Category: Demand chain (page 1 of 6)

The Wurst of the Web

Don’t think about what’s wrong on the Web. Think about what pays for it. Better yet, look at it.

Start by installing Privacy Badger in your browser. Then look at what it tells you about every site you visit. With very few exceptions (e.g. Internet Archive and Wikipedia), all are putting tracking beacons (the wurst cookie flavor) in your browser. These then announce your presence to many third parties, mostly unknown and all unseen, at nearly every subsequent site you visit, so you can be followed and profiled and advertised at. And your profile might be used for purposes other than advertising. There’s no way to tell.

This practice—tracking people without their invitation or knowledge—is at the dark heart and sold soul of what Shoshana Zuboff calls Surveillance Capitalism and Brett Frischmann and Evan Selinger call Re-engineering Humanity. (The italicized links go to books on the topic, both of which came out in the last year. Buy them.)

While that system’s business is innocuously and misleadingly called advertising, the surveilling part of it is called adtechThe most direct ancestor of adtech is not old fashioned brand advertising. It’s direct marketing, best known as junk mail. (I explain the difference in Separating Advertising’s Wheat and Chaff.) 

In the online world, brand advertising and adtech look the same, but underneath they are as different as bread and dirt. While brand advertising is aimed at broad populations and sponsors media it considers worthwhile, adtech does neither. Like junk mail, adtech wants to be personal, wants a direct response, and ignores massive negative externalities. It also uses media to mark, track and advertise at eyeballs, wherever those eyeballs might show up. (This is how, for example, a Wall Street Journal reader’s eyeballs get shot with an ad for, say, Warby Parker, on Breitbart.) So adtech follows people, profiles them, and adjusts its offerings to maximize engagement, meaning getting a click. It also works constantly to put better crosshairs on the brains of its human targets; and it does this for both advertisers and other entities interested in influencing people. (For example, to swing an election.)

For most reporters covering this, the main objects of interest are the two biggest advertising intermediaries in the world: Facebook and Google. That’s understandable, but they’re just the tip of the wurstberg.  Also, in the case of Facebook, it’s quite possible that it can’t fix itself. See here:

How easy do you think it is for Facebook to change: to respond positively to market and regulatory pressures?

Consider this possibility: it can’t.

One reason is structural. Facebook is comprised of many data centers, each the size of a Walmart or few, scattered around the world and costing many $billions to build and maintain. Those data centers maintain a vast and closed habitat where more than two billion human beings share all kinds of revealing personal shit about themselves and each other, while providing countless ways for anybody on Earth, at any budget level, to micro-target ads at highly characterized human targets, using up to millions of different combinations of targeting characteristics (including ones provided by parties outside Facebook, such as Cambridge Analytica, which have deep psychological profiles of millions of Facebook members). Hey, what could go wrong?

In three words, the whole thing.

The other reason is operational. We can see that in how Facebook has handed fixing what’s wrong with it over to thousands of human beings, all hired to do what The Wall Street Journal calls “The Worst Job in Technology: Staring at Human Depravity to Keep It Off Facebook.” Note that this is not the job of robots, AI, ML or any of the other forms of computing magic you’d like to think Facebook would be good at. Alas, even Facebook is still a long way from teaching machines to know what’s unconscionable. And can’t in the long run, because machines don’t have a conscience, much less an able one.

You know Goethe’s (or hell, Disney’s) story of The Sorceror’s Apprentice? Look it up. It’ll help. Because Mark Zuckerberg is both the the sorcerer and the apprentice in the Facebook version of the story. Worse, Zuck doesn’t have the mastery level of either one.

Nobody, not even Zuck, has enough power to control the evil spirits released by giant machines designed to violate personal privacy, produce echo chambers beyond counting and amplify tribal prejudices (including genocidal ones)—besides whatever good it does for users and advertisers.

The hard work here is lsolving the problems that corrupted Facebook so thoroughly, and are doing the same to all the media that depend on surveillance capitalism to re-engineer us all.

