How to plug the publishing revenue drain
Doc Searls
726

I’m with you 100% on the problem side of things … when you get to your solution of customer terms and conditions, you lose me.

Can you explain exactly how you think that would work in practice initially? I see it as entirely impractical. I’m not being combative, btw, I honestly hope you have a great answer that will assuage my concerns (tracking is evil).

On a related topic, it seems that the terms in the customer’s terms and conditions are limited to preapproved “settings” — does that mean people would be able to choose from your terms but not actually set their own? That’s not so much a free market as it is a universal setting, correct?

Also, I’d love to know what your approach on enforcement will be. Contracts exist so that if and when shit hits the fan their terms can be legally enforced — a contract that cannot be enforced legally or practically is no good to its parties. Likewise, to seek remedies for breach, one must be aware that the other party has breached the contract. With your contract, some terms are fairly easy to monitor for compliance (like no tracking) — but others are extremely difficult. If I say “you can use my data but not give it to third parties,” how am I able to determine whether you comply with that?

Finally, I am extremely curious to know whether you have confirmed advertiser demand for the product you are proposing they buy? They will obviously have a choice between these untracked ads and other tracked ads — will they choose the untracked ads you support? If so, at a price high enough to make it a good business move for the sellers (publishers)?

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