A Web 3.0: a privacidade como base do relacionamento com o usuário e um novo modelo de remuneração da mídia online
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Jonathan Sampson - Senior Developer Relations Specialist, Brave falou sobre A Web 3.0: a privacidade como base do relacionamento com o usuário e um novo modelo de remuneração da mídia online durante o Fórum E-Commerce Brasil 2019.
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A Web 3.0: a privacidade como base do relacionamento com o usuário e um novo modelo de remuneração da mídia online
- 1. Personal Introduction "I'd like to tell you a short story about 3 men with the best intentions..." Origin of Images, Cookies, and JavaScript “I wish I could tell you everybody lived happily ever after, but that isn’t the case.” NetGravity, DoubleClick, Google Google has access to 2/3 of all American cc transactions 2009 Real Time Bidding Ads have become weaponized to do more than track, recent example 2015 Eich starts Brave Software Brave blocks third-party trackers ("malvertisements") and more Translates into real savings (New Tab Page) Increases battery life Reduced data usage, translating into money saved Blocking is done out of necessity, but reduces revenue for creators Novel Support system in Brave Rewards (Don't half-solve the problem) Pay walls don’t work for various reasons What’s happening to current content-support models? Ads? Brave Ads, opt-in, improved model Inverted the traditional digital advertising model Users get paid for their attention (30% or 70%, depending on slot ownership) Better for Brand Safety (MWC) Brave Ecosystem Statistics Call to Action Download Brave Opt into Brave Rewards Verify your properties (websites, twitch, youtube, twitter, reddit)
- 2. A WEB 3.0, A PRIVACIDADE COMO BASE DO RELACIONAMENTO COM O USUÁRIO E UM NOVO MODELO DE REMUNERAÇÃO DA MÍDIA ONLINE. Sampson | Especialista Sênior em Relações com Desenvolvedores
- 6. 1995 / NetGravity “…AdServer can also dynamically target ads based on the following criteria: browser type, computer platform, domain, time of day, location, proxy servers, search terms and keywords, cookies, certificate information, and demographic data from user registration databases…” https://web.archive.org/web/19961112042047/http://www3.netgravity.com:80/ Brave.com @BraveSampson Brave.com @BraveSampson
- 9. “The Cost of Mobile Ads on 50 News Websites” https://www.nytimes.com/interactive/2015/10/01/business/cost-of-mobile-ads.html $0.00 $0.05 $0.10 $0.15 $0.20 $0.25 $0.30 $0.35 boston.com theblaze.com thedailybeast.com independent.co.uk chicagotribune.com examiner.com Cost of Content Cost of Ads
- 10. Exchange Demand Side Platform Data Management Platform Brave.com @BraveSampson
- 11. Exchange Demand Side Platform Data Management Platform Brave.com @BraveSampson
- 12. Sep 2017 Showtime websites secretly mined user CPU for cryptocurrency The Verge Oct 2017 Hackers have turned Politifact’s website into a trap for your PC The Washington Post Dec 2017 Chrome Extension Hacked to Secretly Mine Cryptocurrency PCMag Feb 2018 Government websites hit by Cryptocurrency mining malware The Guardian Jan 2018 Coinhive Cryptojacker Deployed on YouTube via Google Ads Bleeping Computer Brave.com @BraveSampson
- 13. Devices Using Ad-Block Software on the Open Web (April 2009 to December 2016) Desktop Mobile Brave.com @BraveSampson
- 15. Brendan Eich Brian Bondy Brave.com @BraveSampson
- 18. Brave.com @BraveSampson Modern Digital Advertising You aren't asked to participate. Your data is captured, recorded, shared, and sold. Multiple times per page load you are auctioned off before a panel of faceless third parties. The highest bidder gets to show you an ad. Middle-men and fraud capture most of the revenue.
- 19. Brave’s Private Ads You decide whether you will participate, and to what degree. Your data never leaves your device. Advertisers submit their creatives to Brave, which are downloaded in aggregate to your device. ML decides which, if any, are relevant. 70% of the revenue goes to you. Brave.com @BraveSampson
- 21. 26K 137K 11K 8.2K 1K Brave.com @BraveSampson
- 22. • Traditional advertising has become surveillance tech • Users are blocking wholesale in growing numbers • Advertising Networks are being maliciously co-opted • Fraud is claiming increasingly more revenue each year • Brave is building a better Web 🔗 brave.com/download 🔗 brave.com/download-beta 🔗 brave.com/download-dev 🔗 brave.com/download-nightly
Editor's Notes
- Personal history, from first time using a computer to today. Started playing a game called Jedi Knight: Dark Forces II. Arquitetura aberta via COG files. Pay per minute to go online. The Web was different. Simpler.
