Required viewing: A Good American, a documentary on Bill Binney and the NSA by @FriedrichMoser. IMHO, this is the real Snowden movie. And I say that with full respect for Snowden. Please watch it. (Disclosure: I have spent quality time with both Bill and Fritz, and believe in both.) Bonus dude: @KirkWiebe, also ex-NSA and a colleague of Bill’s. (In case you think this is all lefty propaganda, read Kirk’s tweets.)
Deep background on the dude. From exactly 20 years and a few days ago. Revealing what you already knew, only vividly now. Pull-quote: “And, most important, every square inch belonged to Trump, who had aspired to and achieved the ultimate luxury, an existence unmolested by the rumbling of a soul. ‘Trump’—a fellow with universal recognition but with a suspicion that an interior life was an intolerable inconvenience, a creature everywhere and nowhere, uniquely capable of inhabiting it all at once, all alone.” Now “it all” is the USA.
Dave Winer’s Binge-Worthy TV Shows. Definitive. And I say that entirely because I trust Dave. He’s my designated watcher. (I also like that Twin Peaks isn’t in there. I binge-watched the original, both seasons, end to end, and hated where it went, meaning where it didn’t go, such as to an ending. A quarter century later I watched most of the first episode and part of the second, punching out of both when it got too gratuitously bloody and strange in what I thought were non-David-Lynchian ways, meaning I can guess the ending now: Cooper kills his doppelganger (a better character than Cooper, btw) and rescues Laura Palmer from hell. Tell me if I’m wrong in a year or few.
Theresa May wants to regulate the Internet. (Time) Which would be like regulating gravity. (Clue: you can think you’re regulating the Internet by mistaking containers on it for the real thing, and then regulating the containers in and the people in them. It does help that the containers aren’t the Net. So there’s still hope.)
Errata Security: Your printers and files are designed to narc on you. Here’s the fuck: “most new printers print nearly invisible yellow dots that track down exactly when and where documents, any document, is printed.” Also, if you want to see the personal metadata embedded invisibly in your own images (yes, all of them), or in those you find on the Web or elsewhere, go to MetaPicz. Among the gems in my own metadata is this item: “Owner: Tangent Mind llc.” Search: Tangent Mind llc. Can’t figure it. Yet. Help welcome.
Until I read this about Carol Connors, I only knew her as the sweet girly sounding lead singer of The Teddy Bears, whose only hit was To Know Him Is To Love Him, which was the slow-dance song of the late ’50s. She was in high school at the time. The song was written and produced by bandmate Phil Spector, and based on an inscription on his old man’s grave. Carol not only went on to a fine career as a singer, but she scored big as a songwriter too. Among other achievements, she co-wrote Gonna Fly Now, which you know better as the theme music for the movie Rocky. Somewhere in there she also wrote the Rip Cords’ Hey Little Cobra.
Brands are bailing from adtech, and news about it is coming fast and hard.
The New York Times said AT&T and Johnson & Johnson were pulling their ads from YouTube, concerned that “Google is not doing enough to prevent brands from appearing next to offensive material, like hate speech.” Business Insider said “more than 250” advertisers were bailing as well. Both reports came on the heels of one Guardian story that said Audi, HSBC, Lloyds, McDonald’s, L’Oréal, Sainsbury’s, Argos, the BBC and Sky were doing the same in the UK. Another Guardian story that said O2, Royal Mail and Vodaphone were joining the boycott as well. Wired and AdAge have weighed in too.
Agencies placing those ads on YouTube were shocked, shocked! that ads for these fine brands were showing up next to “extremist material,” and therefore sponsoring it. They blame Google, and so does most of the press coverage as well.
On Monday, at a breakfast briefing with journalists before he took to the stage at Advertising Week Europe — Brittin said the annual ad industry event gave Google a “good opportunity to say first and foremost, sorry, this should not happen, and we need to do better.”
Brittin added: “There are brands who have reached out to us and are talking to our teams about whether they are affected or concerned by this. I have spoken personally to a number of advertisers over the last few days as well. Those that I have spoken to, by the way, we have been talking about a handful of impressions and pennies not pounds of spend — that’s in the case of the ones I’ve spoken to at least. However small or big the issue, it’s an important issue that we address.”