Meanwhile, because lawmaking is moving apace in any case, we should also come up with model laws and regulations that insist on respect for private spaces online. The browser is a private space, so let’s start there.

Here’s one constructive suggestion: get the browser makers to meet next month at IIW, an unconference that convenes twice a year at the Computer History Museum in Silicon Valley, and work this out.

Ann Cavoukian (@AnnCavoukian) got things going on the organizational side with Privacy By Design, which is now also embodied in the GDPR. She has also made clear that the same principles should apply on the individual’s side.  So let’s call the challenge there Privacy By Default. And let’s have it work the same in all browsers.

I think it’s really pretty simple: the default is no. If we want to be tracked for targeted advertising or other marketing purposes, we should have ways to opt into that. But not some modification of the ways we have now, where every @#$%& website has its own methods, policies and terms, none of which we can track or audit. That is broken beyond repair and needs to be pushed off a cliff.

Among the capabilities we need on our side are 1) knowing what we have opted into, and 2) ways to audit what is done with information we have given to organizations, or has been gleaned about us in the course of our actions in the digital world. Until we have ways of doing both,  we need to zero-base the way targeted advertising and marketing is done in the digital world. Because spying on people without an invitation or a court order is just as wrong in the digital world as it is in the natural one. And you don’t need spying to target.

And don’t worry about lost business. There are many larger markets to be made on the other side of that line in the sand than we have right now in a world where more than 2 billion people block ads, and among the reasons they give are “Ads might compromise my online privacy,” and “Stop ads being personalized.”

Those markets will be larger because incentives will be aligned around customer agency. And they’ll want a lot more from the market’s supply side than surveillance based sausage, looking for clicks.

Weighings

A few years ago I got a Withings bathroom scale: one that knows it’s me, records my weight, body mass index and fat percentage on a graph informed over wi-fi. The graph was in a Withings cloud.

I got it because I liked the product (still do, even though it now just tells me my weight and BMI), and because I trusted Withings, a French company subject to French privacy law, meaning it would store my data in a safe place accessible only to me, and not look inside. Or so I thought.

Here’s the privacy policy, and here are the terms of use, both retrieved from Archive.org. (Same goes for the link in the last paragraph and the image above.)

Then, in 2016, the company was acquired by Nokia and morphed into Nokia Health. Sometime after that, I started to get these:

This told me Nokia Health was watching my weight, which I didn’t like or appreciate. But I wasn’t surprised, since Withings’ original privacy policy featured the lack of assurance long customary to one-sided contracts of adhesion that have been pro forma on the Web since commercial activity exploded there in 1995: “The Service Provider reserves the right to modify all or part of the Service’s Privacy Rules without notice. Use of the Service by the User constitutes full and complete acceptance of any changes made to these Privacy Rules.” (The exact same language appears in the original terms of use.)

Still, I was too busy with other stuff to care more about it until I got this from  community at email.health.nokia two days ago:

Here’s the announcement at the “learn more” link. Sounded encouraging.

So I dug a bit and and saw that Nokia in May planned to sell its Health division to Withings co-founder Éric Carreel (@ecaeca).

Thinking that perhaps Withings would welcome some feedback from a customer, I wrote this in a customer service form:

One big reason I bought my Withings scale was to monitor my own weight, by myself. As I recall the promise from Withings was that my data would remain known only to me (though Withings would store it). Since then I have received many robotic emailings telling me my weight and offering encouragements. This annoys me, and I would like my data to be exclusively my own again — and for that to be among Withings’ enticements to buy the company’s products. Thank you.

Here’s the response I got back, by email:

Hi,

Thank you for contacting Nokia Customer Support about monitoring your own weight. I’ll be glad to help.

Following your request to remove your email address from our mailing lists, and in accordance with data privacy laws, we have created an interface which allows our customers to manage their email preferences and easily opt-out from receiving emails from us. To access this interface, please follow the link below:

Obviously, the person there didn’t understand what I said.

So I’m saying it here. And on Twitter.

