Ross wrote: “An important facet of this format is the amount of user choice. Users decide what feeds to subscribe to and ads to block. Bloggers should be able to choose what ads to both host and pass through.”
John’s addition:
Instead of advertisers buying either PPC networks or specific publishers/sites, they simply release their ads to the net, perhaps on specified servers where they can easily be found, or on their own sites, and/or through seed buys on one or two exemplar sites. These ads are tagged with information supplied by the advertiser, for example, who they are attempting to reach, what kind of environments they want to be in (and environments they expressly forbid, like porn sites or affiliate sites), and how much money they are willing to spend on the ad.
Once the ads are let loose, here’s the cool catch – ANYONE who sees those ads can cut and paste them, just like a link, into their own sites (providing their sites conform to the guidelines the ad explicates in its tags). The ads track their own progress, and through feeds they “talk” to their “owner” – the advertiser (or their agent/agency). These feeds report back on who has pasted the ad into what sites, how many clicks that publisher has delivered, and how much juice is left in the ad’s bank account. The ad propagates until it runs out of money, then it… disappears! If the ad is working, the advertiser can fill up the tank with more money and let it ride.
This concept of decentralizing ads (instead of “classified ads”, they’re “declassifieds“) empowers multiple agencies — not just advertisers and ad networks but publishers, too — to determine which ads propogate.
Taking this a step further to create a truly decentralized advertising network requires asking oneself the question of who is empowered to determine what goes in the square inch of real estate used by web browsers and feed readers to display ads? Not just advertisers, ad networks, and publishers — but the software writers and the actual people reading the web and feeds as well.
The most advanced thinking that doesn’t involve throwing out the Web is probably Rohit Khare’s PhD thesis, which suggests an ‘eventing’, or push style extension to the Web model. An early example of this approach where the server calls back to the connected client instead of the client initiating each time, called mod_pubsub, is available as open source. One of HTTP’s designers, Roy Fielding, is rumoured to be working on a new protocol, that could feature support for easing of the load on servers.
The question of responsibility – especially in the event of operational issues arising – becomes complex. With a pull delivery model on the other hand, organisational boundaries are crisp and clear.” This may not matter for consumer applications, but a surprising number of important business systems and services are now based on HTTP data transfers. And many people believe that syndication technology like RSS and Atom will also be used for commercially consequential exchanges in the b2b, or “business to business” arena. Switching from a polling to a pushing mode, also confers a switching of responsibilities, and this might in time have far-reaching consequences where cost-efficiency is traded for risks, legal and financial. One day, your online bank might be morally and technically culpable for getting your bank statements to your computer. In that case, expect to sign even more of your rights away in the fine print.
The Now Economy will be guided by all kinds of Service Level Agreements. Empowerment comes when people understand the benefits — and, more importantly, the limitations and risks inherent — in moving to a world where information travels to where it needs to go instantly and across trust boundaries.
https://commerce.net/mindystaging/wp-content/uploads/2021/09/commercenet-logo-1.png00amshttps://commerce.net/mindystaging/wp-content/uploads/2021/09/commercenet-logo-1.pngams2004-09-15 10:16:072004-09-15 10:16:07Responsibility is Complex in the Now Economy
Nick Wingfield has a compelling piece titled Taking on eBay on page R10 of today’s Wall Street Journal.
His main point is that the dustbins of history are filled with those who tried to compete directly against eBay in the broad online-auction market; however, there are pockets of energy where vibrant challengers are able to compete, including:
Event tickets — StubHub.com guarantees that buyers will receive tickets in time for events. eBay doesn’t guarantee timeliness.
Automobiles — AutoTrader.com lists classified ads, and as a result has many more listings; furthermore, customers need not purchase their vehicles online. eBay only allows online purchases.
Real Estate — The multiple-listings service realtors have relied on for years efficiently advertises homes through a variety of venues including the realtors’ own sites. eBay only has single-site listing, with no syndication.
Books, Music, Video — Amazon.com already has a huge business allowing individuals and small merchants to sell these items. eBay, unlike Amazon, does not have “item authority” for a wealth of products, giving customers different buying choices for any given product (Amazon new or merchants used).
eBay may have a wonderful business, but it cannot be everything to everyone. There will never be a single marketplace for all transactions on the Internet, and that’s a good thing.
There could still be long-term threats to eBay’s overall franchise. Google, Yahoo, and other search engines could eventually challenge eBay’s dominance if small businesses, which make up the vast majority of sellers on eBay, decide they can do better by advertising on search engines to draw customers to their own Web sites.
That scenario is particularly intriguing to us at CommerceNet, for it points to decentralized e-commerce: a world in which, rather than coming to a common place like eBay to transact, buyers and sellers can transact on their own terms, freeing them to transact in innovative ways, the way real society does business outside the Internet today. Imaginging eBay without the eBay isn’t as hard as it seems.
https://commerce.net/mindystaging/wp-content/uploads/2021/09/commercenet-logo-1.png00amshttps://commerce.net/mindystaging/wp-content/uploads/2021/09/commercenet-logo-1.pngams2004-09-13 12:34:132012-03-26 16:30:06Taking on eBay
Jeremy Zawodny talks about the inevitability of search results as RSS that can be subscribed to, quoting Tim Bray:
They’ve also done something way cool with their Google appliance; one of the bright geeks there has set up a thing where you can subscribe to a search and get an RSS feed. Well, duh. Anyone could fix up one of those using the Google API, I wonder why Google isn’t supporting this already?