Google also isn’t alone at this. They’re just the biggest player in an icky business. That business is adtech: tracking-based advertising.
Real advertising doesn’t do any of those things, because it’s not personal. It is aimed at populations selected by the media they choose to watch, listen to or read. To reach those people with real ads, you buy space or time on those media. You sponsor those media because those media also have brand value.
With real advertising, you have brands supporting brands.
Brands can’t sponsor media through adtech because adtech isn’t built for that. On the contrary, adtech is built to undermine the brand value of all the media it uses, because it cares about eyeballs more than media.
Adtech is magic in this literal sense: it’s all about misdirection. You think you’re getting one thing while you’re really getting another. It’s why brands think they’re placing ads in media, while the systems they hire chase eyeballs. Since adtech systems are automated and biased toward finding the cheapest ways to hit sought-after eyeballs with ads, some ads show up on unsavory sites. And, let’s face it, even good eyeballs go to bad places.
This is why the media, the UK government, the brands, and even Google are all shocked. They all think adtech is advertising. Which makes sense: it lookslike advertising and gets called advertising. But it is profoundly different in almost every other respect. I explain those differences in Separating Advertising’s Wheat and Chaff:
…advertising today is also digital. That fact makes advertising much more data-driven, tracking-based and personal. Nearly all the buzz and science in advertising today flies around the data-driven, tracking-based stuff generally called adtech. This form of digital advertising has turned into a massive industry, driven by an assumption that the best advertising is also the most targeted, the most real-time, the most data-driven, the most personal — and that old-fashioned brand advertising is hopelessly retro.
In terms of actual value to the marketplace, however, the old-fashioned stuff is wheat and the new-fashioned stuff is chaff. In fact, the chaff was only grafted on recently.
See, adtech did not spring from the loins of Madison Avenue. Instead its direct ancestor is what’s called direct response marketing. Before that, it was called direct mail, or junk mail. In metrics, methods and manners, it is little different from its closest relative, spam.
Direct response marketing has always wanted to get personal, has always been data-driven, has never attracted the creative talent for which Madison Avenue has been rightly famous. Look up best ads of all time and you’ll find nothing but wheat. No direct response or adtech postings, mailings or ad placements on phones or websites.
Yes, brand advertising has always been data-driven too, but the data that mattered was how many people were exposed to an ad, not how many clicked on one — or whether you, personally, did anything.
And yes, a lot of brand advertising is annoying. But at least we know it pays for the TV programs we watch and the publications we read. Wheat-producing advertisers are called “sponsors” for a reason.
So how did direct response marketing get to be called advertising ? By looking the same. Online it’s hardto tell the difference between a wheat ad and a chaff one.
This whole problem wouldn’t exist if the alien replica wasn’t chasing spied-on eyeballs, and if advertisers still sponsored desirable media the old-fashioned way.
Fixing it won’t be easy, because the alien replica has been drunk on digital for so long that very little humanity remains. This is true not just for Madison Avenue, but for both the client and the media stages of the advertising supply chain. On the client side, old-school sales & marketing VPs have been replaced by data-obsessed CMOs who would rather hire an IBM to paint a portrait of a fiction called “the chief executive customer” than actually talk to a real one. On the media side, publishers and broadcasters have long since fired their human sales people and outsourced income production to dozens of third party adtech systems.
But at least we’re seeing brands start to wake up, even if they’re still fooled by adtech’s magic tricks. And consciousness is surely happening a level or two above the CMO. Those senior executives, whose brains have not been snatched by adtech, will still recognize the obvious: that brands are best made and served by sponsoring media they know, like and trust.
After all, sponsoring trusted media is what produced brands in the first place. It’s also what still what makes brands familiar to whole populations, and what still sponsors worthy publications and the journalism they contain.
If brands still want to do “interest-based” or “interactive” advertising (adtech’s euphemisms for what it actually does) they should realize five things:
Adtech sucks at branding. Hundreds of $billions have been spent on adtech so far, and not one brand known to the world has come out of it.