What I’m hoping isn’t for Withings to make a minor correction for one customer, but rather that Éric & Withings enter a dialog with the @VRM community and @CustomerCommons about a different approach to #GDPR compliance: one at the end of which Withings might pioneer agreeing to customers’ friendly terms and conditions, such as those starting to appear at Customer Commons.

GDPR Hack Day at MIT

Our challenge in the near term is to make the GDPR work for us “data subjects” as well as for the “data processors” and “data controllers” of the world—and to start making it work before the GDPR’s “sunrise” on May 25th. That’s when the EU can start laying fines—big ones—on those data processors and controllers, but not on us mere subjects. After all, we’re the ones the GDPR protects.

Ah, but we can also bring some relief to those processors and controllers, by automating, in a way, our own consent to good behavior on their part, using a consent cookie of our own baking. That’s what we started working on at IIW on April 5th. Here’s the whiteboard:

Here are the session notes. And we’ll continue at a GDPR Hack Day, next Thursday, April 26th, at MIT. Read more about and sign up here. You don’t need to be a hacker to participate.

Customertech Will Turn the Online Marketplace Into a Marvel-Like Universe in Which All of Us are Enhanced

enhanced-by-customertech

We’ve been thinking too small.

Specifically, we’ve been thinking about data as if it ought to be something big, when it’s just bits.

Your life in the networked world is no more about data than your body is about cells.

What matters most to us online is agency, not data. Agency is the capacity, condition, or state of acting or of exerting power (Merriam-Webster).

Nearly all the world’s martech and adtech assumes we have no more agency in the marketplace than marketing provides us, which is kind of the way ranchers look at cattle. That’s why bad marketers assume, without irony, that it’s their sole responsibility to provide us with an “experience” on our “journey” down what they call a “funnel.”

What can we do as humans online that isn’t a grace of Apple, Amazon, Facebook or Google?

Marshall McLuhan says every new technology is “an extension of ourselves.” Another of his tenets is “we shape our tools and thereafter our tools shape us.” Thus Customertech—tools for customers—will inevitably enlarge our agency and change us in the process.

For example, with customertech, we can—

Compared to what we have in the offline world, these are superpowers. When customertech gives us these superpowers, the marketplace will become a Marvel-like universe filled with enhanced individuals. Trust me: this will be just as good for business as it will be for each of us.

We can’t get there if all we’re thinking about is data.

By the way, I made this same case to Mozilla in December 2015, on the last day I consulted the company that year. I did it through a talk called Giving Users Superpowers at an all-hands event called Mozlando. I don’t normally use slides, but this time I did, leveraging the very slides Mozilla keynoters showed earlier, which I shot with my phone from the audience. Download the slide deck here, and be sure to view it with the speaker’s notes showing. The advice I give in it is still good.

BTW, a big HT to @SeanBohan for the Superpowers angle, starting with the title (which he gave me) for the Mozlando talk.

 

 

“Disruption” isn’t the whole VRM story

250px-mediatetrad-svg

The vast oeuvre of Marshall McLuhan contains a wonderful approach to understanding media called the tetrad (i.e. foursome) of media effects.  You can apply it to anything, from stone tools to robots. McLuhan unpacks it with four questions:

  1. What does the medium enhance?
  2. What does the medium make obsolete?
  3. What does the medium retrieve that had been obsolesced earlier?
  4. What does the medium reverse or flip into when pushed to extremes?

I suggest that VRM—

  1. Enhances CRM
  2. Obsoletes marketing guesswork, especially adtech
  3. Retrieves conversation
  4. Reverses or flips into the bazaar

Note that many answers are possible. That’s why McLuhan poses the tetrad as questions. Very clever and useful.

I bring this up for three reasons:

  1. The tetrad is also helpful for understanding every topic that starts with “disruption.” Because a new medium (or technology) does much more than just disrupt or obsolete an old one—yet not so much more that it can’t be understood inside a framework.
  2. The idea from the start with VRM has never been to disrupt or obsolete CRM, but rather to give it a hand to shake—and a way customers can pull it out of the morass of market-makers (especially adtech) that waste its time, talents and energies.
  3. After ten years of ProjectVRM, we still don’t have a single standardized base VRM medium (e.g. a protocol), even though we have by now hundreds of developers we call VRM in one way or another. Think of this missing medium as a single way, or set of ways, that VRM demand can interact with CRM supply, and give every customer scale across all the companies they deal with. We’ve needed that from the start. But perhaps, with this handy pedagogical tool, we can look thorugh one framework toward both the causes and effects of what we want to make happen.

