出版与作家生涯2018blogs.harvard.edu
网络出版即将面临的麻烦
Problems coming for online publishing
导读
这篇文章讨论在线出版业正面临的问题：广告追踪不断侵蚀读者隐私，作者呼吁建立一套不依赖追踪的出版规范。对写作者来说值得一读，因为它涉及内容与读者之间的信任关系，也涉及商业模式如何反过来影响写作伦理。
可以直接用的写作要点
- 01
论证前先分清对象：不同平台的商业模式和追踪程度差别很大，不要用“不付费你就是产品”这类口号一概而论。
- 02
用具体数据和案例（如订阅收入占比、剑桥分析事件）支撑判断，比抽象指责更有说服力。
- 03
把读者当作“第一方”来构思内容与条款，写作和出版才可能建立长期信任。
- 04
对行业流行说法保持怀疑，用自己的实测经验（比如广告投放效果）来检验结论。
HN 评论精选
反驳原文论证：新闻与商业分离、NYT靠订阅、追踪程度远不及Facebook，不能一概而论。
这种论证相当站不住脚。(a)《纽约时报》的新闻编辑室与决定网站广告技术的商业部门分得很开；《大西洋月刊》的记者甚至公开撰文指出自己文章页面上的第三方追踪器，说明记者可以反对雇主的商业利益而不被解雇。(b)Facebook与通用广告技术有一大区别：NYT不要求你注册，换设备或删cookie后定向就从零开始，换账号也很容易。(c)广告追踪只知道我访问了哪些网站，Facebook却知道我在2005年参加过哪些裸体派对。(d)NYT如今以订阅收入为主，订阅与广告的比例已接近75/25，“不付费你就是产品”这种老话已经过时。
IAmEveryone查看英文原文
This is a rather asinine line of argumentation. (a) The New York Time's newsroom and editorial staff are rather well-separated from their business department which makes decision about ad tech on their website. If you don't believe me, see this paragraph from a recent article at The Atlantic, which operates by the same principle: As you read this article on The Atlantic, roughly three dozen ad trackers are watching you, adding your interest in this story to profiles they maintain on your online behavior. (If you want to know more about who’s watching you, download Ghostery, a browser extension that tracks and can block these “third-party” trackers.)[0] That's a reporter arguing against the financial interests of his employer. And they are not going to fire him. (b) There's one big difference between Facebook and generic advertising technology: the New York Times doesn't require you to sign up. Every time you change devices or delete cookies, the ad targeting starts from a blank slate. And while some websites try to get you to sign up, it's trivially easy to switch to a new account every once in a while. (c) Ad tracking knows which websites I visit. Facebook knows which nude parties I attended in 2005 (d) The New York Times has actually turned to subscription revenue as its main source of income. While the split used to be 50/50, it is not much closer to 75/25 (subscriptions/ads). The "if you're not paying, you're the product..." cliché is getting tired anyway. But its premise simply doesn't apply to the New York Times. [0]: https://www.theatlantic.com/technology/archive/2018/03/data-misuse-bigger-than-facebook/556310/
作者回应：呼吁建立不追踪的出版规范，让读者成为法律上的“第一方”。
我已经多次更新那篇文章以澄清观点，你可以再看一遍。它呼吁的是摸索出一套不涉及追踪的出版规范，这正是我在担任主编的《Linux Journal》开始做的事。我们将首次同意读者的条款，而不是反过来：法律上读者是第一方，Linux Journal是第二方。我在《帮我们治愈在线出版对个人数据的依赖》一文中解释了做法；如果你愿意帮忙，请联系我，或4月2日到计算机历史博物馆参加活动。
docsearls查看英文原文
I've updated that piece several times to clarify things, so you might check it again. What it's a call for is hacking our way to publishing norms that don't involve tracking. And that's what we're starting to do at Linux Journal, where I'm editor-in-chief. For the first time anywhere, we'll be agreeing to readers' terms, rather than the reverse. In legal terms, the reader will be the first party and Linux Journal will be the second party. I explain how we're approaching this in "Help Us Cure Online Publishing of Its Addiction to Personal Data": http://www.linuxjournal.com/content/help-us-cure-online-publishing-its-addiction-personal-data The barn we’re raising is for all of publishing, but we’re short-handed. So, if you're interested in helping, let me know (doc at linuxjournal dot com). Or show up on 2 April at the Computer History Museum: https://www.eventbrite.com/e/vrm-day-2018a-tickets-43870689413 . Thanks!
对比广告技术与剑桥分析，说明数据被滥用的危害远超普通定向广告。
把新闻网站用的广告技术与剑桥分析所做的事对比一下。1.广告技术：浏览时我的兴趣被归入基本兴趣群、人口统计数据和最近访问的网站，结果我可能看到网球拍、本地银行或DigitalOcean的广告。2.剑桥分析用的Facebook平台：我装了一个心理测试应用并授权访问数据，共和党竞选团队由此也能拿到我祖母的账号、照片、点赞和评论，用来摸清她最深的恐惧；他们雇人做假新闻网站，让宣传故事出现在她的信息流里，看上去和本地体育新闻一样可信。结果是：圣诞节我回家得安抚她，希拉里·克林顿并没有在披萨店地下室经营晚期堕胎诊所，可她不信我。
SolarUpNote查看英文原文
Compare ad tech that news websites use to what Cambridge Analytica did. 1. Ad tech: As I browse, my interests are accumulated into basic interest groups, demographic data, and maybe recently visited websites that use tracking. The result: when I visit a news website, I might see an ad for tennis racquets (because of interest), or a local bank (because of location), or DigitalOcean hosting, because I recently visited that site. 2. Facebook's platform, used by Cambridge Analytica: I install a Facebook psychological quiz app (supposedly from the prestigious Cambridge university), and give it permission to access my data. Through that, Republican campaigns also access my grandmother's account, with all of her photos, likes, and comments. They use that data to learn her deepest fears. They hire designers and writers to create fake news websites, and get their propaganda stories to appear in her Facebook news feed, where they appear to be legitimate right next to the news about the local sports team. The result: when I visit for Christmas, I have to try to calm her down, that Hillary Clinton isn't actually running a late term abortion clinic out of a pizza parlor. And she won't believe me.
质疑在线广告实效，现身说法：免费开源库比广告更能获客。
尽管有各种追踪和画像，我对在线广告的效果相当怀疑。谷歌和Facebook利润丰厚，可用户也越来越会避开广告，这里有点对不上；点击的有效性又很不透明，平台方不难做手脚。我为自己的应用投在线广告收效甚微，真正有效获客的反而是免费发布一个JS库。
osrec查看英文原文
I am rather skeptical of the effectiveness of online advertising, despite all the tracking and profiling. I see companies like Google and Facebook post bumper profits, yet I see users becoming smarter at avoiding ads. Something doesn't quite add up, and because the validity of clicks is shrouded in mystery, it's not difficult for the platform owners to play dirty. I have had very little success with online ads for my app (https://usebx.com/app), yet what worked really well for acquiring users was releasing a JS library for free (https://osrec.github.io/currencyFormatter.js/)
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