Yes, it works, about .0x% of the time, on average. The other 99.9x% of the time it produces nothing but negative externalities, including lots of tendentious math by agencies and platforms to justify the expense.Among those externalities are subtracted value from brands themselves.
Yes, direct response marketing does work, and it works best when target customers have already opted in, consciously and deliberately. (Note that there is a great deal of ambiguity about how much being a Google or Facebook member amounts to deliberate and conscious agreement to being followed and targeted, privacy controls withstanding. The choices in those controls should be much more binary and clear than they are.) So if L’Oreal wants to get a conversation going with customers of Lancôme, Giorgio Armani or The Body Shop, they should do it by those customers’ grace, not because the robots they’ve hired guess those customers might be interested, based on surveillance-gathered personal data.
Adtech starts with spying on people. This isn’t the elephant in the middle of adtech’s room. It’s the volcano about to erupt from under adtech’s floor. In that volcano are pissed off people who will soon get their own ways to kill off adtech. The rumbling under the floor right now is ad blocking. The lava that will pave over adtech is full tracking protection.
Adtech’s rationalizations are all around putting the “right message in front of the right people at the right time,” and aiming those messages with spyware-harvested Big Data. Both of those are direct marketing purposes, not those of brand advertising. The difference is stark, absolute, and essential for everyone to understand.
The only reason publishers go along with adtech is that they don’t know any other way to make money from advertising online — and no developers have provided them one. (But that will happen soon. Trust me on this. I know things I can’t yet talk about.)
What Shoshana Zuboff calls “surveillance capitalism” is going to be illegal a year from now in the EU anyway, thanks to the General Data Protection Regulation, aka GDPR. Mark your calendars: on 25 May 2018 will come an extinction event for adtech, because here are the fines the GDPR will impose for unpermitted harvesting of personal data: 1) “a fine up to 10,000,000 EUR or up to 2% of the annual worldwide turnover of the preceding financial year in case of an enterprise, whichever is greater (Article 83, Paragraph 4)”‘; and 2) “a fine up to 20,000,000 EUR or up to 4% of the annual worldwide turnover of the preceding financial year in case of an enterprise, whichever is greater (Article 83, Paragraph 5 & 6).”
Ad choices won’t do the job. That’s adtech’s way to “give you control” over “how information about your interests is used for relevant advertising.” The link into that system is this little symbol you see in the corner of many ads:
While clicking on it does provide a way for you to opt out of surveillance, you have to do it over and over again for every ad you see with the damn thing, like playing a slo-mo game of whack-a-mole, and it still relies on the adtech industry keeping cookies in your browsers.
If there is a market on the receiving end for “interest based advertising,” let’s have a standard system that puts full control in the hands of individuals, and speaks through open code and protocols to any and all publishers and broadcasters. Anything less will just be another top-down adtech industry paint-job on the same old shit.
An open question is if agencies can be programmatic online without spying on people. I think they can, if they start by admitting that spying is where the problem lies.
It should be clear that spying is why Do Not Track became a thing, and whyad blocking hockey-sticked when the adtech industry and publishers together gave the middle finger to people’s polite request not to be tracked. (Which is all Do Not Track provides.) It should also be clear that ad blocking and tracking protection are not “threats” and “costs” to publishers and agencies. They are clear and legitimate market responses by human beings to having adtech’s digital hands up their skirts.
It also won’t be easy for the big platforms to fix their adtech systems. Consider, for example, the egg that was splattered on Mark Zuckerberg’s face by Facebook’s own adtech when he posted his insistence that “99% of what people see is authentic” and “only a very small amount is fake news and hoaxes,” and fraudulent ads ran right next to his post:
These ads are fraudulent in at least three ways: 1) the headlines are lies; 2) espn.com is not the advertiser; 3) if you click on them, you find they’re bait for switches to something else. (One I clicked on was for a diet supplement.)
