Fair Syndication Consortium

Simple question:
What if…
anywhere your content was reused…

you had the option to…
share in the ad revenue it generated?



The Fair Syndication Consortium
• Goal – to compensate publishers for their work while
respecting the value of appropriate distribution

• Revenue – share in the revenue from sites monetizing
full copies of your content

• Control – remove ads from the sites you deem
inappropriate for revenue sharing

• Complementary – a new revenue option to
complement existing monetization methods and antipiracy efforts.
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How big of an opportunity?
A $250M annual opportunity that you can turn on in Q3

Estimated by taking feeds from 25 top publishers in January 2009 and applying conservative CPMs to content reuse that consisted of over 80% of the original publisher’s content and at least 125 words. Traffic was estimated using Compete.com data.
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How Fair Syndication works
Copies of Your Content Across the Web


1) Feed of your Content
Content Producers

Web-wide Copy Detection

2) Payment Requests

Ad Networks


3) Ad Revenue Share

4) Revenue $$$

You receive revenue for all full copy reuse of your content: – across the entire Internet – revenue split with the republishing sites, paid out via the ad networks

It’s good for the ad networks
• It won’t cost them a nickel – all revenue shared
from the site copying your work, not the ad networks

• Instant heroes – [insert ad network] chooses to
reward publishers of original content instead of only those reusing your content without authorization

• There is a stick – the ad networks already comply
with DMCA takedown notices to remove their ads from infringing content; takedowns mean fewer ads served

• The infrastructure is already in place – requires
very little work to deploy
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Shouldn't GOOG or YHOO do this?
• Doesn’t solve the problem – need to cover all ad
networks and reconcile the payments from each to ensure proper remuneration is received

• Less money – without a solution that covers all ad
networks, content will jump to new networks, resulting in less money for you

• Less control – you need flexibility to enforce eCPM
minimums, branding issues, existing licensing/royalty agreements and anti-piracy
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Scenario analysis
1. It does not work… the ad networks decide they want a
legal challenge and you receive no additional revenue – Response: always an option but one that the ad networks will risk negative public relations as well as probable legal defeat

2. It does work, but… the amount of money you receive is
uninteresting and/or the reusing sites are not brand-worthy – Response: always possible, no downside in finding out

3. It works… ad networks cooperate and you receive additional
revenue – Response: everyone wins
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How does my organization join?
• Signing up is easy
– Online: FairSyndication.org – Email me: jpitkow@attributor.com

• Provide a feed
– Enables us to start sending instances to the advertising networks to receive monetization information

• There are no costs, fees or dues
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Fair Syndication Consortium

The Fair Syndication Consortium
• What it is – a collection of 500+ publishers who are
demanding full compensation when others make money off their articles

• What it isn’t – an official business entity or
clearinghouse; ad revenue share payments for your content are based solely upon your content’s reuse

• What it does – educates stakeholders and organizes
publishers to participate in Fair Syndication



How reuse is detected
Detection if advertising & links back to your content are present

Crawl of over 35 billion web pages

Highlighting reveals how much of your content is being reused


Key findings from Jan 2009 study
• Tons of reuse – over 30 days, roughly 250,000
articles from the 25 FSC participants were copied in full without permission more than 3.2 million times

• Tons of money – for FSC participants alone this
represented roughly $50 million in annual revenue

• Big overall opportunity – best estimates are that
the total amount of unauthorized full copy syndication for newspaper publishers totals over $250M annually



The “Standard/Simple Measures” feed
• The Feed – a feed provided to ad networks that
identifies which content producers are to be compensated on which pages and from which pages ads are to be removed • The DMCA “safe harbor” requires that service providers must accommodate and not interfere with “standard technical measures.” (Section 512(i)) – FairSyndication Analysis: the law expressly provides for technology solutions to be adopted



Simple Measures
• “Simple Measures” In Perfect10 vs. Amazon, the court
said that Google could be held contributorily liable if it had knowledge that infringing content was available using its search engine and Amazon could have taken “simple measures” to prevent further damage and failed to take such steps.

– FairSyndication Analysis: technology now exists to
identify infringing content and make that knowledge available to advertising networks. Once provided with this knowledge, an ad network must either remove their ads or… provide revenue back to the original content producer



Standard Technical Measures
• “Standard Technical Measures” are defined as
“measures that copyright owners use to identify or protect copyrighted works, that have been developed pursuant to a broad consensus of copyright owners and service providers in an open, fair and voluntary multi-industry process, are available to anyone on reasonable nondiscriminatory terms, and do not impose substantial costs or burdens on service providers.”

– FairSyndication Analysis: the solution must be:
 open to publishers of all sizes  costs must not burden service providers  be vetted in an open forum
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