FCC Proposal Means Two Speeds for Ads Online, Not Just Content
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The future of cable regulation could have serious consequences for the advertising industry. For many, “net neutrality” — making sure that all digital content is treated equally by cable companies — is a fundamental freedom that should be protected through regulation. On the other side, cable companies argue that bandwidth-hogging content from services like Netflix should pay a premium to ensure their content streams super-fast.
Let’s assume that the FCC’s May 2014 proposal to allow two-speed content is allowed to persist (they call it “paid prioritization”). Net neutrality will, in effect, be over. Some content will be delivered to consumers more slowly than they’d like, while paid content will sail through.
While the government, politicians, Silicon Valley, and of course the cable companies wrestle with the issue, we in the advertising industry should understand that our actions could imperil the future of net neutrality, even with the best of intentions.
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