SSI to keep the Anonymous Open Web (keep quality content accessible)
SSI to Keep The Anonymous Open Web (Keep Quality Content Accessible)
Tuesday 1F
Convener: Joe Hsy (joe.hsy@liveramp.com)
Notes-taker(s): Will Abramson
Tags for the session - technology discussed/ideas considered:
- Privacy
- SSI
- Openweb
- DID
- Fair Value Exchange
- Consumer Choice
Discussion notes, key understandings, outstanding questions, observations, and, if appropriate to this discussion: action items, next steps:
Attendees (feel free to add yourself):
Jason Downs
Michael Graybeal
Jan Taylor
Sterre den Breeijen
Will Abramson
Christian
Dave Huseby
Debbie Bucci
Alex Blom
Doc Searls
non-attributional is not equal to anonymous
Should this session be anonymous? Perhaps it’s non attributed/pseudonymous
Real word businesses need to make money. How do we communicate the value exchange with the content consumers?
Non correlatable identifiers allow us to compartmentalize our relationships. SSI allows us to provide an identifier and a communication channel at the same time.
Today many sites are putting information behind a paywall or at least adding a login system to access their content
Also supercookies. IP Address. Many things that can correlate us across the web. All depends on how anonymous you want to be and to what lengths you want to go to maintain that.
Identity is purely transactional. It is to enable trust in these transactions. SSI brings strong potentially permanent identities. What is going to happen is not more anonymity but less. Because you are able to prove it, platforms are going to demand more proof not less.
Actually this is creating a marketplace. This is not about pseudo Nymity at all.
How can publishers continue to make money by serving high quality and relevant adds to
Potential Solutions
- Create a DID for each relationship with content producers
- Allows people to prove they are in control of an identifier without revealing PII (authenticate DID ownership with private key)
- Problem is a why would a publisher accept that identifier
- What is the fair value exchange
- Joint create profiles with advertisers?
- Profile specifies the things an individual is open to adverts for
- Individual can have many profiles
- One or more profiles can be associated with one or more DID’s which represent the relationship with a content provider
(dsearls) FWIW, to me SSI, in respect to advertising, is to avoid either all of it, or just to get the branding (non-personalized) kind, which is also the kind that does a better job of sponsoring a publisher. The personalized kind only uses the publisher as tubing.
if the problem for advertisers and publishers is how to preserve personalization, we're talking about making a bad system worse. IMHO.
The idea that the personalized ads we get are "relevant" or "high quality" because of tracking is largely wrong. Mostly because almost all the time we are not shopping, and don't want to be treated as a shopper with a crosshairs rather than a reader who would rather not be bothered.
Is there a different way to do this that is not based on advertising. Requires a huge cultural shift. Need to get out of this model. A paywall hides content from those who can’t afford it. Although through advertising model potentially people are giving away more than they might know.
Always have the ability to give something away for free.
Advertisers don’t give you ads based on what you want. They want to sell you things you don’t even know you wanted. Need behavioral advertising. Whole digital life is one big A/B test to influence you and push you to consume.
Ad identifiers are constantly sold and mined through pseudonymity. No point just adding another layer of pseudonymity. Micropayments is not the only alternative model. We can keep non personalized advertising, which in fact was ALL of advertising, including online, until about 2012. Every publisher I now subscribe to, to get inside the paywall, is tracking me MORE than before, and I am not getting any more "relevant" advertising. Nor do I want any. At Customer Commons, we have a way for the publishers to accept OUR terms, which say "please show me ads not based on tracking me.
Trying to make advertising work better with SSI and DIDs is a fantasy for advertisers, not for users.
The true value of SSI is regulatory. Data is not invisible in some AI algorithm. We have become a tool of direct marketing that we have no choice but to participate in. SSI and DID’s should not be used to make a bad system better. Publishers actually made more money when their content was sponsored. Advertising is not the only business model. The web is becoming closed. You have to pay and register. What are the other models alternate to advertising and payment. How can we as humanity co create content that we want to be public open and accessible with no strings attached. A global public utility. A library? Content producers might want to produce content for free.
My writing about this, for anyone interested:
Tokenization of networks. Similar to Brave and BAT. Give appreciation for content that has been consumed. Tokens as a redeemable service. We as consumers don’t start from zero. We have a certain amount of virtual value to be given.
We need to be able to proffer and agree to our own terms, as individuals operating at full agency. There is nothing in the design of the Net or the Web that prevents that. Instead both support and encourage that.
Quote I think is true: Civilization is the progress toward a society of privacy. The savage's whole existence is public, ruled by the laws of his tribe. Civilization is the process of setting man free from men. - Ayn Rand http://aynrandlexicon.com/lexicon/civilization.html
Still a lot of free content. Just because there are publisher models that do advertising.
How we ask consumers - comprehension and ease of use problem.