Facebook is going to have a hard time fixing this, because it is entirely in the chaff business. With Google, even though it’s hard to tell whether any given ad placed in a Google property is wheat or chaff, at least some of it really is wheat. (I would guess most search ads are, for example.) It should be just as easy for Google to disclose those ads’ nature as wheat as it is for the company to use Ad Choices to disclose adn ad’s nature as chaff. (I suggest one possible approach to this in A way to peace in the adblock war.)
But fixing the mess needs to start with advertisers. They can do it by firing adtech and its agents and going back to sponsoring reputable broadcasters and publishers. Simple as that.
I’ve long thought that the most consequential thing I’ve ever done was write a newspaper editorial that helped stop development atop the highest wooded hilltop overlooking the New York metro. The hill is called High Mountain, and it is now home to the High Mountain Park Preserve in Wayne, New Jersey. That’s it above, highlighted by a rectangle on a shot I took from a passenger plane on approach to LaGuardia in 2008.
The year was 1970, and I was a 23-year-old reporter for a suburban daily called Wayne Today (which may still exist). One day, while at the police station picking up copies of the previous day’s reports, I found a detailed plan to develop the top of High Mountain, and decided to pay the place a visit. So I took a fun hike through thick woods and a din of screaming cicadas (Brood X, I gather—the same one that inspired Bob Dylan’s “Day of the Locust”) to a rocky clearing at the crest, and immediately decided the mountain was a much better place for a park than for the office building specified in the plan.
As it happened there was also a need for an editorial soon after that, and Jerry Fuchs, who usually wrote our editorials, wasn’t available. So I came off the bench and wrote this:
That was a draft proof of the piece.* I ran across it today while cleaning old papers from a file cabinet in my garage. I doubt anybody has the final printed piece, and I’m amazed that the proof exists.
I left for another paper after that, and didn’t keep up with Wayne news, beyond hearing that my editorial derailed the development plan. No doubt activists of various kinds were behind the eventual preservation of the mountain. But it’s nice to know that there is some small proof that I had something to do with that.
*Additional history: Wayne Today published in those days using old-fashioned letterpress techniques. Type was set in lead by skilled operators on Linotype machines. Each line was a “slug,” and every written piece was a pile of slugs arranged in a frame, inked with a roller and then proofed by another roller that printed on blank paper. That’s what we marked up (as you see above) for the Linotype operators, who would create replacement slugs, give them to the page composers in layout, who could read upside down and backwards as they arranged everything in what was called a forme. The layout guys (they were all guys) then embossed each page into a damp papier-mâché sheet, which would serve as a mold for the half-cylinder of hot lead that would eventually do the printing. So the whole process went like this: reporter->Linotype operator->editor->Linotype operator->page composer->stereotype operator->printer. Ancestors of robotics eventually replaced all of it. And now in the U.S., exemplars of big-J journalism (New York Times, Washington Post) are tarred by the President as “fake news,” and millions believe it. My, how times change.
Journalism is in a world of hurt because it has been marginalized by a new business model that requires maximizing “content” instead. That model is called adtech.
We can see adtech’s effects in The New York Times’ In New Jersey, Only a Few Media Watchdogs Are Left, by David Chen. His prime example is the Newark Star-Ledger, “which almost halved its newsroom eight years ago,” and “has mutated into a digital media company requiring most reporters to reach an ever-increasing quota of page views as part of their compensation.”
That quota is to attract adtech placements.
While adtech is called advertising and looks like advertising, it’s actually a breed of direct marketing, which is a cousin of spam and descended from what we still call junk mail.
Like junk mail, adtech is driven by data, intrusively personal, looking for success in tiny-percentage responses, and oblivious to harms it causes, which include wanton and unwelcome surveillance, annoying the shit out of people and filling the world with crap.
But adtech is far worse, because it also funds hyper-partisan news flows, including vast rivers of fake news, much of it from pop-up publishers that are as fake as the clickbait they maxiize. Without adtech, fake news would be marginalized to the digital equivalent of supermarket tabloids.
Here’s one way to tell the difference between real advertising and adtech:
Real advertising wants to be in a publication because it values the publication’s journalism and readership.
Adtech wants to push ads at readers anywhere it can find them.
Here’s one way to tell the difference between journalism and content:
Journalism has ethics.
