Last year I spent some time with friends brainstorming an ‘advertising service’ that would be focused around providing simple tools to help people replace all those web ads with ‘ads’ or announcements / art / news / other content from socially and environmentally responsible small businesses, left printing collectives, worker-run cooperatives, or whatever you’d like to imagine. We even put in a draft proposal to the Knight News Challenge, and called it SOCRATES (SOCially Responsible AdverTisemEnt Service) as a code word. Made it past the first round, but then rejected. Anyway, the other day I came across this potentially interesting project to break open the online advertising model:

I signed up for a beta tester account, but haven’t received anything from them yet. Is it just vaporware? I hope not. It would be pretty amazing if this kind of thing blew up, and suddenly the whole model of monetizing user eyeballs collapsed in a whirl of participatory ad making, selling, and buying. Especially if the mindshare gets captured by someone who uses it to push green, labor friendly, sustainable production and consumption…
I can dream, can’t I?
Anyway what follows is our SOCRATES idea from last year. Enjoy.
Socially Responsible Advertising Service (SOCRATES) “Don’t Just Don’t be Evil. Be Good.”
WHAT IS IT?
SOCRATES is a web based advertising service designed to connect socially and environmentally responsible, local, and small to medium enterprises (SMEs) with web administrators and web audiences that care about supporting such firms. In the process, a portion of the advertising revenue is used to support monitoring those firms that want to be listed as socially or environmentally responsible.
In the long run, SOCRATES will help web users avoid ads they don’t want and receive information they do want, help web administrators monetize their content by supporting socially responsible and local firms, help socially responsible firms reach customers, and help support the monitoring of firms for compliance with labor standards, environmental impact, and other criteria of social responsibility.
In the initial demo stage, SOCRATES will focus on developing a working model that lets socially conscious web administrators easily monetize their content by placing ads for socially responsible, local SMEs. Next, SOCRATES will release a Firefox plugin that allows web users to participate directly via ad replacement, as well as through publishing shared whitelists and blacklists. In the future, SOCRATES can expand to place ads across media platforms. Of course, SOCRATES will be built on Free/Open Source Software, and all software development for the project will be released back into the FOSS community.
WHY WOULD I USE IT?
- Website manager: With SOCRATES, you no longer have to choose between running ads from any old climate destroyer, sweatshop manufacturer, or corrupt contractor, or running no ads at all. You can easily limit the ads on your site to those from socially responsible firms, or to local small and medium enterprises, and you get to select the criteria.
- Socially responsible firm or Small to Medium Enterprise: With SOCRATES, you gain trusted access to customers who care that you’re a socially responsible firm or a local business - and as awareness of the impacts that non socially responsible business models have had on our world grows, this group of people is rapidly growing.
- Web surfer: With SOCRATES Firefox plugin, you will only have to look at ads from socially responsible firms, or local, small to medium businesses. Plus, you get to choose your own criteria for social responsibility. Select between ‘whitelist’ or ‘blacklist’ mode, and choose from lists provided by Socially Responsible Investment firms, trusted monitoring organizations, or user-generated lists. Feel strongly about a particular issue? Participate in making and maintaining shared lists with others. Plus, if lots of people subscribe to your list, you get a share of the ad revenue.
- Socially responsible investment firm: The companies you invest in get more visibility and do better. You might become a partner or participate by actively contributing to the lists of firms that do/don’t meet your investment criteria.
- Corporate monitoring organization: The work you do gets put to use in a new way, and if you are interested, a mass base of SOCRATES users can help be your eyes and ears. You participate by contributing to lists of firms that do/don’t meet your criteria, and if you become a partner you will get a cut of the ad revenue to help you do the valuable monitoring work that you do.
- Advertising agency: If you work with a client that wants to reach people who care about social responsibility, or with a small to medium, local enterprise, then you want their ads placed by SOCRATES. Your ad, and your client, will gain trusted access to customers who care. What’s more, this customer base has shown that they are willing to pay a premium for goods and services that are produced and distributed in local and/or socially responsible ways.
HOW DOES IT WORK? Basically, there are two approaches that the users can select between:
- Whitelist approach (”Do Good”): A whitelist is used to to serve ads only from firms that meet user-specified criteria. There is a default SOCRATES whitelist, or users can select whitelists maintained by trusted organizations in different fields (environment, labor, militarism, gender equality, etc). Users can also select user-generated lists, or create their own list. User interaction is via a SOCRATES browser plugin. The whitelist is used to replace all the ads that the user sees. For web admins, the interface is via a website where they set up an account, choose ad criteria, and receive code to place on their site. Example: “I only want ads from firms that meet the environmental and labor standards that allow them to be included in Parnassus [a socially responsible investment firm] holdings,” or, “I only want ads from Fair Trade firms, as verified by [some monitoring organization]“, or, “I only want ads from worker-owned cooperatives.”
- Blacklist approach (”Do No Evil”): A blacklist is used to block/replace ads from specific firms. There is a default SOCRATES blacklist, or users can select blacklists maintained by trusted organizations in different fields (environment, labor, militarism, gender equality, etc). Users can also select user-generated lists, or create their own list. Example: Web admin: “I don’t want any ads from Blackwater on my site.” User: “I don’t want to see ads from Blackwater when I’m browsing.” Admin/User selects a blacklist maintained by a monitoring organization that they trust, and/or develop their own or shared blacklist. Ideally, user-generated blacklists are produced simply by turning on a SOCRATES browser plugin, then simply clicking on ads that should be removed (with an option to enter tags to add metadata to the ad). Depending on user preferences, ads can either be blocked, or (more interesting), replaced with ads for an organization or firm that works counter to the blocked firm. Example: replace military contractor banners with avaaz.org banners. Or replace Exploitative Shoe Company A ads with ads for a sweat-free shoe label.
Can this be done? I don’t believe it’s possible!
It’s not rocket science, technically. The easy part is setting up the banner ad service for socially responsible firms to place ads on sites with socially conscious admins. It’s more difficult to do context-sensitive
placement a la AdSense, but in the long run this will be possible by using some of the ad revenues to support an open-source contextual algorithm. As for the ad replacement part, there are already working, open source models, for example check out http://www.addart.eyebeam.org and greasemonkey: https://addons.mozilla.org/en-US/firefox/addon/748. For an existing experiment in matching advertisers with bloggers who choose to run their ads, check out Ad Butterfly: http://www.adbutterfly.com.
HOW TO MAKE IT HAPPEN
This is a very ambitious project, but it can be done by breaking its development down into simpler steps.
The first stage is to develop a workplan, assemble the team, and do demo design that focuses on web administrators and socially responsible SMEs. In this first stage, we will develop a system that allows web admins to easily sign up, and paste code into their site that will place ads from an initial group of ‘whitelist’ firms. We should be able to develop a working demo within the first year, and this is the stage that we are asking Knight to fund.
In the second stage, once we have a working system, we begin to roll out SOCRATES, reaching out to likely firms and web administrators, and adding functionality that lets admins select between whitelists maintained by different organizations.
In the third stage, we will release the Firefox plugin that will allow web audiences to use the ad replacement function, and if they desire, to participate in whitelist or blacklist maintenance.
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