CHEDDAR Implementation ‘on server” + “on client”
CHEDDAR: Implementation
Wednesday 4F Convener: Doc Searls
Notes-taker(s): Kevin Marks
Tags for the session - technology discussed/ideas considered:
Discussion notes, key understandings, outstanding questions, observations, and, if appropriate to this discussion: action items, next steps:
C.H.E.D.D.A.R.
Doc Searls: what is called advertising these days is actually Direct Marketing, which has always been annoying. ~ the whole adtech industry is falling apart. I know one $100M adtech company that says it is a zombie ~ while advertisers are putting ads in front of you that take 300ms to appear, they pay the adtech in 120 days
The reason you see toe fungus ads everywhere is because of tracking you across sites ~ there used to be a few name brand agencies, now there are thousands of adtech companies, and publishers don't control them ~ there's a phrase in the Big Short " wherever you have a mania and fraud, there is a bubble" Adtech has both
Don Marti wrote about the toe fungus ad problem here:
http://blog.aloodo.org/posts/service-journalism/
CHEDDAR is a list of rules for making acceptable ads: http://blog.aloodo.org/posts/new-acronym/
CNAMEs: Ads, and other third-party resources such as analytics scripts, served from a subdomain of the publisher's domain
HTML5: avoid the malvertising risks of vintage plugins by using web standards only.
Encryption: Limit the ability of ISPs and other observers to gather user data that can be used for targeting later.
Data leakage protection: Many users are still unprotected from web tracking - notify them and offer incentives
Do Not Track: use the EFF DNT policy on your site https://www.eff.org/dnt-policy
Accountability: accurate WHOIS info for everything in the adtech chain. No anonymous registrations.
Reciprocity: an offer of signal from the advertiser for attention from the audience.
Phil Windley: how does a site assert that it supports CHEDDAR, and how do you check?
Doc Searls: building an implementation guide is the next goal here
