ONLINE-ADS>> Who owns the data when you serve third party?

richard_at_tenagra.com
Sun, 20 Sep 1998 17:48:22 -0500 (CDT)

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Hey all,

One angle to the whole third party ad serving debate that I have yet to see
discussed is who, exactly, owns the data being generated?

One of the reasons we shy away from third-party serving on our Year2000.com
property is that by allowing a third party to serve the ads, you give that
party access to something we consider proprietary - our log data.

You could argue that because I am the publisher, I am generating that data,
and thus I own it. You could also argue that since the advertiser is pay
for the space, they own it. I don't know if I could ever make an argument
that a third party ad server owns it.

Being a third party ad server, whether it is through a pure serving company
like AdKnowledge or a network like 24/7 or DoubleClick, puts you in an
extremely powerful position because you are in the middle of the action. In
theory, these companies could gather quite a bit of intelligence on
competing sites as well as competing advertisers.

Do these companies have stated policies on how they use this data? Will
someone, someday, get the "bright idea" to sell this data back to us?
Shouldn't publishers be compensated in some way for generating this data
for these companies?

richard

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