Nice thinking, and I can’t tell you how much I appreciated the hand drawings to humanize your presentation I think what you are suggesting or something like it will soon emerge. Have you read Roger McNamee’s book? He is calling for a “universal authentication” system and advocating for that at a pretty high level, touching government and big tech.
I do think it can be used to add a measurable value to the users attention or interaction with the sponsored media, but I see the only way remittance can happen is if value (revenue share) is measured against user attention. I can see if users don’t add data that value is x, and if users add personalized data that value is increased, with the revenue shared per ad view.
I’m only basing that on the practical reality of how media buyers buy, another side of the equation. It has to make sense to the advertisers otherwise it will fail to find adoption, even if regulation exists to support it, if the economics are impossible or only available to the bigger brands who can afford the larger media buys, that itself can have unintended consequences back on the publishers, who really need saving right now.
Example: say someone can purchase my 3rd party data, that doesnt mean I will see their ad. data is bought in bulk. That data is then sold in bulk against media buyers ads, and that collective bulk adds maybe a $1CPM to the ad buy, maybe more depending on the targeting.That’s sometimes 25% of the full ad buy revenue share.
Most platforms cant determine the viewability, or the metrics of the viewability is meaningless (Facebook vids for example counting a view after :03 of video viewing) The economics probably wont make sense in terms of defining the value against what the advertiser paid versus what the user actually saw. The data provider is often just one of the layers in the exchange, there is still the publisher fee (not based on data but audience size) and the agency fee. Monetizing data direct to user is not a pathway I see that is easy, considering the variety of media buyers and networks.
Also, refreshing for me, i see that you and many in this community focus on the social media side of data and advertising - while my focus for the past few years has been less on social, and more on web publishers, especially the premiums, like news organizations or top 40 sites in each vertical, or niche networks of niche blogs. I’m worried for the online publishing industry, so I focus on that side, which offers unique targeting that is surgically contextual that social networks cannot. Additionally, social networks have robbed creators of the ability to actually own and control their own channel, so saving that through web publishers is important, especially if we want to take on the big four ( Our current platform addresses the problems within Google and Facebook in relationship to publishers)
what you’re suggesting or something like it nests nicely in what we’re working on, we stay away from data entirely, don’t need to collect it at all but I see where if the user has control of their data and opt it in, it raises the value of their attention shared, which is a revenue share of the ad buy, stored as a digital asset.