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You are here: Home / 2008 / Archives for June 2008

Archives for June 2008

Sarah Worsham / Jun 17, 2008

Your Customers May Soon Be Voting On Your Ads

A growing number of marketers are taking their chances with having their ads rated, and possibly banished, on social networks and community-oriented Web services that have grown popular by inviting users to rate what they see. – This Ad Stinks: Let Readers Vote – Business Week

Websites and social networks which allow their readers to vote on advertisements may provide you valuable feedback for your marketing campaigns. However, they may also humiliate your company on a public stage. Learning how ratings work on a site/network and whether there is any chance for removal are key to understanding the risks involved in being involved on these sites.

Aaron Worsham / Jun 16, 2008

Oauth and OpenID – Trust is in Vogue

Without knowing it, my father has skillfully summed up a crisis we are facing online. ‘I have too many $#@%ing passwords’ he told me the other day ‘Just email them to me’. We had just uploaded our latest series of pictures starring his granddaughter. ‘Dad, its real easy. All you need to do is get a Flickr account. Tell me the account name and I’ll share my pictures with the account. Then you can login and look at them online’ I said as if I had just solved all of his problems. But, as I mentioned earlier, he has too many passwords. Too many accounts to remember. Too many places that want the same pieces of personal information over and over again. When he visits he brings his own camera.

The issue is one of those big, nasty problems that would have been solved already had their been an obvious solution. In the internet’s infancy the World Wide Web was just that, a web of interconnected, hypertexted documents. Plain old text-heavy Web Pages which were free to any browser who could connect and request them. Back then, who you were was a very uninteresting question to ask. Web sites didn’t care much what your username was or what street you live on or what your phone number is or who’s in your address book. It is back in this era that the Authentication and State models were developed for the simplest of cases where a sensitive document may have a basic password protecting it. This is years before online Shopping Carts, Home Banking, Corporate Intranets, Web Applications and Social Networks. We are today banging our heads against the limitations of past decisions.

Over time sites started implementing “login” methods as a way to validate users. They all asked the same personal information because no independent website talked with any other. Programmers typically call this a ‘Share Nothing’ approach. As more and more and more and more websites became important in our lives, this share nothing attitude was cause for a growing concern. Your information was being used as currency upon which you were granted services online, grossly inflating the chances of that information becoming misused or abused. Online user accounts were completely disjointed from your actual identity, to where on different sites you may be referred to as “aaronworsham” or “worshama” or “aaronw” or “IndyMusicFan56” or “MgoBlue1997” depending solely on what name was free and available at the time. Worse yet, many sites are using your email address for a username, forcing most of us to setup dummy accounts that we must now maintain for password reset requests.

So what is to be done about this? Scary as it may sound, we need to pull away from our “Share Nothing” architecture and start interconnecting these web services. What if my Father had an account at Google for his mail. If Yahoo trusted Google, it could ask Google to “log in” my father so that he could get into the Yahoo owned Flickr site and see his granddaughters pictures. His personal information, including his password, would be housed on Google only. The identity he uses to login could be his Google account or can be related back to his personal blog account or his personal domain name. His identity would remain static. This is the basic idea behind OpenID

The OpenID initiative was started by Brad Fitzpatrick of LiveJournal as a way to start distributing trust relationships for sites like his. In theory it works when one company agrees to be a provider and many companies trust that provider for their authentication. To date many more companies are agreeing to be providers of OpenID than sites willing to trust them. This is still early on, so I feel that this will change over time as more sites start out with the decision that their users do not want yet another place to store their personal information.

Authentication usually has a “on or off” connotation. You are either allowed in or you are not. That need not be the case. Taking the idea of trust relationships further, we imagine using the OpenId model to ask for permission to use services on another site. Take, for example, My father logged into Flickr through his Google OpenID. Now Flickr wants to email out a picture to each of his friends on his email address book. My dad could put all those email addresses into Flickr, but he wouldn’t like it. What if Flickr could use the OpenID trust relationship to ask Google to share dad’s address book. As long as Dad was prompted to provide his password, Flickr itself could be granted limited authorization into google to use dad’s Gmail address book. This is the idea behind OAuth.

The OAuth was a group project between the main engineer at Twitter and some engineers in the OpenID community. The official OAuth site has a good analogy to help get the concepts behind limited system authentication straight

Many luxury cars today come with a valet key. It is a special key you give the parking attendant and unlike your regular key, will not allow the car to drive more than a mile or two. Some valet keys will not open the trunk, while others will block access to your onboard cell phone address book. Regardless of what restrictions the valet key imposes, the idea is very clever. You give someone limited access to your car with a special key, while using your regular key to unlock everything.

These concepts of OpenID and OAuth are even easier to apply to closely controlled interconnected systems like within a company. Sure, most companies have standardized on an LDAP solution by now, but as more applications become web-enabled, it becomes advantageous to consider supporting the standards that the web is using on the outside. Once you try interconnecting your internal applications with outside, 3rd party systems that do not have access to your LDAP repository, you will want that trust relationship model OpenID and OAuth brings.

Technorati Tags: OpenID, OAuth, authentication

Sarah Worsham / Jun 12, 2008

Text Ads – Advantages & Disadvantages

Text ads come in several different forms, including link ads, contextual ads, pay-per-click and online directories. These ads have several advantages & disadvantages to consider before purchasing them to promote your website, products or services.

Advantages

  • Cheap – Since these ads are just text they are usually the cheapest type of online advertising you can purchase.
  • Search Engine Friendly – These ads are often are embedded right in the webpage which gives search engine ranking to your site. This is not always the case and many websites will demand that these ads go into their ad serving systems for tracking and security reasons.
  • Attention – Since they are only text, these ads are less annoying to readers, so they are actually more likely to read and click on them, especially contextual ads. Readers are less likely to classify them as ads which need to be ignored.
  • Easy – Creating a text ad is as easy as thinking of the text. Creating engaging text within the character limits can be a bit more challenging.

Disadvantage

  • Limited – Most text ads have character limits which restrict the amount of information you can convey. Text ads by their very technology convey less information than rich media ads and some display ads.
  • Little Information – Information collected about text ads is usually limited to impressions, clicks and possibly some information about who clicked on the ad (if the site has registration tied to their ad serving – more on analytics in a future post).
  • Not Accepted – Some websites do not accept text ads since they can demand higher rates for display ads.

If you’re new to advertising, text ads are a great place to start for ease-of-use and budget.

Technorati Tags: advertising, ads, text ads, online advertising

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About Sazbean


Sarah Worsham (Sazbean) is a Webgrrl = Solution Architect + Product Management (Computer Engineer * Geek * Digital Strategist)^MBA. All views are her own.

Business + Technical Product Management

My sweet spot is at the intersection between technology and business. I love to manage and develop products, market them, and deep dive into technical issues when needed. Leveraging strategic and creative thinking to problem solving is when I thrive. I have developed and marketed products for a variety of industries and companies, including manufacturing, eCommerce, retail, software, publishing, media, law, accounting, medical, construction, & marketing.

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