Is It Time To Reward Users For Sharing Their Identity?

The cookie-based identity regime that fueled the first 25 years of the digital advertising is dying. What will replace it?

David Moore, ad tech veteran and CEO of fledgling startup BritePool, says he has an answer.

Moore is one of a handful of early ad tech entrepreneurs who are still actively building companies today. As founder and CEO of 24/7 media, he helped pioneer the ad network model. Later as chairman of WPP’s Xaxis, he did the same for programmatic.

Now he’s pushing a new idea: a reward program that grants “brite points” to people who agree to have their identities tracked across a federation of websites. These points can be exchanged for free gas or other benefits.

It sounds simple, but it’s not. To pull it off, BritePool needs involvement from a network of publisher partners to drive signups and ad tech partners, including MediaMath and Sonobi, to support interoperability with existing identity systems.

It’s important to note that BritePool and its publisher partners do not want to use detailed web activity, searches or shopping data as part of their value exchange with internet users.

“We only want to collect pure identity,” Moore says. “We don’t need to know if you’re male or female. We just want to know that it’s you.”

In this episode Moore discusses the complicated idea and exhorts publishers to pick up the pace on their answer to cookies, walled gardens and looming regulation.

“If you are a publisher, are you preparing for a future without cookies?” he asks. “Some are very concerned about it. Others not as concerned. But in order to have a transitional strategy you have to start now.”

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  1. Jonathan Schwartz

    Is this similar to the BigToken project? I signed up for that. They just pay cash. Is this where advertising is inevitably headed?

  2. It should have always been this way. Having been in marketing research BEFORE the advent of the Internet, I KNOW that people were rewarded for taking part in surveys and studies, sometimes up to $100 for one event. It’s predator behavior to want to track people across the Internet without rewarding them for you collecting some fairly intimate details about their lives. Couple that with the FACT that you actually want to create dossiers on people, well, they are afraid that you are going to share them, for big bucks, with insurance companies, banks, employers, and even law enforcement. Face it, people aren’t as clueless as you think, they are aware of the risks that that they face due to huge adnets like Google.