I expect this framework to be useful at VRM Day (May 1 at the Computer History Museum) and at IIW on the three days that follow there.

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Let’s give some @VRM help to the @CFPB

cfpbThe Consumer Financial Protection Bureau (@CFPB) is looking to help you help them—plus everybody else who uses financial services.

They explain:

Many new financial innovations rely on people choosing to give a company access to their digital financial records held by another company. If you’re using these kinds of services, we’d love to hear from you…

Make your voice heard. Share your comments on Facebook or Twitter . If you want to give us more details, you can share your story with us through our website. To see and respond to the full range of questions we’re interested in learning about, visit our formal Request for Information

For example,

Services that rely on consumers granting access to their financial records include:

  • Budgeting analysis and advice:  Some tools let people set budgets and analyze their spending activity.  The tools organize your purchases across multiple accounts into categories like food, health care, and entertainment so you can see trends. Some services send a text or email notification when a spending category is close to being over-budget.

  • Product recommendations: Some tools may make recommendations for new financial products based on your financial history. For example, if your records show that you have a lot of ATM fees, a tool might recommend other checking accounts with lower or no ATM fees.

  • Account verification: Many companies need you to verify your identity and bank account information. Access to your financial records can speed that process.

  • Loan applications: Some lenders may access your financial records to confirm your income and other information on your loan application.

  • Automatic or motivational savings: Some companies analyze your records to provide you with automatic savings programs and messages to keep you motivated to save.

  • Bill payment: Some services may collect your bills and help you organize your payments in a timely manner.

  • Fraud and identity theft protection: Some services analyze your records across various accounts to alert you about potentially fraudulent transactions.

  • Investment management: Some services use your account records to help you manage your investments.

A little more about the CFPB:

Our job is to put consumers first and help them take more control over their financial lives. We’re the one federal agency with the sole mission of protecting consumers in the financial marketplace. We want to make sure that consumer financial products and services are helping people rather than harming them.

A hat tip to @GeneKoo (an old Berkman Klein colleague) at the CFPB,  who sees our work with ProjectVRM as especially relevant to what they’re doing.  Of course, we agree. So let’s help them help us, and everybody else in the process.

Some additional links:

The new frontier for CRM is CDL: Customer Driven Leads

cdlfunnelImagine customers diving, on their own, straight down to the bottom of the sales funnel.

Actually, don’t imagine it. Welcome it, because it’s coming, in the form of leads that customers generate themselves, when they’re ready to buy something. Here in the VRM world we call this intentcasting. At the receiving end, in the  CRM world, they’re CDLs, or Customer Driven Leads.

Because CDLs come from fully interested customers with cash in hand, they’re worth more than MQLs (Marketing Qualified Leads) or  SQLs (Sales Qualifed Leads), both of which need to be baited with marketing into the sales funnel.

CDLs are also free.  When the customer is ready to buy, she signals the market with an intentcast that CRM systems can hear as a fresh CDL. When the CRM system replies, an exchange of data and permissions follows, with the customer taking the lead.

It’s a new dance, this one with the customer taking the lead. But it’s much more direct, efficient and friendly than the old dances in which customers were mere “targets” to be “acquired.”

The first protocol-based way to generate CDLs for CRM is described in At last, a protocol to connect VRM and CRM, posted here in August. It’s called JLINC. We’ll be demonstrating it working on a Salesforce system on VRM Day at the Computer History Museum in Silicon Valley, on Monday, October 24. VRM Day is free, but space is limited, so register soon, here.

