How Advertisers Could Be Hurt if Net Neutrality Dies
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Net neutrality often remains relegated to conversations among policy wonks and lawyers. However, advertising and media execs have a stake in its fate. A rollback in net neutrality — essentially the rules preventing internet providers from slowing digital content or charging for preferential treatment — could be costly.
And yet last week, the Federal Communications Commission voted to do just that: The agency has officially begun to unravel Obama-era regulations on internet service providers in a move toward repealing net neutrality regulations.
If put into effect, the array of targetable consumer audiences scattered across smaller websites could diminish. Brands with any type of content, from ecommerce sites to brand microsites, could be asked to cough up payments to telcos to enable the quick access to their content they take for granted today. Digital ads could take longer to load.
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