Net Advertising

Michael Bauer (mb5o+@andrew.cmu.edu)
Mon, 8 Nov 1993 23:12:45 -0500 (EST) 

Message-Id: <ggrlWxm00WB797XXYc@andrew.cmu.edu>
Date: Mon,  8 Nov 1993 23:12:45 -0500 (EST)
From: Michael Bauer <mb5o+@andrew.cmu.edu>
To: cni-modernization@cni.org
Subject: Net Advertising 
In-Reply-To: <Pine.3.05.9311051419.A17681-d100000@is.internic.net>

You can't control "advertising" (whatever that is) on the Internet
through policy.  You can create all the policies you want, but they're
essentially unenforceable.  The only ones who have a chance at
enforcing policies are the service providers and they've got their
hands full just providing service.

Consider what service providers would have to go through to detect,
address, and correct violations.  They have neither the human
resources, the technical capabilities, nor the economic motivation to
develop a system to enforce any policy as inherently ill-defined as
advertising.  In fact, they may have the motivation to actually allow
advertising in some form.

Advertising will only be controlled through "market forces".  Either
people will find something having either a net positive value and in
the aggregate let it go, or they'll find it having a negative net
value and will assault the issuer in aggregate.  Like any good RFC, an
advertisement will either win-out or die-out by consensus.

Like everything else, the Net will choose what works for it and what
doesn't and develop the higher-level structures (like passive
marketing servers and moderated lists) it needs to manage the two.


______________________________________________

Michael Bauer
Vmail: 412.661.6927
Email: mb5o@andrew.cmu.edu
Smail: 245 Lehigh Avenue, Pittsburgh, PA 15232

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