When we launched our beta a few weeks ago, the New York Times was kind enough to describe our basic philosophy that you should get rewarded for your personal data. It’s still so early on that many people aren’t sure just what that reward is supposed to be.
My favorite comments come from overseas.
I love this German statement, which appears to translate as “Privacy is Dead. Register to attend the funeral at Bynamite.“
A Brazilian commentator suggests, “I feel prostituted in this new possibility of arranging the business of social networks. The good thing is that I will choose who can take advantage of my gorgeous little body!“
Er . . . these are perhaps interesting directions for future versions of our product. Let me just clarify the bargain that Bynamite makes for you right now, even in the beta version.
We offer the advertising world a simple proposition on your behalf: ”Give me control, and I’ll give you better data – but on my terms.“
You’re making a bargain for better control, and there’s a carrot-and-stick approach that might not be obvious at first. The carrot is that when they give you control, you will give them info they can’t get without your help. The stick is that we opt you out of ad networks that don’t give you control – over a hundred different ad systems – they have to give respect to get respect.
So right now, the benefit you get is mainly the recognition that you are a force to be bargained with. Over time, we’d like to see a world where you can get additional tangible benefits, like better recommendations, special deals, and even plain and simple money. But the bargain starts with control – as a consumer, you’ve got to establish that the trade for your information is on your terms. Get control first, and the world will follow. Well, maybe not the whole world . . . might have to be careful in Brazil . . .
Tags: control, online advertising