Content has volume.
Journalism is supported by advertising and subscriptions.
Content is supported by adtech.
Companies advertising in the old publishing world were flattered to appear in publications like the Star-Ledger. They were also considered sponsors of those publications.
As I wrote in Separating Advertising’s Wheat and Chaff, in the new publishing world “Madison Avenue fell asleep, direct response marketing ate its brain, and it woke up as an alien replica of itself.”
That’s also why, to operate in publishing’s new alien-built economy, journalists need to meet that “ever-increasing quota of page views.” Better to “generate content” than to do the best journalism we can, the proposition goes. It’s still a losing one.
See, adtech doesn’t care about journalism, because its economy incentives maximizing the sum of content in the world, so it has as many places as possible to chase followed eyeballs with ads. Case in point, from @WaltMossberg:
About a week after our launch, I was seated at a dinner next to a major advertising executive. He complimented me on our new site’s quality and on that of a predecessor site we had created and run, AllThingsD.com. I asked him if that meant he’d be placing ads on our fledgling site. He said yes, he’d do that for a little while. And then, after the cookies he placed on Recode helped him to track our desirable audience around the web, his agency would begin removing the ads and placing them on cheaper sites our readers also happened to visit. In other words, our quality journalism was, to him, nothing more than a lead generator for target-rich readers, and would ultimately benefit sites that might care less about quality.
If Recode insisted on real ads, rather than coming to depend on surveillance-based adtech, its advertisers would have valued the publication, and not just the eyeballs of its readers, wherever it could find them.
It’s no easy task to either make money online as a publisher or to advertise your product in a world where attention is so fleeting and divided. But the current system of ad-supported web content isn’t working for readers and viewers. It needs to be reset.
The ad business is too brain-snatched to do that reset alone. It needs help from readers and brave publishers willing to stop participating in the adtech game.
While the GDPR will blow up adtech as we’ve known it, #NoStalking will save real advertising, and the best of ad-supported publishing along with it, because it will bring economic incentives back into alignment with journalism. We had that in the old ad-and-subscription supported world of offline journalism, and we can get it back in the new world of online journalism. As I explain in Why #NoStalking is a good deal for publishers,
Individuals issuing the offer get guilt-free use of the goods they come to the publisher for, and the publisher gets to stay in business — and improve that business by running advertising that is actually valued by its recipients.
So, if you want to save journalism, the best of publishing and civil discourse that depends on both, bring back real advertising and cure the cancer of adtech.
We didn’t have that in the old print and broadcast worlds, and still don’t, where they persist. (For example, on news stands, or when you hit SCAN on a car radio.)
But we have it in digital media.
Here’s another difference: a lot of the stuff that gets shared is outright fake. There’s a lot of concern about that right now:
Why? Well, there’s a business in it. More eyeballs, more advertising, more money, for more eyeballs for more advertising. And so on.
Those ads are aimed by tracking beacons planted in your phones and browsers, feeding data about your interests, likes and dislikes to robot brains that work as hard as they can to know you and keep feeding you more stuff that stokes your prejudices. Fake or not, what you’ll see is stuff you are likely to share with others who do the same. This business that pays for this is called “adtech,” also known as “interest based” or “interactive” advertising. But those are euphemisms. Its science is all about stalking. They can plausibly deny it’s personal. But it is.
The “social” idea is “markets as conversations” (a personal nightmare for me, gotta say). The business idea is to drag as many eyeballs as possible across ads that are aimed by the same kinds of creepy systems. The latter funds the former.
Rather than unpack that, I’ll leave that up to the rest of ya’ll, with a few links:
So here’s a message from humanity to Google and all the other spy organizations in the surveillance economy: Tracking is no less an invasion of privacy in apps and browsers than it is in homes, cars, purses, pants and wallets.
That’s because our apps and browsers, like the devices on which we use them, are personal and private. Simple as that. (HT to @Apple for digging that fact.)
To help the online advertising business understand what ought to be obvious (but isn’t yet), let’s clear up some misconceptions:
Tracking people without their clear and conscious permission is wrong. (Meaning The Castle Doctrine should apply online no less than it does in the physical world.)
