Re: [projectvrm] Publishers vs. or + Readers

[Don Marti < >]

The catch for publishers is: how much of this data
can leak?   (Not just now, but as the result of
ToS creep.)

If your readers can be tracked from an original
content site, or a native app, to low-value and/or
fraudulent sites and apps, then using a third party
for data will put your ad sales into competition
with a bunch more players who would not have mattered
otherwise.  Some of those players can always beat you
on price, because bots (both "readers" and "writers")
work cheap.

Adtech people make a lot of noise about adfraud,
but they really don't have much incentive to fix it.
(Which is why they have a 30-member committee about
it and not much else.)

Adfraud is a publisher problem. Adfraud is a user
problem. Adfraud is a copyright holder problem. Adtech
gets paid either way.

More:
  http://blog.aloodo.org/posts/thank-you-for-supporting-fraud/

Publishers, you are having a meeting about adfraud,
a meeting about low CPMs, and a meeting about
adblocking, what is the background data that will
help you get ready for all three?  Attack any of the
problems in isolation and you will lose ground on
the others--you can't even measure adblocking without
measuring adfraud, and vice versa.


begin Doc Searls quotation of Sat, Sep 19, 2015 at 11:49:30AM +0200:
> 
> This is from a pitch by an adtech firm to Linux Journal. I was cc’d, as you 
> see. I’m leaving out the name of the company:
> 
> > Begin forwarded message:
> > 
> > Subject: New Analytics in Industry
> > Date: September 17, 2015 at 9:54:06 PM GMT+2
> > Cc: 
> > <
 >
> > 
> > Just in case you would like to learn more, I wanted to let you know some 
> > more about our new advanced analytics in our Apple and Android Native 
> > Branded Apps and HTML5 web viewers for publications (one upload/one admin 
> > system).  This is only the beginning, and from my understanding, better 
> > than what Adobe DPS, Google Analytics, and others are offering right now. 
> > This will be great for publishers and advertisers alike. Publishers will 
> > be paying by data point impressions. 
> >  
> > Here are the data points we will be tracking:
> >  
> > Apps:
> >  
> > Downloads
> > Opens
> > Page turns
> > Time spent on each page
> > Page zooms with double tap
> > Pages zooms with pinch
> > Links clicked
> > Search terms
> > Social links clicked
> > Email shares
> > Access help
> > Full screen mode
> > Access archives
> > Pages bookmarked
> > Logins
> > Who’s rated
> > Preview views
> > Table of content views
> > Library views
> > Page navigator use 
> > Issues deleted
> > User preferences Wifi only or 3G and wifi
> > Remove app data
> > Pages accessed by text view (time spent on each)
> > Purchases (totals and amounts for each and what issue)
> > Subscriptions (totals and amounts for each and what titles)
> > Video plays
> >  
> > Web viewer:
> >  
> > Opens
> > Page turns
> > Time spent on each page
> > Page zooms
> > Search terms
> > Links clicked
> > Social links clicked
> > Email shares
> > Print (what pages)
> > Access help
> > Page navigator use 
> > Full screen mode
> > Access archives
> > Purchases (totals and amounts for each and what issue)
> > Subscriptions (totals and amounts for each and what titles)
> > Mobile access or web
> > Video plays
> >  
> > Other:
> >  
> > Device type
> > Geo location
> >  
> > Would you be interested in a follow up discussion?
> 
> What matters about this is that it’s attractive to publishers, who want 
> maximal data about how their offerings are working with readers.
> 
> What matters to readers is that all of this stuff is tracked with their 
> involvement but without their permission.
> 
> What would be the best VRM answer for this — one that readers (in Linux 
> Journal’s case, paying subscribers) can offer to publishers?
> 
> Doc
> 

-- 
Don Marti 
<
 >
                   
http://zgp.org/~dmarti/
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