Re: [ox-en] Commercial peer production sites and exchange value
- From: "Zbigniew Lukasiak" <zzbbyy gmail.com>
- Date: Wed, 21 Nov 2007 11:32:57 +0000
On ads,
I think this is one of the rare cases where I completely agree with Dave Winner:
"Advertising will get more and more targeted until it disappears,because perfectly targeted advertising is just information."
The point is that the value of and ad for the advertiser exists onlyif the user acts upon this advertising - and in the ideal world withno manipulation this would mean that the advert was also valuable forthe user - because it brought some useful information to him. Whatis left is the case of manipulation and this is where we shouldconcentrate our analysis in my opinion.
Cheers,Zbyszek
On Nov 19, 2007 11:21 AM, Stefan Merten <smerten oekonux.de> wrote:> -----BEGIN PGP SIGNED MESSAGE-----> Hash: SHA1>> Hi list!>> During the P2P workshop phenomenons like YouTube, MySpace and FaceBook> were often a topic. One of the questions that was raised was where> exactly the exchange value comes from which makes this sites> commercially interesting. Indeed an interesting question.>> My answer so far is the following: These sites are commercially> interesting because they can be used to sell ads to commercial> customers - at least in the long run. So the question splits up into> two questions:>> 1. Where does the exchange value come from for ads?>> 2. Why are these sites interesting for placing ads?>> The first question is not related to peer production phenomenons but> is a general question for the advertisement industry. I'm quite sure> there is an explanation based on labor theory of value though it is> probably somewhat complicated.>> To me the second question seems to be more interesting. The problems> with ads is that they are (for most people) a pain in the> as^H^H^H^H^H^H^H^Hmajor nuisance. So they need to be presented> together with some content which people are really interested in. A> site interesting for ads thus must be interesting for people.>> Seeing it this way it is really good news for these peer production> sites because it proves that people are so interested in the use value> of these sites that they stand the pain of ads. In a way a nice> quality measure for peer production sites :-) .>> In addition these sites may be able to collect data about their users> - - for instance by logging their click behavior and from this create> interest profiles. Such profiles can be used for more exact targeting> of ads which makes it possible to sell ads at a higher price.>> This reason is probably bad news for the peer production because such> data gathering is certainly alienated from the users. On the other> hands as long as this data is used only to show more specific ads it> is not worse than the ads in the first place. I mean nobody is forced> to click on an ad (well, some ads are designed in a way that it is> technically hard to not click them...).>>> Grüße>> Stefan> -----BEGIN PGP SIGNATURE-----> Version: GnuPG v1.4.6 (GNU/Linux)> Comment: Processed by Mailcrypt 3.5.7 <http://mailcrypt.sourceforge.net/>>> iQCVAwUBR0FxvQnTZgC3zSk5AQLnpQQAkntJ1y6SYTK6TdANspE3PHA7qN3Am8yU> LmAGgwV3TOrnqapGKReQDKic6B8NQacZum+RrgquWGsCOkVABysPh0T0+p0EAYQe> Wxmso4rJr7WikEjhfD5DfMgdrLm29SBMG+EloM20sZpXk4mUecQbeOmDJccT4xrV> FpXnFcrEQhw=> =/3P4> -----END PGP SIGNATURE-----> _________________________________> Web-Site: http://www.oekonux.org/> Organization: http://www.oekonux.de/projekt/> Contact: projekt oekonux.de>
-- Zbigniew Lukasiakhttp://brudnopis.blogspot.com/�������������������������{��; 0����{������jب��� 0����{��zK�����#zK����