How the end of net neutrality could affect online marketing
The FCC Chairman’s proposal, due for a vote in mid-December, could dramatically change the way digital marketing and advertising works.
The impact on digital marketing from the elimination of net neutrality will be “profound.”
That’s according to Ryan Singel, a fellow at Stanford Law School’s Center for Internet and Society and an expert on net neutrality.
If the proposal from Federal Communications Commission (FCC) chairman Ajit Pai is approved at the agency’s December 14 meeting, the way the internet has operated since it began as a public communications service in the mid-90s will fundamentally change.
Since that beginning, analyst David Raab pointed out, “it’s been a very level playing field in terms of access.” Your blog and CBS’s have the same ability to reach users, without giant organizations receiving preference or pricing advantages as they do in TV or print distribution.
The basic principle, Stanford law professor Barbara van Schewick wrote recently on Medium, is that Internet Service Providers (ISPs) “don’t get to pick winners and losers on the Internet.”
This, she noted, has been “a well-oiled free market at work.”
About The Author
Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.
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