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On The State of Google’s Advertising Business: Neal Mohan at Signal SF

By - February 29, 2012

If you’ve been reading Searchblog, you know I’ve been writing quite a bit about Google, privacy, and the advertising business. All of those topics are going to be coming together in my interview with Neal Mohan, VP Product at Google, on the Signal SF stage next month.

Neal oversees display and mobile advertising for Google, and works directly with the company’s entire advertising stack, a formidable lineup of products that include the Doubleclick ad server and exchange businesses, AdSense, the Invite Media demand side platform, the pending AdMeld supply side platform, AdMob, and much more. Given the tempests over Google’s integration of its privacy policies, the integration of Google+ into Google search, and Google’s circumvention of Apple’s Safari browser, it’s bound to be quite a conversation.

Register for Signal:SF here (we’re closing in on a sell out), and please leave any questions or comments you might have for Neal below. I’ll be listening and integrating your input. Also, below are a few more links for you to peruse on the topic of Google and its advertising business (as well as that of its main competitor now, Facebook).

Risk and Riches in User Data for Facebook (NYT)

Google: Calling Our Ad System Closed is ‘Ridiculous’ (Digiday)

Search Still Drives Google, but Display Ads a $5 Billion Business (AdAge)

New Display Ad Push Adds to Bag of Tricks (WSJ)

Study Finds News Sites Fail to Aim Ads at Users (NYT)

Google to Pass Facebook in Display Ads in 2013: eMarketer (eWeek)

‘Do Not Track’ won’t halt data flow (Boston Globe)

Google On Defensive Yet Again In Snafu Over Ad-Tracking In Safari Browsers (paidContent)

Google sugarcoated privacy policy changes to mislead users, group charges (ZDnet)

A Sad State of Internet Affairs (Searchblog)

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A Funny Thing Happened As I Was “Tracked”

By - February 27, 2012

I’m still in recovery mode after the wave of Apple-defenders inundated me with privacy-related comments over this past weekend, and I promise to continue the dialog – and admit where I may be wrong – once I feel I’ve properly grokked the story. The issue of privacy as it relates to the Intenet is rather a long piece of yarn, and I’m only a small part of the way toward unraveling this particular sweater. (And yes, I know there are plenty of privacy absolutists rolling their eyes at me right now, but if you don’t want to hear my views after some real reporting and thinking on the subject, just move along….). lf you want to peruse some of the recent stories on the subject I’ve been reading, you can start with the Signal post I just finished.

Meanwhile, I want to tell you a little story about advertising and tracking, which is at the heart of much of the current tempest.

While skiing last week at my home mountain of Mammoth (the only place in California with a decent snowpack), my family and I stayed at a Westin property. It’s a relatively new place, and pretty nice for Mammoth – which is more of  a “throw the kids in the station wagon and drive up” kind of resort. It’s not exactly Vail or Aspen – save for the skiing, which I dare say rivals any mountain in the US.

Anyway, I stayed at the Westin, as as such, I visited the Westin site many a time during my stay for various reasons (I also visited before I came, of course, to research stuff like whether it had a gym, restaurant menus, and the like).

Now, besides visiting the Westin site while at Mammoth, I also visited Amazon.com, because I was looking to buy a particular adapter for my SIM card. I’m eager to try out the new Nexus Galaxy, but the SIM in my iPhone is a different size, and to use it in the Nexus, I need an adapter.

I didn’t end up buying the adapter, because I got distracted, but I did visit Amazon’s page for the device.

Now, why am I telling you all this? Because after visiting those two sites (Westin and Amazon), I noticed the ads I was seeing as I cruised the web changed. A lot. In particular, on my own site, which is powered by the company I chair, FM:

The ad at the top is from Amazon, with a picture of the very thing I almost bought. Now, is that creepy, or is that useful?

The ad on the side is from Westin, offering me a free night or $500 credit if I book another Westin vacation. Again, creepy, or …potentially a benefit?

This is “tracking” at work, and while some of us find it creepy, I find it rather benign. Both those ads are very pertinent to *me*, and one (the Westin) might even save me a lot of money – I love the idea of getting a free night at a place I’ve already stayed at and enjoyed (and I am a Starwood member, and stay at a lot of other Westins, so heck, I might just use that offer sometime soon).