- Who remembers this? Perhaps this will help (audio) Originally, web pages were primarily text and links. Images could be viewed on their own, but not inline with other content. Average page in 1995 was a mere 14kb (brave.com is ~3mb).
- Marc Andreessen, student at UOI Working on Mosaic at the time Image-tag alternatives were suggested by others. Some suggestions adopted, such as the name and alt attributes. Third-party linking was supported. Vint Cerf (father of TCP/IP) asked Montulli to work on client-side storage. Montulli inspired by “Magic Cookies” in Unix Cookies travelled with requests and responses to/from server. Cookies gave state-persistence to the web, enabling shopping carts and more. Cookies were met with early skepticism by technical journalists. Cookies travelled to/from third-parties too.
- Founded in August/September 1995 by John Danner. IPO in 1998, valued at $119M Sold to DoubleClick in 1999 for $530M (DoubleClick sold to Google in 2007 for $3.1B)
- Written a few months after DoubleClick launched. “…with doubleclick you can target females who work for aerospace components manufacturers in the Los Angeles area with at least $100 million in operating revenue who use PCs with Windows 95 and like sports.”
- Early efforts to fight back. “We just didn’t like the time it took to download advertisements while we were paying for the time online.” Have a look at those ‘online advertising’ projections too! More on that later.
- 23 years later, users are still paying to be tracked.
- The Real-Time Bidding process happens numerous times each page you load, and usually completes in under 100ms.
- The Real-Time Bidding process happens numerous times each page you load, and usually completes in under 100ms.
- Malvertisements were born. Not only to spread malware, but to hijack CPU usage to generate cryptocurrencies for others. JavaScript-based miner for Monero appeared in September 2017 (Coinhive) Brave was updated that same month to block the resource
- How have users been responding to these mounting issues? By blocking wholesale in droves. While this creates a safer experience for users, it cuts off revenue for creators, leading to an unsustainable Web. Mobile grew by 108MM to reach 280MM from 2015-12 to 2016-12 Desktop grew by 34MM to reach 236MM from 2015-12 to 2016-12 Together grew 142MM to 615MM from 2015-12 to 2016-12
- Everybody go to https://account.google.com/purchases Google’s tracking has hopped offline, and is now following you into retail experiences. ...Google said it had access to "approximately 70 percent" of U.S. credit and debit cards through partners, without naming them. “Purchases made on Mastercard-branded cards accounted for around a quarter of U.S. volumes [in 2017]…” “Since 2014, Google has flagged for advertisers when someone who clicked an ad visits a physical store, using the Location History feature in Google Maps.” Purpose Limitation? “…Google has continued to push deeper into offline measurements. The company, like Facebook and Twitter Inc., has explored the use of "beacons," Bluetooth devices that track when shoppers enter stores.” Okay, who is surprised by what they see on https://account.google.com/purchases?
- Eich starts Brave in 2015. He brings Briand Bondy (formerly of Khan Academy and Mozilla) on board. First company tweet is January 20, 2016.
- Default: Blocks harmful ads and trackers. Prevents fingerprinting (attempts to identify you by others) Promotes secure connections when able So what about all of that lost revenue?
- Novel Support system in Brave Rewards (Don't half-solve the problem) Pay walls don’t work for various reasons: Managing multiple accounts Putting credit cards at risk Paying for everything, but only needing little We understand there is value beyond websites, so we support other properties Twitter, Reddit, Vimeo (and more to come)
- My device tells a story about me: my history tells you where I’ve been and how I got there. My bookmarks tell you where I plan to go in the future, or what I do regularly. My open tabs tell you an even more intimate story about me. They tell you what interests me now. Today. Right this very moment. Why not use this data in a safe, privacy-respecting manner?
- My device tells a story about me: my history tells you where I’ve been and how I got there. My bookmarks tell you where I plan to go in the future, or what I do regularly. My open tabs tell you an even more intimate story about me. They tell you what interests me now. Today. Right this very moment. Why not use this data in a safe, privacy-respecting manner?
- My device tells a story about me: my history tells you where I’ve been and how I got there. My bookmarks tell you where I plan to go in the future, or what I do regularly. My open tabs tell you an even more intimate story about me. They tell you what interests me now. Today. Right this very moment. Why not use this data in a safe, privacy-respecting manner?
- Brave Ads, opt-in, improved model Making inert browser data earn for you. Inverted the traditional digital advertising model Users get paid for their attention (30% or 70%, depending on slot ownership) Better for Brand Safety (MWC)
- Brave Ecosystem Statistics
- Personal history, from first time using a computer to today.
- Call to Action Download Brave Opt into Brave Rewards Verify your properties (websites, twitch, youtube, twitter, reddit)