Webwise is introducing a new service, allowing internet users to replace any ads displayed on a site with Webwise's ads instead.
Nice concept - it is pretty much impossible to compete with Google directly, trying to convince publishers to replace google adsense with your own ads. Google adsense pays too well, and publishers are not likely to switch.
But..we don't need to ask the publishers! if one controls the ISPs, one controls what is displayed on the screen of any Internet users. This is how China for instance ensures that no controversial information about Tibet or any other sensitive topic is available to chinese internet users. And that is how Webwise intends to replace Google adsense (or other ads) with their own ads...
I frankly don't like it. It's only fair to try to compete with the online advertising giants using any weapons available. But in these case:
1) There is a lot of possible confusion between the two services they offer (safe web browsing, and ads replacement)
2) It will have a direct impact on publishers revenue: when they replace an advert on a site with their own advert, they don't pay the website's owner a single penny!
There is probably a lot to say about these types of practices, using ISPs in this case to replace content, or in other case to track browsing data for instance.
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