Regardless of those specifics, it’s hard to argue that these ads are *worse* than the undifferentiated slop that once filled up ad space across the web. And that’s pretty much the point of cookie-driven advertising – that it use our data to offer up marketing messages that are, in the end, better than if the advertisers didn’t have the data in the first place.

After all, Facebook and Google offer up exactly the same kind of ads on their owned and operated domains – ads that are relevant to you – based on data you provided to them (the search term, or your Facebook profile). Somehow that’s OK, but when it’s done across the open web – well, then it’s “creepy.”

The problem, I think, is that we generally don’t trust these third-party advertising networks – we think they are doing nefarious things with our data, somehow screwing us, tracking us like hunted animals, creating vast profiles that could fall into the wrong hands. And the ad industry needs to address this issue of trust.

If you look at both those ads, it turns out the industry is doing just that. Each of the ads have an “ad choices” logo you can click to find out what’s going on behind the ad. Here’s what I saw when I clicked on Amazon’s “privacy” link:

This page clearly explains why I’m seeing the ad, and offers me an explicit choice to opt out of seeing ads like this in the future. Seems fair to me.

Here’s what I see when I clicked on the “ad choices” logo for the Westin ad:

That’s a popover, telling me that my browsing activity (I assume my multiple visits to Westin.com) has informed the offer. It tells me that an ad network owned by Akamai is behind the tracking and trafficking of the ad. And it offers me more links, should I want to learn more. I clicked on the “More information & opt out options” link, and saw this from Evidon,which Akamai uses to power its opt out and other programs:

This page offers a prominent opt out for the companies who served me the ad. it even offers a link to Ghostery, a service which I’ve used in the past to track who’s dropping cookies and such on my browser.

Now, I’m not arguing that this system is perfect, but it’s certainly quite a step forward from where we were a year ago.

And no, I didn’t opt out of anything. Not because I founded an Independent web advertising and content company (FM), but because frankly, I think the ads I’m getting are better as a result of this ecosystem. And I’m getting benefits I wouldn’t have had before (a free night at the Westin, a reminder to go get that SIM adapter I hadn’t yet bought). And, frankly, because this is all happening on the Independent web, insuring that small sites like mine get a chance to benefit from the same kind of value that Facebook and Google already have as “first party” websites – the value of my data. (More on this point in later posts, I am sure).

Now, if these companies end up doing evil, wrongheaded, or plain stupid things with my data, I’m going to be the first to opt out. And there’s plenty more we have to do to get this ecosystem right. But I thought it instructive to lay out how it’s working so far. And so far, I don’t find it anything but benign, if not actually useful. What do you think?

Obama’s Framework for “Consumer Data Privacy” And My “Data Bill of Rights”

By - February 26, 2012

It sort of feels like “wayback week” for me here at Searchblog, as I get caught up on the week’s news after my vacation. Late last week the Obama administration announced “Consumer Data Privacy In A Networked World: A Framework for Protecting Privacy and Promoting Innovation in the Global Digital Economy.”

The document runs nearly 50 pages, but turns on a “Privacy Bill of Rights” – and when I read that phrase, it reminded me of a post I did four years ago: The Data Bill of Rights.

I thought I’d compare what I wrote with what the Obama administration is proposing.

First, the Administrations’ key points:

Individual Control: Consumers have a right to exercise control over what personal data companies collect from them and how they use it.

Transparency: Consumers have a right to easily understandable and accessible information about privacy and security practices.

Respect for Context: Consumers have a right to expect that companies will collect, use, and disclose personal data in ways that are consistent with the context in which consumers provide the data.

Security: Consumers have a right to secure and responsible handling of personal data.

Access and Accuracy: Consumers have a right to access and correct personal data in usable formats, in a manner that is appropriate to the sensitivity of the data and the risk of adverse consequences to consumers if the data is inaccurate.

Focused Collection: Consumers have a right to reasonable limits on the personal data that companies collect and retain.

Accountability: Consumers have a right to have personal data handled by companies with appropriate measures in place to assure they adhere to the Consumer Privacy Bill of Rights.

And now my “Data Bill of Rights” from 2007:

- Data Portability. We can take copies of that data out of the company’s coffers and offer it to others or just keep copies for ourselves.

- Data Editing. We can request deletions, editing, clarifications of our data for accuracy and privacy.