We’ll also continue to work on CDL development  over the next three days in the same location, at the IIW, the Internet Identity Workshop. IIW is an unconference that’s entirely about getting stuff done. No keynotes, no panels. Just working sessions run by attendees. This next one will be our 23rd IIW since we started them in 2005. It remains, in my humble estimation, the most leveraged conference I know. (And I go to a lot of them, usually as a speaker.)

As an additional temptation, we’re offering a 25% discount on IIW to the next 20 people who register for VRM Day. (And it you’ve already reigstered, talk to me.)

Iain Henderson, who works with JLINC Labs, will demo CDLs on Salesforce. We also invite all the other CRM companies—IBM, Microsoft Dynamics, SAP, SugarCRM… you know who you are—to show up and participate as well. All CRM systems are programmable. And the level of programming required to hear intentcasts is simple and easy.

See you there!

 

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VRM at MyData2016

mydata2016-image

As it happens I’m in Helsinki right now, for MyData2016, where I’ll be speaking on Thursday morning. My topic: The Power of the Individual. There is also a hackathon (led by DataBusiness.fi) going on during the show, starting at 4pm (local time) today. In no order of priority, here are just some of the subjects and players I’ll be dealing with,  talking to, and talking up (much as I can):

Please let me know what others belong on this list. And see you at the show.

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Is Facebook working on a VRM system? Or just another way to do ads?

It’s easy to get caught up in news that WhatsApp is starting to accept advertising (after they said they would never do that), and miss the deeper point of what’s really going on: Facebook setting up a new bot-based channel through which companies and customers can communicate. Like this:

vrmcrmbot

The word balloon is Facebook Messenger. But it could be WhatsApp too. From a VRM perspective, what matters is whether or not “Messenger bots” work as VRM tools, meaning they obey the individual user’s commands (and not just those of Facebook’s corporate customers). We don’t know yet. Hence the question mark.

But before we get to exploring the possibilities here (which could be immense), we need to visit and dismiss the main distractions.

Those start with Why we don’t sell ads, posted on the WhatsApp blog on 18 June 2012. Here are the money grafs from that one:

We knew we could do what most people aim to do every day: avoid ads.
No one wakes up excited to see more advertising, no one goes to sleep thinking about the ads they’ll see tomorrow. We know people go to sleep excited about who they chatted with that day (and disappointed about who they didn’t). We want WhatsApp to be the product that keeps you awake… and that you reach for in the morning. No one jumps up from a nap and runs to see an advertisement.

Advertising isn’t just the disruption of aesthetics, the insults to your intelligence and the interruption of your train of thought. At every company that sells ads, a significant portion of their engineering team spends their day tuning data mining, writing better code to collect all your personal data, upgrading the servers that hold all the data and making sure it’s all being logged and collated and sliced and packaged and shipped out… And at the end of the day the result of it all is a slightly different advertising banner in your browser or on your mobile screen.

Remember, when advertising is involved you the user are the product.

Great stuff. But that was then and this is now. In WhatsApp’s latest post, Looking Ahead for WhatsApp (25 August), we have the about-face:

But by coordinating more with Facebook, we’ll be able to do things like track basic metrics about how often people use our services and better fight spam on WhatsApp. And by connecting your phone number with Facebook’s systems, Facebook can offer better friend suggestions and show you more relevant ads if you have an account with them. For example, you might see an ad from a company you already work with, rather than one from someone you’ve never heard of. You can learn more, including how to control the use of your data, here.

Pretty yucky, huh?

Earlier in the same post, however, WhatsApp says,

we want to explore ways for you to communicate with businesses that matter to you too

Interesting: Mark Zuckerberg said the same thing when he introduced messenger bots, back in April. In the video at that link, Zuck said,

Now that Messenger has scaled, we’re starting to develop ecosystems around it. And the first thing we’re doing is exploring how you can all communicate with businesses.

You probably interact with dozens of businesses every day. And some of them are probably really meaningful to you. But I’ve never met anyone who likes calling a business. And no one wants to have to install a new app for every service or business they want to interact with. So we think there’s gotta be a better way to do this.

