What if qualified leads were free?

In terms of economic signaling, think about which is worth more: A ready-to-sell-something message from an advertiser A ready-to-buy-something message from a customer Of course it depends. A company can use an ad to signal many people at once, and to signal far more than a readiness to sell something. And now, with advanced analytics and [Read More →]

Can we each be our own Amazon?

The most far-out chapter in The Intention Economy is one set in a future when free customers are known to be more valuable than captive ones. It’s called “The Promised Market,” and describes the imagined activities of a family traveling to a wedding in San Diego. Among the graces their lives enjoy are these (in the [Read More →]

Coming to terms

We lie every time we “accept” terms that we haven’t read — a pro forma  behavior that is all but required by the calf-cow model of the Web that’s prevailed since 1995. We need to change that. And so we are. StandardLabel.org is working on “A clear, consistent way for websites to say what they [Read More →]

How about using the ‘No Track’ button we already have?

For as long as we’ve had economies, demand and supply have been attracted to each other like a pair of magnets. Ideally, they should match up evenly and produce good outcomes. But sometimes one side comes to dominate the other, with bad effects along with good ones. Such has been the case on the Web [Read More →]