Broadcasting your clickstream--a record of the Web sites you've visited--used to be considered a privacy violation. Now, some companies are trying to turn such broadcasts into just another way to squeeze value from what seems to be one of our most precious assets: the things we pay attention to.
I came across a service called AttenTV last week at a tech meetup and was both repulsed and fascinated by what founder Seth Goldstein had created. AttenTV offers people a visual depiction of the Web sites that others are clicking on, with the expectation that the browsing habits of those individuals will be interesting enough to watch, and even spur the "watchers" to check out some of the same sites.
"It's more than just spitting out URLs" Goldstein said in a phone interview. "It's (about) how you can present and translate that as entertaining."
After all, personal information that once was considered private is already ubiquitously displayed for the entertainment of others. Blogging about deeply intimate details, posting personal photos, or even attaching a camera to your head 24 hours a day are all the norm in the world of Web 2.0. Soon, showing the world all the Web sites we're looking at may seem routine as well.
AttenTV is still in its trial stage, but anyone can sign up for one or both parts of the service. One of its features is a download of a Firefox browser plug-in, called the Attention Recorder, which monitors your clicks. I skipped that part. The more interesting aspect, I think, is the client download, called Attentron, which enables you to watch what others have been watching. A bit creepy, right? Sure, but I still had to take a look.
Once downloaded, Attentron is pretty straightforward and easy to use. The application's viewer window provides a pop-out list of "sources," or channels of users. When a channel is selected, we can watch the clicking habits of a person, identified by his or her selected user name. Double-clicking a channel displays the sites a person has browsed, along with a time stamp for each. A revolving cube turns every few seconds to creatively display the home page of each site visited.
It's not exactly like sitting next to someone while they surf the Web, and nothing behind password-protected pages will be shown. (For instance, Attentron will display the Gmail or Bank of America home pages, but not e-mails or online bank records).
AttenTV broadcasters cannot specify who can or can't see their clickstreams, but they can choose when they broadcast their activities and when they don't. The broadcaster can also block specific sites from being broadcast--so it's less likely we'll see unsavory sites popping up on the AttenTV viewer.
But how entertaining is this really? Do I care that "HamletK" read Techmeme, CNN Money, Aggregate Knowledge and GigaOM on the night of April 10? Or that "KyleTalbott" was cruising BrooklynProperties.com Thursday morning? Not at all. But marketers might.
HamletK obviously is interested in technology and financial news, and KyleTalbott is apparently apartment hunting. And one of the ideas behind broadcasting your clickstream is to enable you to get the things you want more easily--via, perhaps, better-targeted advertising or Web site visits that are tailored based on your Web usage habits.
"It's about controlling your publicity, not restricting your privacy," Goldstein said. "We're in a world where the data is out there anyway. Every time I go to CNET, they drop a cookie on me. Every single Web site is watching what I'm doing...the only defense is a good offense."
One person investigating this approach to the Web world is Dave Henderson, a Web 2.0 consultant in Boulder, Colo. For years he has been storing lists of his clickstreams on Root.net, another of Goldstein's applications. Henderson says he's a pretty busy guy, so having his clicks tracked could be a great time-saver if the Web sites he visited were customized for the kinds of content he is interested in.
"I want applications to be built on this data stream that will give me a return on my attention. As more people get involved in the blogosphere, there's more confusion. We need tools to help us filter though all the noise and all the value," he said.