We think you should be able to message a business the same way you message a friend. You should get a quick response, and it shouldn’t take your full attention, like a phone call would. And you shouldn’t have to install a new app.

Note the similarities in the set-up:

  1. Zuck:  “how you can all communicate with business.”
  2. WhatsApp: “explore ways for you to communicate with businesses.”

This is, or should be, pure VRM:  a way for a customer to issue a service request, or to intentcast for bids on a new washing machine or a car. In other words, what they seem to be talking about here is a new communication channel between customers and businesses that can relieve  the typical pains of being a customer while also opening the floodgates of demand notifying supply when it’s ready to buy. Back to Zuck:

So today we’re launching Messenger Platform. So you can build bots for Messenger.

By “you” Zuck means the developers he was addressing that day. I assume these were developers working for businesses that avoid customer contact and would rather have robots take over everything possible, because that’s the norm these days. But I could be wrong. He continues,

And it’s a simple platform, powered by artificial intelligence, so you can build natural language services to communicate directly with people. So let’s take a look.

CNN, for example, is going to be able to send you a daily digest of stories, right into messenger. And the more you use it, the more personalized it will get. And if you want to learn more about a specific topic, say a Supreme Court nomination or the zika virus, you just send a message and it will send you that information.

The antecedents of “you” move around here. Could be he’s misdirecting attention away from surveillance. Can’t tell. But it is clear that he’s looking past advertising alone as a way to make money.

Back to the WhatsApp post:

Whether it’s hearing from your bank about a potentially fraudulent transaction, or getting notified by an airline about a delayed flight, many of us get this information elsewhere, including in text messages and phone calls.

This also echoes what Zuck said in April. In both cases it’s about companies communicating with you, not about you communicating with companies. Would bots work both ways?

In “‘Bot’ is the wrong name…and why people who think it’s silly are wrong”, Aaron Batalion says all kinds of functionality now found only in apps will move to bots—Messenger’s in particular. “In a micro app world, you build one experience on the Facebook platform and reach 1B people.”

How about building a one-experience bot so 1B people can reach businesses the same way?

Imagine, for example, that you can notify every company you deal with that your last name has changed, or you’ve replaced a credit card. It would be great to do that in one move. It would also be VRM 101. But, almost ten years into our project, nobody has built that yet. Is Facebook doing it?

Frankly, I hope not, because I don’t want to see VRM trapped inside a giant silo.

That’s why I just put up Market intelligence that flows both ways, over in Medium. (It’s a much-updated version of a post I put up here several years ago.)

In that post I describe a much better approach, based on open source code, that doesn’t require locating your soul inside a large company for which, as WhatsApp put it four years ago, you’re the product.

Here’s a diagram that shows how one person (myself, in this case) can relate to a company whose moccasins he owns:

vrmcrmconduit

The moccasins have their own pico: a cloud on the Net for a thing in the physical world. For VRM and CRM purposes, this one is a relationship conduit between customer and company.

A pico of this type comes in to being when the customer assigns the QR code to the moccasins and scans it. The customer and company can then share records about the product, or notify the other party when there’s a problem, a bargain on a new pair, or whatever. It’s tabula rasa: wide open.

The current code for this is called Wrangler. It’s open source and in Github. For the curious, Phil Windley explains how picos work in Reactive Programming With Picos.

I’ll continue on this theme in the next post. Meanwhile, my main purpose with this one is to borrow interest in where Facebook is going (if I’m guessing right) with Messenger bots, and do it one better in the open and un-silo’d world, while we still have one to hack.

 

 

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Why #NoStalking is a good deal for publishers

"Just give me ads not based on tracking me.."

That line, scribbled on a whiteboard at VRM Day recently at the Computer History Museum, expresses the unspoken social contract we’ve always had with ad-supported print publications in the physical world. But we never needed to say it in that world, for the same reason we never needed to say “don’t follow me out of your store,” or “don’t use ink that will give me an infection.” Nobody ever would have considered doing anything that ridiculously ill-mannered.

