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23 Oct 2003
Community filtering
The Floating Atol weblog announces the death of unwanted advertising. A distributed system allows users to flag all unwanted advertising (ad-spam), whether they are banners, comments, weblog entries, etc. This flag is distributed to other users and their client software kills the ads.
This certainly will kill the advertising model. I wonder whether there will be any genuine advertising left. Are there ads that might interest me? Or can I live in an add-free world?
update: Floating Atol translated this as “Blueblog wonders: can I live in spam-free world”. I must clarify: I certainly can live without spam. I never react on spam and I never click on ads. So this kind of advertising is useless to me. I however do like to the lastest news on for instance software. My RSS-feeds suffice for that. I howver extrapolated Floating Atol’s comment to include all advertising. not just spam.
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A common thread between the most effective forms of online advertising is the introduction of a hyperlink to a targeted user. In this respect, there is no difference between Google text ads, Orbitz pop-ups, and DoubleClick banner ads: for the advertise...Comments
I think that this will kill the cheap bulk advertising model. Volkswagen produces targeted, high-quality commercials, and everyone watches the Superbowl for the commercials anyways. Advertising that’s cheap AND low-effort, though, will get torn apart by users.
You could turn the idea on end and consider it Slashdot moderation applied by every user to the advertisements they receive. As on Slashdot, most posts get ranked -1 and hidden from view by all but those who really enjoy reading them; the rest of us read at 2, 3, or even 5. On Slashdot, however, posts have a human-driven threshold; we have no such shared threshold with advertising.
Ideally, I should be able to subscribe to advertising that is relevant to the topics of my choosing; I want to receive advertisements about new wireless radio devices, but I don’t want to receive advertisements about ######. It’s a pretty simple distinction, but it requires the bulk advertisers to change their business model—and without some way to force a shift, the bulk model profits have them entranced.
I certainly do like the idea to have the cheap advertising model killed. The Slashdot model would even be better, but would that not make it to difficult? You do not want to flag all unwanted advertising. Would keep me busy the whole day, but as we work together it might be doable. Good idea.