Claiming that advertising funds the “free” Internet is wrong. (The Net has been free for the duration. Had it been left up to the billing companies of the world, we never would have had it, and they never would have made their $trillions on it. More at New Clues.)
What’s right is civilization, which relies on manners. Advertisers, their agencies and publishers haven’t learned manners yet.
But they will.
At the very least, regulations will force companies harvesting personal data to obey those they harvest it from, with fines for not obeying. Toward that end, Europe’s General Data Protection Regulation already has compliance offices at large corporations shaking in their boots, for good reason: “a fine up to 20,000,000 EUR, or in the case of an undertaking, up to 4% of the total worldwide annual turnover of the preceding financial year, whichever is higher (Article 83, Paragraph 5 & 6).” Those come into force in 2018. Stay tuned.
Companies harvesting personal data also shouldn’t be surprised to find themselves re-classified as fiduciaries, no less responsible than accountants, brokers and doctors for confidentiality on behalf of the people they collect data from. (Thank you, professors Balkin and Zittrain, for that legal and rhetorical hack. Brilliant, and well done. Or begun.)
The only way to fully fix publishing, advertising and surveillance-corrupted business in general is to equip individuals with terms they can assert in dealing with others online — and to do it at scale. Meaning we need terms that work the same way across all the companies we deal with. That’s why Customer Commons and Kantara are working on exactly those terms. For starters. And these will be our terms — not separate and different ones that live at each company we deal with. Those aren’t working now, and never will work, because they can’t. And they can’t because when you have to deal with as many different terms as there are parties supplying them, the problem becomes unmanageable, and you get screwed. That’s why —
There’s a new sheriff on the Net, and it’s the individual. Who isn’t a “user,” by the way. Or a “consumer.” With new terms of our own, we’re the first party. The companies we deal with are second parties. Meaning that they are the users, and the consumers, of our legal “content.” And they’ll like it too, because we actually want to do good business with good companies, and are glad to make deals that work for both parties. Those include expressions of true loyalty, rather than the coerced kind we get from every “loyalty” card we carry in our purses and wallets.
When we are the first parties, we also get scale. Imagine changing your terms, your contact info, or your last name, for every company you deal with — and doing that in one move. That can only happen when you are the first party.
So here’s a call to action.
If you want to help blow up the surveillance economy by helping develop much better ways for demand and supply to deal with each other, show up next week at the Computer History Museum for VRM Day and the Internet Identity Workshop, where there are plenty of people already on the case.
Then follow the work that comes out of both — as if your life depends on it. Because it does.
And so does the economy that will grow atop true privacy online and the freedoms it supports. Both are a helluva lot more leveraged than the ill-gotten data gains harvested by the Lumascape doing unwelcome surveillance.
Everything by Shoshana Zuboff. From her home page: “’I’ve dedicated this part of my life to understanding and conceptualizing the transition to an information civilization. Will we be the masters of information, or will we be its slaves? There’s a lot of work to be done, if we are to build bridges to the kind of future that we can call “home.” My new book on this subject, Master or Slave?The Fight for the Soul of Our Information Civilization, will be published by Public Affairs in the U.S. and Eichborn in Germany in 2017.” Can’t wait.
I didn’t watch Monday’s debate between Donald Trump and Hillary Clinton. I listened to it, while I live blogged what I heard in a window on top of it. This was after getting up in the middle of the night at an AirBnB with terrible wi-fi in the middle of London.
While Hillary scored some strong hits toward the end of the debate, I thought Trump sounded stronger, with many more quotable one-liners. So I gave the debate to him, much as I hated to. (Put me in the #NeverTrump column.)
But in the morning everybody was giving the debate to Hillary. What did I miss?
In a word: the video. When I watched some clips, it was clear that Hillary was winning, big time. Trump looked rude and buffoonish, while Hillary did something wonderful: every so often she looked into the camera as if into a friend’s eyes, and smiled while Trump mansplained away, looking like the jerk he is.
In other words, she used video better than Trump did. And I missed it.