- Data Anonymity. We can request that our data not be used, cognizant of the fact that that may mean services are unavailable to us.

- Data Use. We have rights to know how our data is being used inside a company.

- Data Value. The right to sell our data to the highest bidder.

- Data Permissions. The right to set permissions as to who might use/benefit from/have access to our data.

Comparing the two, it seems the Administration has not addressed the issue of what I call portability, at all, which I think is a bummer. Nor does it consider the idea of Value, which I think the market is going to address over time. It does address what I call editing, anonymity (what I should have called “opt out”), use, and permissions.

What the administration added that I did not have is “security” – the right to know your data is secure (I think I took that for granted), and “Focused Collection” and “Respect For Context,” which I agree with – don’t collect data for data’s sake, and we should have the right that data collected about us is being used in proper context.

Given how much this issue is in the news lately, as well as the overwhelming response to my post last Friday about Google and Apple, I’m getting as smart as I can on these issues.

Further coverage of the Administration’s move at RWW: Obama Administration Sides with Consumers in Online Privacy Debate and Paid Content Big Tech, Obama And The Politics Of Privacy as well as Ad Age, which is skeptical: Did The White House Just Thread The Needle On Privacy?

Apple Gets Into (App) Search

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It took longer than I thought it would, but it’s finally happened. Apple’s admitted that it needs real search to bring it’s tangled app universe to heel, and purchased Chomp, a leading third-party app review and search service.

Nearly two years ago I wrote this piece:  Apple Won’t Build a (Web) Search Engine. From it:

…but it will build the equivalent of an app search engine. It’s crazy not to. In fact, it has to. It already has app discovery via the iTunes store, but it’s terrible, with no signal that gives reliable results based on accrued intent.

What Apple needs is a search engine that “crawls” apps, app content, and app usage data, then surfaces recommendations as well as content . To do this, mobile apps will need to make their content available for Apple to crawl. And why wouldn’t you if you’re Yelp, for example? Or Facebook, for that matter? An index of apps+social signal+app content would be quite compelling.

What Apple will NOT do is crawl the entire web.

I still think that last sentence will remain true. It’s my hope that Apple continues to develop Chomp and help “real search” – the kind I describe above, to happen in iOS.

A Sad State of Internet Affairs: The Journal on Google, Apple, and “Privacy”

By - February 16, 2012

The news alert from the Wall St. Journal hit my phone about an hour ago, pulling me away from tasting “Texas Bourbon” in San Antonio to sit down and grok this headline: Google’s iPhone Tracking.

Now, the headline certainly is attention-grabbing, but the news alert email had a more sinister headline: “Google Circumvented Web-Privacy Safeguards.”

Wow! What’s going on here?

Turns out, no one looks good in this story, but certainly the Journal feels like they’ve got Google in a “gotcha” moment. As usual, I think there’s a lot more to the story, and while I’m Thinking Out Loud right now, and pretty sure there’s a lot more than I can currently grok, there’s something I just gotta say.

First, the details.  Here’s the lead in the Journal’s story, which requires a login/registration:

Google Inc. and other advertising companies have been bypassing the privacy settings of millions of people using Apple Inc.’s Web browser on their iPhones and computers—tracking the Web-browsing habits of people who intended for that kind of monitoring to be blocked.”

Now, from what I can tell, the first part of that story is true – Google and many others have figured out ways to get around Apple’s default settings on Safari in iOS – the only browser that comes with iOS, a browser that, in my experience, has never asked me what kind of privacy settings I wanted, nor did it ask if I wanted to share my data with anyone else (I do, it turns out, for any number of perfectly good reasons). Apple assumes that I agree with Apple’s point of view on “privacy,” which, I must say, is ridiculous on its face, because the idea of a large corporation (Apple is the largest, in fact) determining in advance what I might want to do with my data is pretty much the opposite of “privacy.”

Then again, Apple decided I hated Flash, too, so I shouldn’t be that surprised, right?

But to the point, Google circumvented Safari’s default settings by using some trickery described in this WSJ blog post, which reports the main reason Google did what it did was so that it could know if a user was a Google+ member, and if so (or even if not so), it could show that user Google+ enhanced ads via AdSense.

In short, Apple’s mobile version of Safari broke with common web practice,  and as a result, it broke Google’s normal approach to engaging with consumers. Was Google’s “normal approach” wrong? Well, I suppose that’s a debate worth having – it’s currently standard practice and the backbone of the entire web advertising ecosystem –  but the Journal doesn’t bother to go into those details. One can debate whether setting cookies should happen by default – but the fact is, that’s how it’s done on the open web.

The Journal article does later acknowledge, though not in a way that a reasonable reader would interpret as meaningful, that the mobile version of Safari has “default” (ie not user activated) settings that prevent Google and others (like ad giant WPP) to track user behavior the way they do on the “normal” Web. That’s a far cry from the Journal’s lead paragraph, which again, states Google bypassed the “the privacy settings of millions of people.” So when is a privacy setting really a privacy setting, I wonder? When Apple makes it so?

Since this story has broken, Google has discontinued its practice, making it look even worse, of course.

But let’s step back a second here and ask: why do you think Apple has made it impossible for advertising-driven companies like Google to execute what are industry standard practices on the open web (dropping cookies and tracking behavior so as to provide relevant services and advertising)? Do you think it’s because Apple cares deeply about your privacy?

Really?

Or perhaps it’s because Apple considers anyone using iOS, even if they’re browsing the web, as “Apple’s customer,” and wants to throttle potential competitors, insuring that it’s impossible to access to “Apple’s” audiences using iOS in any sophisticated fashion? Might it be possible that Apple is using data as its weapon, dressed up in the PR friendly clothing of  “privacy protection” for users?

That’s at least a credible idea, I’d argue.

I don’t know, but when I bought an iPhone, I didn’t think I was singing up as an active recruit in Apple’s war on the open web. I just thought I was getting “the Internet in my pocket” – which was Apple’s initial marketing pitch for the device. What I didn’t realize was that it was “the Internet, as Apple wishes to understand it, in my pocket.”

It’d be nice if the Journal wasn’t so caught up in its own “privacy scoop” that it paused to wonder if perhaps Apple has an agenda here as well. I’m not arguing Google doesn’t have an agenda – it clearly does. I’m as saddened as the next guy about how Google has broken search in its relentless pursuit of beating Facebook, among others.

In this case, what Google and others have done sure sounds wrong – if you’ve going to resort to tricking a browser into offering up information designated by default as private, you need to somehow message the user and explain what’s going on. Then again, in the open web, you don’t have to – most browsers let you set cookies by default. In iOS within Safari, perhaps such messaging is technically impossible, I don’t know. But these shenanigans are predictable, given the dynamic of the current food fight between Google, Apple, Facebook, and others. It’s one more example of the sad state of the Internet given the war between the Internet Big Five. And it’s only going to get worse, before, I hope, it gets better again.

Now, here’s my caveat: I haven’t been able to do any reporting on this, given it’s 11 pm in Texas and I’ve got meetings in the morning. But I’m sure curious as to the real story here. I don’t think the sensational headlines from the Journal get to the core of it. I’ll depend on you, fair readers, to enlighten us all on what you think is really going on.

Nearly 90% of the World Uses Mobile Phones

By - February 13, 2012

In the normal course of research for the book, I wondered how quickly mobile phone use got to the 1 billion mark. I figured we’re well past that number now, but I had no idea how far past it we’ve blown.Like, six times past it. We hit 1 billion in the year 2000, and never looked back.

According to the ITU, nearly 90% of people in the world use mobile phones. Holy. Cow. By comparison, just 35% of us are using the Internet. That is going to change, and fast. Everyone needs a new phone after some period of time. And the next one they get is going to be connected. Just some Monday afternoon Powerpoint fodder for you all. Now back to work.

 

Thinking Out Loud About Voice Search: What’s the Business Model?

By - February 10, 2012

(image) I don’t have Siri yet – I’m still using my “old” iPhone 4. But I do have my hands on a new (unboxed) Nexus, which has Google Voice Actions on it, and I’m sure at some point I’ll get a iPhone 4GS. So this post isn’t written from experience as much as it’s pure speculation, or as I like to call it, Thinking Out Loud.

But driving into work yesterday I realized how useful voice search is going to be to me, once I’ve got it installed. Stuck in traffic, I tried searching for alternate routes, and it struck me how much easier it’d be to just say “give me alternate routes.” That got me thinking about all manner of things – many of which are now possible – “Text my wife I’ll be late,” “Email my assistant and ask her to print the files for my 11 am meeting,” “Find me a good liquor store within a mile of here,” (I’ve actually done that one using Siri on my way to a friend’s house last weekend).

I’ve written about this before, of course (see Texting Is Stupid, for one example from over three years ago), and I predicted in 2011 that voice was going to be a game changer. It clearly is, but now my question is this: What’s the business model?

I hate to pick on Google, but it’s worth asking the question, given how it dominates mobile search: What happens to the AdWords business model when a large percentage of mobile searches are done using voice? Given we don’t look at our screens while using voice commands (pretty much the whole point, no?), how will Google make money from voice search?

It’s an interesting question, but not for Apple – Apple doesn’t make money through search ads, so it can give voice search away for free, and use it as a benefit of buying and using the hardware device (which is where Apple makes its coin, after all). And from what I can tell, Apple uses Yahoo, Wolfram, Yelp and others to populate Siri’s search answers, not Google. I’m sure there’s a direct reason for that: Google probably wanted some kind of fee from Apple, and I’m guessing Apple had little interest in paying. (I also don’t know if Apple is paying Yahoo, Wolfram or Yelp, if any of you do, please let me know…)

Now, Google does have one model in market that could translate to money in voice search – what it calls “Click to Call.” This is the ability for businesses to integrate direct phone calling into their mobile ads. I don’t know if that model is integreated into Voice Actions, but I’d be surprised if it didn’t show up soon (I can imagine Google’s version of Siri asking “Would you like to call this business now?”). And while that should prove a decent revenue stream, it won’t cover the majority of voice searches. And Google isn’t a company that likes to give away search without a monetization strategy.

What do you think such a strategy might be? Could we even imagine the return of “paid inclusion” – where voice search results are returned based on who pays to be part of the results? Sounds far fetched, but at the right scale, it could work.

I’ve not done much thinking about this, but I bet some of you have. What do you say?

Yahoo Visualizes Its Content CORE

By - February 09, 2012

Yahoo has always been proud of the algorithms that drive its choice of personalized content, but it’s hard to grok exactly what they do behind the scenes to make the magic happen. Today the company released a visualization of its “C.O.R.E.” (Content Optimization and Relevance Engine) technology, and the result is pretty cool. From a release sent to me by Yahoo:

 

  • C.O.R.E. (Content Optimization and Relevance Engine) is a suite of technologies developed by Yahoo! Labs to surface the stories most interesting to you, based on your reading behavior over time.
  • Every hour C.O.R.E. processes 1.2 terrabytes of data in order to learn how a user’s behaviors and interests influence the likelihood of clicking on a specific article. And, every day, C.O.R.E. personalizes 2.2 billion pieces of content for Yahoo! users.
  • Since optimizing with C.O.R.E., Yahoo!’s Homepage click-through rate has increased 300%.
  • Yahoo!’s personalization approach is a clever mix of scientific algorithms and human judgment, as editors have control to override C.O.R.E. at any time, to ensure certain stories are seen.
  • Initially developed within Yahoo! Labs, C.O.R.E. has become a vital tool used throughout the day by editors across the company to bring our users personalized news, first.

The visualization lets you see stories through filters of gender, age, and interest. The image above, for example, shows a male in may age range interested in business and finance. Well worth playing around with, and a very good example of what I call “dependent web” content.

More information on Yahoo’s blog here.

Larry Page’s “Tidal Wave Moment”?

By - February 07, 2012

Who remembers the moment, back in 1995, when Bill Gates wrote his famous Internet Tidal Wave Memo? In it he rallied his entire organization to the cause of the Internet, calling the new platform an existential threat/opportunity for Microsoft’s entire business. In the memo Gates wrote:

“I assign the Internet the highest level of importance. In this memo I want to make clear that our focus on the Internet is crucial to every part of our business. The Internet is the most important single development to come along since the IBM PC was introduced in 1981.”

The memo runs more than 5300 words and includes highly detailed product plans across all of Microsoft. In retrospect, it probably wasn’t a genius move to be so transparent – the memo became public during the US Dept. of Justice action against Microsoft in the late 1990s.

It strikes me that Larry Page at Google could have written such a memo to all Googlers last year. Of course, Page and his advisors must have learned from Microsoft’s mistakes, and certainly don’t want a declarative memo floating around the vast clouds of Internet eternity. Bad things can happen from direct mandates such as those made by Gates – in the memo he mentions that Microsoft must “match and beat” Netscape, for example, words that came back to haunt him during the DOJ action.

Here’s what Page might have written to his staff in 2011, with just a few words shifted:

” I assign social networking the highest level of importance. In this memo I want to make clear that our focus on social networking is crucial to every part of our business. Social networking is the most important single development to come along since Google was introduced in 1998.”

I very much doubt Page wrote anywhere that Google must “match and beat” Facebook. And unlike Gates, he probably did not pen detailed memos about integrating Google+ into all of Google’s products (as Gates did – for pages – declaring that Microsoft must integrate the Internet into all of its core products.)

But it’s certainly not lost on any Googler how important “social” is to the company: all of their bonuses were tied to social last year.

So why am I bringing this up now? Well, I’ve got no news hook. I’m just doing research for the book, and came across the memo, and its tone and urgency struck a familiar note. The furor around Search Plus Your World has died down, but it left a bad taste in a lot of folks’ mouths. But put in the context of “existential threat,” it’s easier to understand why Google did what it did.

Unlike the Internet, which was a freely accessible resource that any company could incorporate into its products and services, to date “social” has been dominated by one company, a company that Google has been unable to work with. Imagine if, when Gates wrote his Tidal Wave memo, the “Internet” he spoke of was controlled entirely by, say, MCI, and that Microsoft was unable to secure a deal to get all that Internet goodness into its future products.

That seems to be where Google finds itself, at least by its own reckoning. To continue being a great search engine, it needs the identity and relationship data found, for the most part, behind Facebook’s walls.

I’ve written elsewhere about the breakdown of the open web, the move toward more “walled gardens of data,” and what that does to Google’s ability to execute its core business of search. And it’s not just social – readers have sent me tons of information that predict how mobile, in particular, will escape the traditional reaches of Google’s spidering business model. I hope to pore through that information and post more here, but for now, it’s worth reading a bit of history to put Google’s moves into broader context.

It’s Not Whether Google’s Threatened. It’s Asking Ourselves: What Commons Do We Wish For?

By - February 02, 2012

If Facebook’s IPO filing does anything besides mint a lot of millionaires, it will be to shine a rather unsettling light on a fact most of us would rather not acknowledge: The web as we know it is rather like our polar ice caps: under severe, long-term attack by forces of our own creation.

And if we lose the web, well, we lose more than funny cat videos and occasionally brilliant blog posts. We lose a commons, an ecosystem, a “tangled bank” where serendipity, dirt, and iterative trial and error drive open innovation. Google’s been the focus of most of this analysis (hell, I called Facebook an “existential threat” to Google on Bloomberg yesterday), but I’d like to pull back for a second.

This post has been brewing in me for a while, but I was moved to start writing after reading this piece in Time:

Is Google In Danger of Being Shut Out of the Changing Internet?

The short answer is Hell Yes. But while I’m a fan of Google (for the most part), to me the piece is focused too narrowly on what might happen to one company, rather than to the ecosystem which allowed that company to thrive. It does a good job of outlining the challenges Google faces, which are worth recounting (and expanding upon) as a proxy for the larger question I’m attempting to elucidate:

1. The “old” Internet is shrinking, and being replaced by walled gardens over which Google’s crawlers can’t climb. Sure, Google can crawl Facebook’s “public pages,” but those represent a tiny fraction of the “pages” on Facebook, and are not informed by the crucial signals of identity and relationship which give those pages meaning. Similarly, Google can crawl the “public pages” of Apple’s iTunes store on the web, but all the value creation in the mobile iOS appworld is behind the walls of Fortress Apple. Google can’t see that information, can’t crawl it, and can’t “make it universally available.” Same for Amazon with its Kindle universe, Microsoft’s Xbox and mobile worlds, and many others.

2. Google’s business model depends on the web remaining open, and given #1 above, that model is imperiled. It’s damn hard to change business models, but with Google+ and Android, the company is trying. The author of the Time piece is skeptical of Google’s chances of recreating the Open Web with these new tools, however.

He makes a good point. But to me, the real issue isn’t whether Google’s business model is under attack by forces outside its control. Rather, the question is far more existential in nature: What kind of a world do we want to live in?

I’m going to say that again, because it bears us really considering: What kind of a world do we want to live in? As we increasingly leverage our lives through the world of digital platforms, what are the values we wish to hold in common? I wrote about this issue a month or so ago:  On This Whole “Web Is Dead” Meme. In that piece I outlined a number of core values that I believe are held in common when it comes to what I call the “open” or “independent” web. They also bear repeating (I go into more detail in the post, should you care to read it):

- No gatekeepers. The web is decentralized. Anyone can start a web site. No one has the authority (in a democracy, anyway) to stop you from putting up a shingle.

An ethos of the commons. The web developed over time under an ethos of community development, and most of its core software and protocols are royalty free or open source (or both). There wasn’t early lockdown on what was and wasn’t allowed. This created chaos, shady operators, and plenty of dirt and dark alleys. But it also allowed extraordinary value to blossom in that roiling ecosystem.

- No preset rules about how data is used. If one site collects information from or about a user of its site, that site has the right to do other things with that data, assuming, again, that it’s doing things that benefit all parties concerned.

- Neutrality. No one site on the web is any more or less accessible than any other site. If it’s on the web, you can find it and visit it.

- Interoperability. Sites on the web share common protocols and principles, and determine independently how to work with each other. There is no centralized authority which decides who can work with who, in what way.

I find it hard to argue with any of the points above as core values of how the Internet should work. And it is these values that created Google and allowed the company to become the world beater is has been these past ten or so years. But if you look at this list of values, and ask if Apple, Facebook, Amazon, and the thousands of app makers align with them, I am afraid the answer is mostly no. And that’s the bigger issue I’m pointing to: We’re slowly but surely creating an Internet that is abandoning its original values for…well, for something else that as yet is not well defined.

This is why I wrote Put Your Taproot Into the Independent Web. I’m not out to “save Google,” I’m focused on trying to understand what the Internet would look like if we don’t pay attention to our core shared values.

And it’s not fair to blame Apple, Facebook, Amazon, or app makers here. In conversations with various industry folks over the past few months, it’s become clear that there are more than business model issues stifling the growth of the open web. In no particular order, they are:

1. Engineering. It’s simply too hard to create super-great experiences on the open web. For many high value products and services, HTML and its associated scripting languages, including HTML5, are messy, incomplete, and are not as fast, clean, and elegant as coding for iOS or the Facebook ecosystem. I’ve heard this over and over again. This means developers are drawn to the Apple universe first, web second. Value accrues where engineering efforts pay off in a more compelling user experience.

2. Mobility. The PC-based HTML web is hopelessly behind mobile in any number of ways. It has no eyes (camera), no ears (audio input), no sense of place (GPS/location data). Why would anyone want to invest in a web that’s deaf, dumb, blind, and stuck in one place?

3. Experience. The open web is full of spam, shady operators, and blatant falsehoods. Outside of a relatively small percentage of high quality sites, most of the web is chock full of popup ads and other interruptive come-ons. It’s nearly impossible to find signal in that noise, and the web is in danger of being overrun by all that crap. In the curated gardens of places like Apple and Facebook, the weeds are kept to a minimum, and the user experience is just…better.

So, does that mean the Internet is going to become a series of walled gardens, each subject to the whims of that garden’s liege?

I don’t think so. Scroll up and look at that set of values again. I see absolutely no reason why they can not and should not be applied to how we live our lives inside the worlds of Apple, Facebook, Amazon, and the countless apps we have come to depend upon. But it requires a shift in our relationship to the Internet. It requires that we, as the co-creators of value through interactions, data, and sharing, take responsibility for ensuring that the Internet continues to be a commons.

I expect this will be less difficult that it sounds. It won’t take a political movement or a wholesale migration from Facebook to more open services. Instead, I believe in the open market of ideas, of companies and products and services which identify  the problems I’ve outlined above, and begin to address them through innovative new approaches that solve for them. I believe in the Internet. Always have, and always will.

Related:

Predictions 2012 #4: Google’s Challenging Year

We Need An Identity Re-Aggregator (That We Control)

Set The Data Free, And Value Will Follow

A Report Card on Web 2 and the App Economy

The InterDependent Web

On This Whole “Web Is Dead” Meme