem that caused many businesses to fold during the dot-com bust. Equally, David Sands, CTO for Citibank Equity Research, affirmed that failure to achieve monetization of the Research Analysts' models as the reason the de-bundling of Equity Research has never taken hold. On the other hand, aggressive monetization refers to how a firm or business