Privacy for Content
One project, which brought together senior executives from the creative industries and technology, has identified that privacy can be traded in the future of content, to generate new sources of revenue for the creative industries.
Even when accessing content for free, we leave a digital trail of metadata behind us. By aggregating this information, organizations can generate an image of a person’s behaviors and deliver relevant content to them.
John Cass, Director of Creative Industries Knowledge Transfer Network (CIKTN), the organization behind the project said: “Even when accessing content for free, we leave a digital trail of metadata behind us. By aggregating this information, organizations can generate an image of a person’s behaviors and deliver relevant content to them. ”
The biggest problem with the use of metadata more effectively in this way are public concerns about privacy. However, Cass believes that in the future, people are increasingly prepared to trade privacy for the contents or even a financial reward. Today companies like Google and Facebook to gather this data without requiring users to fully understand its value.
“The big challenge will be to make the process more transparent so that people understand the value of the data they have, how they use and what they are getting in exchange for data,” said Cass. “This model already exists with loyalty cards to the store where we share information about our buying habits in exchange for personalized offers and benefits, or cash back. The same model could be developed in the online world with the delivery companies custom content and offers to people.
“The traditional view is that the content is free or paid. The recent introduction of Paywall Times, shows how content creators are looking for ways to monetize what was a free good. The other option is to support the generation of content so intelligent monetization of metadata to provide relevant, personalized information to users. Indeed people decide to change something about your private life, either for free content or financial reward. More than 40% of advertising messages we interviewed felt that this could have a revolutionary effect on business.
“Content companies that recognize the need for this process is transparent and give consumers the power to make meaningful decisions are to be able to obtain new income and leisure guests,” said Cass.
As exchangeable Privacy was one of the key findings of the report CIKTN Beacon in the future of Digital Content, part of a program of 14 projects carried out by the CI KTN to address technology-related challenges facing the creative industries in the UK. Each project Beacon identifies the key innovation and business needs for organizations to transform their ideas into commercial success in the UK.
In the United Kingdom, the Creative Industries sector contributes over 6.4% of Gross Value Added in the UK and is growing at a faster pace than the economy as a whole. In 2007, total revenues of creative industries amounted to £ 67.5bn. The publication is the largest subsector, with radio and television and advertising among the best.
To receive a copy of Creative Industries KTN final report Beacon Beacon projects: the Future of Digital Content, please contact Tony Henderson:
tony (a) creativeindustriesktn (dot) org
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