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Tue Mar 12 2019 09:10:37

Amazon Wants to Place Ads in Your EBooks and Videos

By: Ina Steiner

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Part of the attraction of online advertising is that you can change the ads anytime, including the content of the ads and the advertisers, and you can make them contextual. So far that kind of advertising has escaped digital content like ebooks and streaming shows and movies, but a patent from Amazon indicates that may change.

"Content developers, producers, publishers, distributors and the like seek to generate revenue from content items. Revenue can be generated by charging for consumption of content items such as by selling a music album or a book. Revenue can also be generated by charging advertisers to place advertisements in content items. Broadcast television is one example of generating revenue through advertisements. A combination of advertisements and payment by consumers, such as in a newspaper or cable television, is also possible. 

"With the spread of personal computers and the Internet, many different types of content items are now available as digital content items. Digital content items may be more malleable than analog content items, allowing for greater flexibility in inserting advertisements or other additional content."

Amazon is strategic in considering ad placement in digital content:

"For example, an advertisement may be placed shortly before or shortly after a climactic moment in a movie. At this point, the consumers are likely to be highly interested in the movie and more willing to endure an advertisement without abandoning consumption of the movie. 

"Similarly, advertisements may be placed in a temporal flow of a digital item before revelation of a significant plot element. For example, an advertisement may be inserted into a murder-mystery eBook before the page that reveals the identity of the killer."

It gets weirder. The patent talks about placing deleted scenes or alternate scenes in movies depending on the user's learned preferences.

And it may seek to manipulate ad placement if it sees you're multitasking while watching a movie: "For example, if the consumer starts to interact with a different web page while watching a streaming video that interaction may be interpreted as indicating that the consumer has lost interest or is having a negative response to a particular portion of the video. If this and other types of negative responses tend to correlate with advertisements, various manipulations of advertisement placement may be attempted to minimize the negative responses. "

Amazon also sees the possibility of enticing consumers to trade privacy for convenience: "Consumer authorization is received before collecting data about consumption behavior in order to protect privacy and allow consumers to control how much information is shared. Consumers may be motivated to share this information in order to benefit by receiving advertisements placed in locations that are least objectionable."

And it wants to track user behavior to create user profiles: "All of the positive and negative user feedback gained through both observation and explicit feedback from the consumer may be aggregated as part of a profile for the consumer. The feedback may also be aggregated for a given digital item across multiple consumers to identify which locations consumers as a group tend to prefer or dislike advertisements."

Because Amazon is considering tailoring ads and ad placement based on numerous factors, the conversation around the water cooler about a "cool" or interesting ad in the latest blockbuster or bestseller may change as each person has a different experience.

It's not as though advertisers haven't always tried to exploit consumer behavior, but how Amazon is considering the use of technology in serving ads in digital content makes it seem a bit creepier.

The possibilities for brands and retailers is intriguing (watch out Google) - imagine being able to advertise a red dress similar to the one a character is wearing in a movie? 



Comments (6) | Permalink

Readers Comments

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by: mcposty This user has validated their user name.

Tue Mar 12 11:53:40 2019

If I can watch said movies and read said books free, then I don't mind ads. However, they do not belong in any digital item that I have purchased and will never purchase another book from them if its full of ads.

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by: mcposty This user has validated their user name.

Tue Mar 12 11:56:17 2019

One last thing, its very messed up to say " we ARE going to place ads in annoying places and if you don't want them in annoying places, gives us permission to track everything you do."

This type of shake down needs to be looked at closely. I'm super glad Amazon is getting scrutinized because look at how evil they are right here.

Perminate Link for Amazon Wants to Place Ads in Your EBooks and Videos   Amazon Wants to Place Ads in Your EBooks and Videos

This user has validated their user name. by: Rexford

Wed Mar 13 06:22:47 2019

"but how Amazon is considering the use of technology in serving ads in digital content makes it seem a bit creepier."

Creepier than Alexa?  I still can't fathom how anyone would own that device.

I use Chrome ad block plus.  I often go to view articles online and sometimes I see "we noticed that you are using adblocker. Please unblock adblocker to view this article."    I back right out and leave the site.  I don't want to see these ads plastered over everything that I view.

If Amazon is looking at this it means that it is nothing more than an additional revenue generator.  I feel pretty sure that the management at eBay ears just perked up.  It's kind of sad that one wouldn't be able to curl up with a good ebook in attempt to escape and then have to deal with advertising nonsense.

Perminate Link for Amazon Wants to Place Ads in Your EBooks and Videos   Amazon Wants to Place Ads in Your EBooks and Videos

by: Snapped This user has validated their user name.

Wed Mar 13 13:09:51 2019

''''Consumers may be motivated to share this information in order to benefit by receiving advertisements placed in locations that are least objectionable.''''

Is this a spoonful of sugar to debitter the medicine, or akin to the bullet you pay for that kills you?

Arrogant Dunderheads.  They, right there, clearly recognize how much intrusive ads are ''objectionable''.   And why, might they suppose, have so many consumers flocked to eMedia content?  Intrusive ad avoidance.  

Perhaps they get that of course, but are betting the average dude/ette finds the 'convenience' of it all too much to boycot just to make a point about please shove those ads back up your own server's output ports thank you.

What's next - charging a premium on e-content to render it ad free?   Oh...sorry...

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by: Chicago48 This user has validated their user name.

Thu Mar 14 01:50:51 2019

Remember when cable was ad-free?  Didn't last long, did it?  The same will happen with Streaming movies ebooks and music, no longer ad-free.  I agree with Warren, AMZ needs to be broken up..  How much longer is America going to put up with AMZ nonsense?

Perminate Link for Amazon Wants to Place Ads in Your EBooks and Videos   Amazon Wants to Place Ads in Your EBooks and Videos

by: cvsharkey This user has validated their user name.

Thu Mar 14 09:18:32 2019

I'm in agreement with paid content vs free content. ONLY. I'm a KindleUnlimited & Prime Amazon member. IF in paying for these services, I end up having to deal with advertisements.....I quit.  The last thing I want while reading a book is to be interrupted.



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