Problem is, I don’t have an ad blocker installed. I have tracking protection. Three kinds, in fact. (Let me explain: my work requires experimenting with many different privacy protection tools. It just happens that right now I have these three working in Firefox, my default browser.) Here is what Ghostery sees:
Here is what Disconnect sees:
And here is what Privacy Badger sees:
So I’m guessing what blocked the ad was one of the two red sliders in Privacy Badger. I slid the b.scorecardresearch.com one to yellow and it seemed to load the desired page without a problem, but I don’t know if Forbes would have let me though anyway or not . I dunno how to tell what did what.
Then today I ran into the same thing at Wired, looking for some of my own words there. Here’s the roadblock Wired put in my path:
Again, I’m not blocking ads. I’m just trying to block tracking. I also just checked, and Disconnect, Ghostery and Privacy Badger are each doing nothing, far as I can tell, to block anything on Wired. They’re all green-lighting everything. That means they’ve already whitelisted it. Yet Wired thinks I’m blocking ads.
As it happens I‘ve been a Wired subscriber for the duration. But, when I log in (by clicking on the link above), it takes me to a billing page. There it wants to charge me $3.99 every four weeks, which comes to about $52 a year, on top of what I’m already paying for the print publication, which (I would hope) ought to give me access to the same thing online. Very confusing.
Thing is, I don’t mind ads. I even like some of them. Back in the last millennium, I was a partner in Hodskins Simone & Searls, one of Silicon Valley’s top advertising agencies.
And, like most readers, I want publishers to make money.
More than 1 in 5 people who visit Wired Magazine’s website use ad-blocking software. Starting in the next few weeks, the magazine will give those readers a choice: stop blocking ads, pay to look at a version of the site that is unsullied by advertisements, or go away…
Wired plans to charge $3.99 for four weeks of ad-free access to its website. In many places where ads appear, the site will simply feature more articles, said Mark McClusky, the magazine’s head of product and business development. The portion of his readership that uses ad blockers are likely to be receptive to a discussion about their responsibility to support the businesses they rely on for information online, McClusky said.
There are legitimate reasons that people use ad blockers, according to McClusky, like a desire to speed up web browsing or not wanting to be tracked online. But Wired has bills to pay. “I think people are ready to have that conversation in a straightforward way,” he said.
The reason this is a “war,” and it’s impossible for publishers on their own to make peace, is that the only solutions that can scale are the individual reader’s. Ad blockers and tracking protection in browsers all work for the individual, giving everybody scale. Roadblocks and tollbooths like Forbes’ and Wired’s piss readers off, drive them away, or both. Worse, every one of them is different, which is kind of an anti-scale way of doing things.
At this early stage, however, none of the solutions that scale for individuals also work in ways that are friendly to publishers. (Nor do what the browser makers are doing on their own—each differently, which is also anti-scale.)
So we need to take another step, again from the individual’s side, this time with an olive branch.
And that’s what we’ll do at VRM Day (25 April) and IIW(26–28 April), both at the Computer History Museum in Silicon Valley. I invite Forbes, Wired, and all publishers, advertisers, agencies, browser makers and other parties interested in peace to come join us there.
On the table is an easy solution: simple publisher-friendly preference a reader can assert and a publisher can agree to. It says,“Just show me ads not based on tracking me” — or words to that effect, which we’ll work out. (Update: we’ve dubbed this the #NoStalking offer.)
This term will be standard and enabled by code on both the client and server side. The standard and code will live at Customer Commons, which is built for that purpose, on the Creative Commons mode, which has worked well for many years. (And, like ProjectVRM, was hatched at the Berkman Center.) Some of the code already exists. We’ll start writing the rest at IIW next week.
Both VRM Day and IIW are unconferences. No keynotes, no panels, no sponsor exhibits. Everything happens at breakouts, all of which are topics chosen and led by participants. VRM Day is for presenting and planning the work we’ll be doing over the next three days at IIW. We do two IIWs per year, and this is our 22nd. I don’t know any gathering that is more leveraged for getting stuff done. Register here.
For more background on the peace we can forge together, see here and here.