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From YouTube: Web Monetization and the Future of Advertising - Briana Marbury, Interledger Foundation
Description
Current payment structures on the web are broken and unfair. 70% of digital ad spending go to two of the internet’s highest traffic platforms, which leave out a large population of developers and content creators from making a meaningful profit from their work. Until recently the web did not have native payment functionality built into its DNA, inefficient advertising business models were able to blossom and have continued to bloom. Fortunately, the introduction of Interledger has made it possible to disrupt and equalize existing payment structures. By enabling a web browser to stream micropayments, the Interledger has helped pave the way for Web Monetization, a proposed W3C standard. This presentation will focus on how Web Monetization can help ensure developers and creators are compensated for their work via an open, native, efficient, and automatic way to transfer money on the web.
A
A
Now,
we've
all
experienced
going
online
to
search
for
something
and
then
like
magic.
There's
that
same
something
you
search
for
showing
up
as
an
ad
on
the
next
platform
or
website.
You
visit
for
the
next
month
and
you're,
like
I
really
didn't,
have
any
intention
of
buying
those
socks
with
my
dog's
face
on
there.
A
I
just
wanted
to
look
at
what
it
would
look
like
online,
but
now
you
have
to
suffer
through
seeing
these
socks
on
every
site
and
platform
you
go
to
because
they're
trying
to
entice
you
to
buy
them,
but
studies
show
that
people
are
tired
of
invasive
ads,
which
is
the
reason
why
one
out
of
every
four
people
use
some
form
of
an
ad
blocker.
Now
then
there's
the
paywalls.
A
I
was
just
trying
to
read
an
article
on
a
site
that
shall
remain
nameless
and
hit
the
whole
message
of
you've
reached
your
article
limit
for
the
month
frustrated
I
rolled
my
eyes
and
exited
off
the
site.
In
fact,
that's
what
most
people
do
as
the
conversion
rate
for
pay
walls
is
very
low,
ranging
from
two
to
five
percent.
Depending
on
what
study
you're
referencing,
that's
it.
I
guess
something
is
better
than
nothing,
and
if
you
have
a
lot
of
traffic
on
your
site,
you
may
not
be
doing
so
bad,
but
two
to
five
percent.
A
Since
I
love
to
bake
and
experiment
with
your
recipes,
I
thoroughly
enjoy
your
website.
However,
in
efforts
to
mitigate
your
cost,
you
start
allowing
ads
on
your
site,
which
have
been
annoying
your
audience
mainly
me
and,
as
we
talked
before,
lots
of
people
are
implementing
ad
blockers.
Since
that's
not
exactly
producing
the
revenue,
you
were
hoping
for.
You
decide
to
go
a
step
further
and
implement
a
pay
wall
to
encourage
people
to
subscribe
to
your
site
and
again,
the
conversion
rate
is
very
small.
A
So
when
I
run
into
this
well,
I
don't
mind
supporting
you
and
your
ability
to
continue
making
creative
and
innovative
recipes.
I
draw
the
line
at
pay,
walls
and
decide
to
say,
forget
it
and
find
another
person,
that's
making
recipes
that
I
like,
if
this
way
of
monetizing
work
online,
is
so
bothersome
to
a
large
portion
people.
A
A
Actually,
when
the
internet
was
created,
it
was
always
intended
for
payments
to
be
a
native
part
of
the
infrastructure.
It
was
just
a
functionality
that
wasn't
utilized
until
now
and
the
way
the
business
model
of
the
web
is
currently
you're
paying
with
your
data
and
your
privacy
and
your
dating
your
privacy
is
big
business.
A
A
Web
monetization
is
a
proposed
w3c
standard,
that's
built
on
the
interledger
protocol,
which
is
an
open
source
payments
network,
meaning
anyone
has
access
to
the
code
and
can
build
on
it.
One
of
the
coolest
features
of
the
protocol,
in
my
opinion,
is
that
it
has
the
ability
to
move
very
small
packets
of
currency
across
the
web,
which
can
be
as
small
as
a
fraction
of
a
cent.
A
These
small
packets,
known
as
micropayments,
are
able
to
be
continuously
streamed
from
one
person
or
entities
account
to
another,
and
it's
all
done
seamlessly
behind
the
scenes.
So
there's
no
interruption
in
user
experience
instead
of
running
into
paywalls
and
clicking
off
of
pop-ups
to
actually
get
to
the
content
you're
trying
to
view
you
get
direct
access,
easy
and
simple
right
to
see
how
this
works
in
the
real
world.
Let's
go
back
to
the
example
of
where
you're
a
cupcake
blogger.
A
If
your
site
was
web
monetized,
instead
of
having
ads
and
a
paywall,
I
would
be
able
to
seamlessly
peruse
all
the
cupcakes
recipes.
My
heart
desires,
while
still
supporting
you
and
your
efforts
to
spread
joy
by
way
of
sugary,
goodness
and
every
second.
I
spend
on
your
site
you're,
getting
micropayments
stream
to
your
account
and
the
more
traffic
there
is
to
the
site.
But
you
have
traffic,
because
I've
told
all
of
my
friends
about
your
recipes.
A
One
thing
I'd
like
to
point
out
is
that
this
isn't
an
all
or
nothing
deal,
we're
all
about
choice
here
and
if
you
still
want
to
maintain
ads
and
pay
walls
on
your
site,
you're
absolutely
free
to
do
so.
You
can
just
add
web
monetization
as
an
additional
revenue
option,
and
while
you
don't
have
to
you,
can
include
special
perks
for
web
monetize
users
such
as
an
extra
special
recipe
every
week
do
whatever
is
best
for
you
and
your
business.
A
A
A
A
The
ecosystem
is
growing
day
by
day,
and
here
are
the
browsers
you
can
use
with
coil.
For
your
seamless
experience,
the
puma
browser
is
currently
the
only
one
with
web
monetization
built
in
natively,
so
you
can
sleep
at
night.
Rest
assured
that
your
information
isn't
being
collected
and
sold
to
the
highest
bidder.
A
As
I
said,
this
community
is
growing
and
here's
just
an
example
of
some
of
the
sites
using
web
monetization
if
you're
a
photographer
and
use
imager
well,
that
site
is
web
monetized.
Now
cinnamon
is
a
web
monetized
video
platform
similar
to
youtube,
but
with
each
video
you
post,
you
can
get
micropayments
streamed
when
viewers
consume
your
material
material
and
if
you
have
a
website
you're
hosting,
you
should
join
us
in
this
movement.
We'd
love
to
have
you
as
a
part
of
the
community,
speaking
of
community
and
expanding
the
ecosystem.
A
Here
at
the
interledger
foundation,
we
are
the
home
of
the
grant
for
the
web
program,
which
is
a
collaboration
between
the
mozilla
foundation,
creative
commons
and
coil.
It's
a
100
million
dollar
fund
to
get
the
word
out
about
web
monetization
and
we're
all
about
promoting
inclusivity
and
innovation.
A
We
want
to
talk
to
the
creators,
the
developers
you
anyone
who's
interested
in
helping
to
contribute
to
the
open
web,
so
be
on
the
lookout
for
our
open
call
for
proposals
and
we're
always
all
ears.
If
you
have
an
amazing
idea
as
well
that
you
just
want
to
share
with
us
and
if
you're
like,
but
we
want
more
ways
to
get
involved.
We
got
you
join
the
web.
Monetization
community
join
us
at
the
interledger
foundation
as
a
member
and
stay
up
to
date
on
what
we're
up
to
and
join
our
select
channel.