Originally Posted by feesch
But Google Mail is doing just this, and where is the huge outcry? Facebook did just this with Beacon - and haven't pulled it, merely adapted it.
John, sorry, but it it is an advertising argument – and you telling me you can block all ads everywhere – you are having a laugh! Everything will have a digital connection – your Mobile, PC, TV, Outdoor – so pop-up blockers are going to have to get a lot more specific to block out all ads you are exposed to during your day…
I hear your frustration, and equally share it – but I also want you to see the much bigger picture (without negating any of your valid views)
Netscape floated in 1995 and started the dotcom rush. No-one could turn data into hard cash and hence dotcom crash. Google stood up with pay-per-click and turned the tide – and look at the superbrand they have become as result. And what happened to the ISPs – Like, where is Compuserve now?! AOL were forced to change their model too as people would not pay huge rates for accessing media/content online. Advertising was (as always) the basis for releasing content to the masses.
The internet was not designed to cope with huge volumes of video based content – and video is where the big money is. Big money to create and big money to distribute. Communication is an aspect of digital growth, entertainment content is the core desire – and hence why communication companies like BT, Sky and Virgin are becoming quad-play (communication, access, content, gaming).
Now BT Vision is about taking those media streams and making them dynamic and personally relevant. Dynamic advertising insertion that will be personable to the user is equally key as we all watch TV very different to how we did 40 years ago, which is when the TV model was born. We have more choice, which means harder for advertisers to lock-on to any person so broadcast TV is under threat as advertisers won’t pay as can no longer target based on viewing habits, users don’t want to pay BBC license fees, and as result no money coming in to create and distribute content – that is why they are looking for smarter alternatives, such as mobile phone in’s and crap reality programmes to create revenue to create decent TV programmes..
That is why they want Phorm - not just for 'website traffic' but to track what you are doing when you are communicating, surfing and watching TV content (hence Sky requirement of telephone line to supplement a receiver dish) and not only serve you relevant content from the plethora of channel choices out there now, but also to insert targeted and relevant ads into those TV streams, and as a result are happy to give away (eventually) free web access. (BT is planning on rolling out free wi-fi).
Google and Microsoft spent billions last year on acquiring ad technology for a reason. I know I work for their competitor. And all of us are in discussions not with website owners, but TV and mobile operators about how to maintain quality content that users want – and results show that people will choose ads over paying for content if given a choice.
Create demand, drop the price, fuel the masses… Look at iPhone G3 for a case in point. Its marketing.
So human rights, privacy issues are all thrown into this argument (and rightfully so I equally want to make sure these are given adequate consideration and why I personally went to a Parliament debate last month) but the bottom line is if you want to carry on watching TV – and Hi-Def TV – someone has to pay for it. So unless you have some clever argument of why you will pay thousands a year for internet access to cope with the video demands, and can prove others will do likewise, the only result is to look to advertising. No one likes crap or irrelevant ads, so how can web 3.0 create automated ways of doing just that? Welcome to the Phorm debate – as I said, it is DoubleClick cookies (content - web 1.0) and Facebook Beacon (communication - web 2.0) leading to Phorm (convergence – web 3.0).
So you think Phorm will die? Did DoubleClick when they were taken to court for tracking people in the 90’s – urrrmmm how much did Google pay for them last year?!
I have no huge answers, but you are not going to stop this (completely) as long as people want quality and relevant content – so surely will be better if we can think how can we ensure that there is an acceptable line for all parties that delivers relevance whilst maintaining (a degree) of anonymity?
Isn't that how we will win?
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