Original toot:
It has come to my attention that many of the people complaining about #Firefox’s #PPA experiment don’t actually understand what PPA is, what it does, and what Firefox is trying to accomplish with it, so an explainer 🧵 is in order.
Targeted advertising sucks. It is invasive and privacy-violating, it enables populations to be manipulated by bad actors in democracy-endangering ways, and it doesn’t actually sell products.
Nevertheless, commercial advertisers are addicted to the data they get from targeted advertising. They aren’t going to stop using it until someone convinces them there’s something else that will work better.
“Contextual advertising works better.” Yes, it does! But, again, advertisers are addicted to the data, and contextual advertising provides much less data, so they don’t trust it.
What PPA says is, “Suppose we give you anonymized, aggregated data about which of your ads on which sites resulted in sales or other significant commitments from users?” The data that the browser collects under PPA are sent to a third-party (in Firefox’s case, the third party is the same organization that runs Let’s Encrypt; does anybody think they’re not trustworthy?) and aggregated and anonymized there. Noise is introduced into the data to prevent de-anonymization.
This allows advertisers to “target” which sites they put their ads on. It doesn’t allow them to target individuals. In Days Of Yore, advertisers would do things like ask people to bring newspapers ads into the store or mention a certain phrase to get deals. These were for collecting conversion statistics on paper ads. Ditto for coupons. PPA is a way to do this online.
Is there a potential for abuse? Sure, which is why the data need to be aggregated and anonymized by a trusted third party. If at some point they discover they’re doing insufficient aggregation or anonymization, then they can fix that all in one place. And if the work they’re doing is transparent, as compared to the entirely opaque adtech industry, the entire internet can weigh in on any bugs in their algorithms.
Is this a utopia? No. Would it be better than what we have now? Indisputably. Is there a clear path right now to anything better? Not that I can see. We can keep fighting for something better while still accepting this as an improvement over what we have now.
What ever happened to micro transactions? Weren’t they supposed to be the way we compensated web producers? Instead we got ads.
The question is, how do we pay content creators? Nostr has a potential solution. In the last two months, their users “zapped” aka tipped nearly a million dollars ($950k) to content creators on their platform. And it doesn’t just make it easy to pay content creators, but to also put a portion of your “zaps” towards the relay you use or development of the software if you want. If you have a nostr account, you can easily tie it to a lightning address to send/receive tips, nostr doesn’t take a fee. Relays can also portion out a bit of their zaps for the people who publish the most engaging content on their relay. The possibilities are quite extensive. And because it’s over lightning, zaps happen instantly and for pennies or less in fees. And you could expand this infrastructure from just tweets to web browsing as well. In nostr, as you could in theory for the rest of the web, you can say “I want to donate $5 a month, split it up among all the posts I liked”. Though, you can use nostr without zaps at all.
For those unfamiliar with nostr, it’s a decentralized social media software much like ActivityPub/mastodon, the main use right now is as a twitter/instagram clone but there’s also a reddit-style section being built up as well. Moderation abilities from the perspective of the instance/relay are identical to activitypub/mastodon. But one bonus if that if your relay goes down, you don’t lose your identity, since your identity and relay are separate. And if you change apps or relays (you are typically connected to multiple relays), all your content moves with you seamlessly. And the payment/zap infrastructure is all decentralized, relays don’t ever custody or manage the payments. If you tip a content creator, it goes directly from you to them. The lightning network has basically limitless transaction capacity. If you have cash app, it supports lightning, so you can already send zaps (you will need different apps to receive zaps though because cash app doesn’t support the LNURL standard). Strike natively supports it. And because it’s lightning, it works in every country automatically.
Long-term, if I am a content creator, which “fedi”-type system is going to be attractive to me? One where users can send me tips and mircopayments or one where they can’t? This is why I think nostr is going to win out long-term over AP/Mastodon. Mastodon could add this kind of functionality but I don’t get the impression they’re open to it. People may not want to commit to yet another $5/month subscription to a YouTuber’s patreon or nebula or whatever, but they are happy to tip 1-10c after watching a video. So there’s a psychological beauty to micropayments as well. As some random person I have made like 7c on tips this month, but I’ve also given out plenty to other people.