But following us, and infecting our digital bodies (e.g. our browsers) with microbes that spy on us, is pro forma for ad-supported publishers on the Internet. That’s why Do Not Track was created in 2007, and a big reason why since then hundreds of millions of us have installed ad blockers and tracking protection of various kinds in our browsers and mobile devices.

But blocking ads also breaks that old social contract. In that sense it’s also ill-mannered (though not ridiculously so, given the ickyness that typifies so much advertising online).

What if we wanted to restore that social contract, for the good of publishers that are stuck in their own ill-mannered death spiral?

The first and easiest way is by running tracking protection alone. There are many ways of doing that. There are settings you can make in some browsers, plus add-ons or extensions from Aloodo, BaycloudDisconnect, the EFF and others.

The second is requesting refined settings from browser makers. That’s  what @JuliaAnguin does in this tweet about the new Brave browser:

Julia Angwin's request to Brave

But why depend on each browser to provide us with a separate setting, with different rules? How about having our own pro forma rule we could express through all our browsers and apps?

We have the answer, and it’s called the NoStalking rule. In fact, it’s already being worked out and formalized at the Kantara Initiative and will live at Customer Commons, where it will be legible at all three of these levels:

3way

It will work because it’s a good one for both sides. Individuals proffering the #NoStalking term 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.

The offer can be expressed in one line of code in a browser, and accepted by corresponding code on the publisher’s side. The browser code can be run natively (as, for example, a choice in the Brave menu above) or through an extension such as an ad or tracking blocker. In those cases the blocker would open the valve to non-tracking-based advertising.

On the publisher’s side, the agreement can be automatic. Or simply de facto, meaning the publisher only runs non-tracking based ads anyway. (As does, for example, Medium.) In that case, the publisher is compliant with CHEDDAR, which was outlined by Don Marti (of Aloodo, above) and discussed  both at VRM Day and then at  IIW, in May. Here’s an icon-like image for CHEDDAR, drawn by Craig Burton on his phone:

Sketch - 7

To explain CHEDDAR, Don wrote this on the same whiteboard where the NoStalking term above also appeared:

cheddar

For the A in CHEDDAR, if we want the NoStalking agreement to be accountable from both sides, it might help to have a consent receipt. That spec is in the works too.

What matters most is that individuals get full respect as sovereign actors operating with full agency in the marketplace. That means it isn’t good enough just for sites to behave well. Sites also need to respond to friendly signals of intent coming directly from individuals visiting those sites. That’s why the NoProfiling agreement is important. It’s the first of many other possible signals as well.

It also matters that the NoProfiling agreement may be the first of its kind in the online world: one where the individual is the one extending the offer and the business is the one agreeing to it, rather than the other way around.

At VRM Day and IIW, we had participants affiliated with the EFF, Mozilla, Privacy Badger, Adblock Plus, Consent Receipt, PDEC (Personal Data Ecosystem Consortium),  and the CISWG (Consent & InfoSharing Working Group), among others. Work has continued since then, and includes people from the publishing, advertising and other interested communities. There’s a lot to be encouraged about.

In case anybody wonders if advertising can work as well if it’s not based on tracking, check out Pedro Gardete: The Real Price of Cheap Talk: Do customers benefit from highly targeted online ads?  by Eilene Zimmerman (@eilenez) in Insights by Stanford Business. The gist:

Now a new paper from Stanford Graduate School of Business professor Pedro Gardete and Yakov Bart, a professor at Northeastern University, sheds light on who is likely to benefit from personalized advertising and identifies managerial best practices.

The researchers found that highly targeted and personalized ads may not translate to higher profits for companies because consumers find those ads less persuasive. In fact, in some cases the most effective strategy is for consumers to keep information private and for businesses to track less of it.

You can also mine the oeuvres of Bob Hoffman and Don Marti for lots of other material that makes clear that the best advertising is actual advertising, and not stalking-based direct marketing that only looks like advertising.

Our next step, while we work on all this, is to put together an FAQ on why the #NoProfiling deal is a good one for everybody. Look for that at Customer Commons, where terms behind more good deals that customers offer will show up in the coming months.

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