Interviews with Digital Media Thought Leaders

Tracking Your Content Across the Web (Part 2 of 2)

Podcast Video | Posted by Phil Leigh on January 29, 2008

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Summary: If you would like to learn about a service that can fingerprint and track your content across the Web, this interview is for you.  (Part 2 of 2).

Our guest today is Jim Brock who is the CEO of Attributor. His company is an Applications Service Provider (ASP) that can fingerprint your content and track its usage across the Web. Attributor constantly scans billions of Web pages to find copies of your work wherever it is displayed.In part two of this two-part interview Attributor’s CEO provides a couple of case studies of popular content that has been distributed across the Web without providing optimal recognition for the originator.
 
In the case of celebrity photos, for example, Attributor discovered that the top ten websites displaying each of the (selected) photos were not the originating websites. That means that the content creator is getting much less attributed exposure than websites that are merely re-posting the photos to their own visitors.
 
We conclude with a question an answer session. I ask the questions that occurred to me during the guest’s PowerPoint presentation and follow the threads.
 
Phil’s Take. Increasingly content providers are discovering that the entire Web should be our target platform. Restricting our work-product to our own websites will fail to get maximum exposure. Presently, many of us are focused on optimizing distribution. However, we’re ultimately going to want to insure that the content gets attributed to us as the creators instead of another external website that may choose to re-post it. In short, Inside Digital Media is not ready for Attributor, but big media companies may be.

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