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 Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ClickZ Live San Francisco Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!

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

Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.

WEBINARS

Resources

Jobs

    • GREAT Campaign Project Coordinator
      GREAT Campaign Project Coordinator (British Consulate-General, New York) - New YorkThe GREAT Britain Campaign is seeking an energetic and creative...
    • Paid Search Senior Account Manager
      Paid Search Senior Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring a strategic Paid Search Senior Account Manager...
    • Paid Search Account Manager
      Paid Search Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring an experienced Paid Search Account Manager to...