I'd like
to chime in and perhaps add some insight into Charles value
proposition with Prizzm.
Advertising has two-fold value to people:
1. It has information value -- it tells people something about
something in the marketplace
2. It has incentive value -- it supports something that people
value (the incentive that lures people to look at the ad)
Because the vast majority of advertising is stupid spamming --
hitting everyone while being of value to an infinitesimal few --
we hate advertising and see zero value in it.
Charles is trying to take the stupidity out and increase the
chance of advertising having information value to people. That's
what Zuckerberg is also trying to do, but in a sneaky, opaque
manner that in no way empowers or even involves us people.
Charles' Prizzm is trying to empower people and give them
control over the data that enables advertisers to deliver their
information to the people who are most likely to value it.
What he is missing is the incentive value.
In advertising there is risk -- there is the risk that the ad
will be delivered to someone who does not value it in any way,
wasting our time/attention. Since the incremental cost of
delivering an ad is so low, advertisers can afford to spam us.
Then we have what's called in economics an externality,
otherwise know as pollution.
At MyMindshare, I have built a platform that delivers the
incentive value in the most direct, honest manner -- a cash
payment -- and shifts the risk cost from us people to where it
belongs with advertisers.
I don't know how far along Prizzm is in development, but it
appears to be exactly the kind of thing that I want people to be
able to use to plug into MyMindshare.
Jim Bursch
310-869-5340
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On 6/8/2012 3:38 PM, Charles Oppenheimer wrote:
"
type="cite">Great questions Judy, and thanks for the feedback.
It lives on your server, right?
Right.. I believe in the cloud (ok internet) as a place I'm
willing to store my data and building a place for others to do
it there too. I not everybody believes that is a good approach,
but I'm comfortable enough to do banking and buying online, and
don't want to go back.
Wondering what your ideal user cases look like.
The architecture is thus: you define your profile in one
place, prizzm, but it is consumable in many. One being prizzm.com,
another being the "API", so if implemented advertisers on site X
would consult your prizzm to understand your stated intentions
before displaying advertisements. The third, and maybe best
would be mobile. But the key differentiator from other ads is
you wold control the system/rules, much as CRM customers (who
are companies) set up CRM systems and then customize it to their
own needs.
Unfortunately I have more ideal use cases than ones that are
practical to get working on internet speed. Really need to
choose 1 to start with.
Scenario #1: If it is a destination site where people go to
Prizzm just to see advertising, there is a huge uphill battle -
for the reasons you mention. Advertising is to be avoided, not
sought out. So in that scenario, the implementation would really
depend on some flashy/fun/irreverent consumer internet stuff.
Hot-or-not for ads... that is essentially a game. This might
not be my favorite approach, but I have designers who think it
is more likely to work than a philosophy based approach. Or
have prizzm.com
provide a better shopping experience than goole or amazon..
which is a tall order.
Scenario #2: A "infrastructure" approach, the profile itself
has many attributes, such as at what point to email yourself,
when your personal RFP is met, based on data you have put in
Prizzm. In this way, each user of Prizzm would have a mini
implementation of a shopping agent system, that they can
customize to their own needs.
Scenario #3. Mobile - Mobile advertising I believe is even
more broken than traditional forms. Blinking popping bad ads
just don't work when you only have a few inches of screen
realestate. So Prizzm profile, defined once, would be enabled to
combine your data with what you are looking for, a completely
opt in, buyer controled system for times people do want to see
mobile ads/offers..
And a 4th#, that I discussed with Bill Wendel today, and am
really excited about - is for a very specific "vertical" - Real
Estate in this case. Prizzm could operate as a buyers RFP
system, but with lots of features that make it very relevant and
good for buying one thing - real estate. Using lean startup
methodology, that is probably a better approach than trying to
start with a platform, which is a trap I fall easily into.
Thanks,
Charles
On Jun 8, 2012, at 2:46 PM, J Clark wrote:
Charles,
Prizzm is interesting, and I'd like to hear your
thoughts on this. According to your privacy policy, we
own our profile and data. It lives on your server,
right? (and yes, downloadable and deletable too) So
this is a pull still: we need to visit prizzm when we
want to see advertising.
Here's why I'm asking. Advertising isn't a very
compelling end-point to me. I am not likely to go
anywhere to see it, and will take steps to avoid it,
unless I'm in the market for something specific--and
even then I might check the periodic sales flyers at
the store I'm most likely to go to for what I want. If
it's not on sale that week and I still want it, I'm
more likely to go get it than remember to visit prizzm
with the possibility you have exactly what I need when
I want it.
I know there are other scenarios, and I'm a
particularly uncooperative person about ads. Wondering
what your ideal user cases look like.
j.
On Jun 8, 2012, at 11:20 AM, Charles
Oppenheimer wrote:
On Jun 6, 2012, at 8:00 PM, Doc
Searls wrote:
Thanks, Charles. Looking forward
to what you plan to share. Bring it
on.
Doc
Ok, here it is http://www.prizzm.com/ -
please check it out. No longer "Reverse CRM",
now "Reverse Advertising".. or "demand based
advertising". (Having some trouble with the
tag line..have a bunch of options but went
with this for now).
The ideas is you should be able to
"state your intentions" - in software. It
is your database(hosted) + api + something
fun + mobile.
Prizzm has a shameless commerce angle -
which I'm not ashamed of. I think #VRM if
done right can and should be a business. But
if you don't package the message and get
people to "buy" it, you don't have a
starting point. Taking some hard lessons
learned from consumer internet startup
business I've found I need to test the
message first, see if people respond. I
have only a few of these features - but
want to build the ones that people actually
want based on signups.
Here is the roadmap:
- defining your interests/wants, free
form
- control of that data (your profile),
with privacy
- "pandora for ads" for ads - choose
ads/offers that match based on your stated
intentions, give feedback
- your preferences are stored in your
data set, like which adds you "liked"
-- you can edit them, instead of your
history being shipped to google via
cookies, and change them
- An API - so if you are willing to see
banner ads on another site, it could check
*your* prizzm preI'd ferences instead of a
google approximation (requires
partnership/distribution)
- Mobile advertising - allow Prizzm to
accept mobile offers if you enable it.
You can let me know by signing up or
spreading the word.. that is the metric I
can use to see if it actually works.
And appreciate any feedback from the group.
I am open to edits on the privacy policy,
the tagline, request for features or other
feedback. It seems most people don't care
about a privacy policy as a feature - but
does this group?
Anybody can contact me directly if
preferred:
+1 415 577 3411
--
Judi Clark, Digital ID
Coach
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