Sites are collecting our attention data today. Do we have a right to know what that data is? Should we get a copy?

1. Philipp Kehler 30 yrs old Media Economics, Ilmenau, Germany Founding Team member Product Design New ways to deliver, share and own digital assets. And we enjoy cocktails.

2. Attention Profiles Scary, or the Next Step? (Read the notes below for a dialog)

3. What Are AP’s? Your “Attention Profile” is what you do. APML Idea: Lets users export/import their “history” Currently a draft spec

4. Use Cases

5. What do they already know about me? They usually don’t tell us! Do I have rights to that data? Is it mine? Is it useful for me to share it with others?

6. My cookie, myself? (Most of) you can’t clear flash cookies. It can store years of access history Ever seen a flash ad? We need access to stateful services We need transparency, not fear

7. Do I even know this much about myself?

8. “ Foucault panopticon” Was that search prescient, or paranoid?

9. But, Can AP’s Help ME? Yes! Instantly start with a “full” profile Personalize immediately Start having fun sooner

10. AP’s = Fun with Friends Who they are, AND what they’re doing Feels less empty richer profiles Users stay longer, explore deeper

12. Advertisers Win too Richer profiles = Less guessing Better ads = happier users Grandma loves the 24’s!

13. Conclusion: Faster start on new sites More fun for everyone Deeper exploration More money!

14. Ah, not so fast A few “tiny” problems to solve first. Flixter might be willing to share your AP with Amazon for a cut of a DVD sale … But how do we get: Established players to proactively share? Direct competitors to share? Can I require any form of AP sharing? Can I block any form of AP sharing? $ Referrer Fee AP

15. “ The Control Question” Is my Attention Profile are belong to us?

17. Some Questions: How many sites can really access my AP on demand? If they’re personalizing, they’re accessing… What about sites that have my AP stored in “raw” log file format but currently can’t do anything with it? Are they keeping the log files 3-5 years for your benefit or for theirs? Can someone please invent a “creative commons”-like T&C that covers Attention Profiles?

18. … Even more Questions: Will the average consumer understand the AP from Amazon, Google, etc.? Will customers be scared at all the data, then angry that they don’t understand it? Where should profiles be saved? Centralized/decentralized? Who should govern or enforce? Government or sites or DNS/wiki-like hybrid funded by users& companies Do we need laws for this?

19. Trust alone isn’t working Q: Shouldn’t I trust company XYZ with my Attention Profile? They’re so nice. A: No. If they don’t give you an exportable copy of your AP, then they don’t trust YOU...

20. “ Let’s keep drinking” thinking