I came across this preparing to visit Prof. Plott at my alma mater next week… here’s some snippets from one of his very latest papers; he’s been interested in information aggregation of late.
For several centuries, villages in the Italian Alps employed a
special system for managing the common properties. The
experiments and analysis of this paper are motivated by an attempt
to understand why that particular system might have been successful
in comparisons with other systems that have similar institutional
features. The heart of the system was a special monitoring device
that allowed individual users to inspect other users at their own cost
and impose a predetermined sanction (a fine) when a free rider was
discovered. The fine was paid to the user who found a violator.
In addition to the replication of the results of others, the paper
finds three classes of results. First, in comparison with a classical
model of identical, selfish agents, the data can best be captured by a
model with heterogeneous and other-regarding preferences where
altruism and especially spite play an important role. Second, the
model with heterogeneous agents suggests that the success of the
institution is related to its ability to turn these individual differences
to socially useful purposes. Third, the model also explains important
paradoxes that can be found in the existing literature.
…
The success of the Carte di Regola system appears to be related to its ability to use the
heterogeneity of preferences to socially advantageous ends. The system also appears to have
a type of robustness against institutional and parameter changes. Notice first that the Carte di
Regola channels attitudes that might normally be considered as socially dysfunctional, such as
spiteful preferences, into socially useful purposes. People with spiteful preferences choose
to monitor and sanction at a monetary loss. But when their preferences are considered as
part of system efficiency, they are the ones who can perform the function most efficiently
and are channeled into the activity for which they have a comparative advantage.
One might think that the Carte di Regola is similar to a system of vigilantes but there are
important differences. In the model, spiteful people do not care who they hurt, they just
enjoy hurting others, so it is important to direct and constrain them. The Carte di Regola
directs them by reserving the judgment of guilt for the courts, as opposed to the vigilantes,
who would be happy to judge anyone guilty. The court convicts a person only when the guilt
is consistent with social purposes. The magnitude of punishment is also reserved for the
courts in the Carte di Regola system, while in a vigilante system the inspector is allowed to
judge and determine punishment. So, the Carte di Regola constrains what the spiteful can do
to the guilty. Thus, there are important differences (OWG, 1992).
The Carte di Regola also channels arbitrary or random behavior toward useful ends. Such
behavior might ordinarily be regarded as dysfunctional from the point of view of economic
efficiency. Mistaken inspections or impulsively random inspections are costly to the
inspector and thus involve efficiency losses, but the fact that inspections take place has
consequences for those who are excessive users of the common pool resource by increasing
the likelihood that a sanction is imposed. Thus random inspection behavior that would
appear irrational helps preserve the commons.
Declassifieds
DecentralizationIt’s taken a few weeks for this to sink in: John Battelle’s post on Sell Side Advertisting (inspired by Ross Mayfield’s post on Cost Per Influence).
Ross wrote: “An important facet of this format is the amount of user choice. Users decide what feeds to subscribe to and ads to block. Bloggers should be able to choose what ads to both host and pass through.”
John’s addition:
This concept of decentralizing ads (instead of “classified ads”, they’re “declassifieds“) empowers multiple agencies — not just advertisers and ad networks but publishers, too — to determine which ads propogate.
Taking this a step further to create a truly decentralized advertising network requires asking oneself the question of who is empowered to determine what goes in the square inch of real estate used by web browsers and feed readers to display ads? Not just advertisers, ad networks, and publishers — but the software writers and the actual people reading the web and feeds as well.
Responsibility is Complex in the Now Economy
Event Driven ArchitecturesCourtesy of Mike Dierken we found Bill de hÓra’s “WWW cubed: syndication and scale”, in which he writes:
The Now Economy will be guided by all kinds of Service Level Agreements. Empowerment comes when people understand the benefits — and, more importantly, the limitations and risks inherent — in moving to a world where information travels to where it needs to go instantly and across trust boundaries.
Taking on eBay
CommerceNick Wingfield has a compelling piece titled Taking on eBay on page R10 of today’s Wall Street Journal.
His main point is that the dustbins of history are filled with those who tried to compete directly against eBay in the broad online-auction market; however, there are pockets of energy where vibrant challengers are able to compete, including:
eBay may have a wonderful business, but it cannot be everything to everyone. There will never be a single marketplace for all transactions on the Internet, and that’s a good thing.
Longer term, Nick Wingfield evokes the ghost of Paul Ford (see: August 2009 — How Google beat Amazon and Ebay to the Semantic Web), stating
That scenario is particularly intriguing to us at CommerceNet, for it points to decentralized e-commerce: a world in which, rather than coming to a common place like eBay to transact, buyers and sellers can transact on their own terms, freeing them to transact in innovative ways, the way real society does business outside the Internet today. Imaginging eBay without the eBay isn’t as hard as it seems.
Feedmesh: Decentralized Web Notifications
DecentralizationJeremy Zawodny talks about the inevitability of search results as RSS that can be subscribed to, quoting Tim Bray:
This in turn reminds us of Jeff Barr’s real-time headline view (more thoughts), which he talked about this weekend at Foo Camp, also attended by Sam Ruby, who talked about FeedMesh, a working group to establish a “peering network” for decentralized web(site|log) update notifications and content distribution. This is the start of something potentially wonderful…
Plott on Decentralized Pasture Management
DecentralizationI came across this preparing to visit Prof. Plott at my alma mater next week… here’s some snippets from one of his very latest papers; he’s been interested in information aggregation of late.
DECENTRALIZED MANAGEMENT OF COMMON PROPERTY RESOURCES: