Feeds

Google should punt content thief ad payments to rights owners

Big networks should get noble, says software firm

Choosing a cloud hosting partner with confidence

A content-tracking software company wants the internet's biggest advertising networks to siphon money from advertising on copyright-infringing websites and divert it to the material's original owners. No major ad network has signed up yet.

Attribute is forming the Fair Syndication Network, a grouping of publishers who will use Attribute's content-tracking technology to identify websites which use whole chunks of other people's material in order to attract advertising. The Network will then try to divert advertising money from those sites to the creators of the content.

"What if you received a portion of the ad revenue from the reusing party whenever a full copy of your content is found on another site?" says Attribute's description of the Fair Syndication Network. "Technology now exists that can identify your content wherever it is monetized and ensure that you get your fair share from the ad networks serving the ads."

To ensure that creators get their 'fair share', though, the Network will have to persuade advertising networks to divert money from website owners to the original creators of content.

The system is designed to divert money to content creators from spam blogs, websites which simply reproduce masses of content in full in a bid to appear like news sites and attract pay per click advertising from the major ad networks, such as Yahoo!'s or Google's.

Technology news publisher Techcrunch was invited to a demonstration of the system and said that Attribute surveyed such sites and found that 94% of the sites were served ads by one of the three biggest networks: Yahoo!, DoubleClick and AdSense. Google acquired DoubleClick in 2008 and AdSense is Google's advertising programme for publishers.

The Network aims to convince those three networks that when ad money is earned by sites that take content without permission, some of that money should be diverted to content creators.

Attribute chief executive told the Wall Street Journal (WSJ), that although it is in discussions with major ad networks, none has yet signed up. He told the paper that he believed the US's Digital Millennium Copyright Act (DMCA) created ad network liability when networks were informed that sites breached copyright law.

One problem automated systems face is that copyrighted material can be legally used under exceptions to copyright laws, such as those for news reporting. The Attribute system would only register uses of material above a certain word limit and would ignore excerpts within quotation marks to try to take account of 'fair use' exceptions.

The biggest content producer that has signed up to the Network is news agency Reuters.

Copyright © 2009, OUT-LAW.com

OUT-LAW.COM is part of international law firm Pinsent Masons.

Choosing a cloud hosting partner with confidence

More from The Register

next story
Facebook pays INFINITELY MORE UK corp tax than in 2012
Thanks for the £3k, Zuck. Doh! you're IN CREDIT. Guess not
Facebook, Apple: LADIES! Why not FREEZE your EGGS? It's on the company!
No biological clockwatching when you work in Silicon Valley
Happiness economics is bollocks. Oh, UK.gov just adopted it? Er ...
Opportunity doesn't knock; it costs us instead
Sysadmin with EBOLA? Gartner's issued advice to debug your biz
Start hoarding cleaning supplies, analyst firm says, and assume your team will scatter
YARR! Pirates walk the plank: DMCA magnets sink in Google results
Spaffing copyrighted stuff over the web? No search ranking for you
Don't bother telling people if you lose their data, say Euro bods
You read that right – with the proviso that it's encrypted
Apple SILENCES Bose, YANKS headphones from stores
The, er, Beats go on after noise-cancelling spat
prev story

Whitepapers

Cloud and hybrid-cloud data protection for VMware
Learn how quick and easy it is to configure backups and perform restores for VMware environments.
A strategic approach to identity relationship management
ForgeRock commissioned Forrester to evaluate companies’ IAM practices and requirements when it comes to customer-facing scenarios versus employee-facing ones.
High Performance for All
While HPC is not new, it has traditionally been seen as a specialist area – is it now geared up to meet more mainstream requirements?
Three 1TB solid state scorchers up for grabs
Big SSDs can be expensive but think big and think free because you could be the lucky winner of one of three 1TB Samsung SSD 840 EVO drives that we’re giving away worth over £300 apiece.
Security for virtualized datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.