Web Ad Rivals Unite on Net Neutrality Plea to Senate

  |  July 14, 2006   |  Comments

At stake, among other things, are untold ad dollars associated with high bandwidth content such as video.

Google, Yahoo, IAC/InterActiveCorp, Amazon and eBay, themselves rivals for online marketing dollars, sent a letter yesterday to every Senator, hoping to get Net neutrality language added to a telecommunications bill before it comes before the full Senate. At stake are untold ad dollars associated with high bandwidth content such as video.

"Absent strong network neutrality provisions, consumers will no longer have the freedom to choose content from thousands of sources on the open Internet," the letter reads.

The companies are hoping to add language guaranteeing Net neutrality to Senate bill 2686, the Advanced Telecommunications and Opportunity Reform act. An amendment to that effect, introduced by Senators Olympia Snowe and Byron Dorgan, had been considered in the Senate Commerce Committee, but was narrowly defeated in late June by an 11 to 11 vote.

The Internet giants are battling telecom and cable players, who feel that their investment in the Net's infrastructure entitles them to charge content players for delivery, especially of high-bandwidth media like video. The debate comes as many of the infrastructure players prepare their own video offerings, which would likely get preferential treatment in any two-tiered structure.

"Their desire, and they've been frank about it, is to use their control over broadband to control consumers' experience on the Internet, which has never happened before," said Maura Corbett, a spokesperson for the It's Our Net Coalition, which includes Google, Amazon.com, eBay, Yahoo and IAC/InterActiveCorp. "Video is a key component to this. These guys want to make money on IPTV (define) and streaming video that is not theirs or affiliated with theirs."

Companies advocating for Net neutrality are warning that they'll use every tool in their arsenal to fight a two-tiered system. Google VP and "Internet Evangelist" Vinton Cerf earlier this week warned his company would use antitrust law to sue any company that blocked access to its content.

Video, and the high-CPM ad dollars associated with it, are some of the most promising up-and-coming content areas online. Both Internet-only players and traditional media companies with video assets are gearing up offerings to take advantage of the growth in the broadband-enabled audience.

ClickZ Live New York What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!

ABOUT THE AUTHOR

Pamela Parker

Pamela Parker is a former managing editor of ClickZ News, Features, and Experts. She's been covering interactive advertising and marketing since the boom days of 1999, chronicling the dot-com crash and the subsequent rise of the medium. Before working at ClickZ, Parker was associate editor at @NY, a pioneering Web site and e-mail newsletter covering New York new media start-ups. Parker received a master's degree in journalism, with a concentration in new media, from Columbia University's Graduate School of Journalism.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

    Information currently unavailable

Jobs

    • Lead Generation Specialist
      Lead Generation Specialist (The Oxford Club) - BaltimoreThe Oxford Club is seeking a talented writer/marketer to join our growing email lead-generation...
    • Health Marketing Editor
      Health Marketing Editor (Agora Inc.) - BaltimoreCome flex your intellectual muscle as part of Agora, Inc’s (http://agora-inc.com/) legal team...
    • Technical Business Analyst
      Technical Business Analyst (OmniVista Health) - BaltimoreOmniVista Health is looking to add a Technical Business Analyst to our expanding team...