Core benefits for publishers
- Source of deep user profile information
- Standardized, shareable, with user permission
- Take back control of customer information (from platforms)
- Use it to build ‘network effect’ of sharing with fellow publishers
Why now?
- One to many doesn’t work any more except at huge scale (Google, FB)
- Even tech platforms don’t show the same thing to everyone
- We have moved From Paper to Persona – a one-to-one world
- Without user profile and interest data (“personas”), you are out of the money
What’s the end-user benefit?
- Personalization that travels across a network of trusted content
- A “one pass” for information; one account, one bill, one ID
- Control over how personal info is used
- Choice of service providers (“presenters”)
What’s needed now?
- Federated authentication (single signon) for news
- Personalization technology for content / lifestyle interests
- A “viral growth” strategy (share “personas”)
- An “everybody wins” structure (nonprofit oversees)
- Member grants for nonprofit; capital for development of for-profit services
The Information Trust Exchange Project 