By Brian Kahin, Hal R. Varian
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Additional resources for Internet Publishing and Beyond: The Economics of Digital Information and Intellectual Property
By copyright, trade secret, or other intellectual property law is bogus. ) Other hitherto untested legal theories may, however, prove more plausible. A claim that metasites were somehow damaging E-bay by overloading its servers, or a claim based on some kind of trespass, might find more support. Whether meta auction sites do burden searchees’ servers is itself a difficult factual issue. To the extent that many people who are not interested in bidding see the data on the meta-site, the load on Ebay is reduced.
In contrast, the Web presents a “nightmare buy” for agencies and their clients. For example, Focalink’s 1996 database of over 600 commercial Web sites (Focalink 1996) showed that there are more than 90 sizes for Web advertisement banners, that sites use many different metrics to price advertising, that there is no consistency in definitions even among the same or similar metrics, and that consumer demographic information is virtually nonexistent. In the two years that followed, the situation only increased in complexity as new advertising forms such as so-called rich media (involving, for example, streaming video or Java applets), animated banners, and other interactive banner ads evolved from static banner ads.
A shop-bot may solve the consumer’s problem of price, but it will not tell him about an existing product of which he is unaware. Similarly, CDNow may reconfigure its store to fit customer profiles, but without some external source of information about customers, this takes time and requires repeat visitors. Indeed, it requires that customers come in through the front door: All the reconfiguration in the world will not help CDNow or E-bay if customers are unaware that they would enjoy its products, or if the customers’ only relationship with CDNow is via a shop-bot or a meta-site.
Internet Publishing and Beyond: The Economics of Digital Information and Intellectual Property by Brian Kahin, Hal R. Varian