In several of our previous podcasts (see episodes 34, 35,and 37), we’ve discussed what we’ve called the “Comcast Kerfuffle,” which was the controversy surrounding the steps Comcast took to manage BitTorrent traffic on its networks. Critics called it a violation of Net neutrality principles while Comcast and others called it sensible network management.
This week we saw a new kerfuffle of sorts develop over the revelation in a Monday front-page Wall Street Journal story that Google had approached major cable and phone companies and supposedly proposed to create a fast lane for its own content. What exactly is it that Google is proposing, and does it mean – as the Wall Street Journal and some others have suggested – that Google is somehow going back on their support for Net neutrality principles and regulation? More importantly, what does it all mean for the future of the Internet, network management, and consumers. That’s what we discussed on the TLF’s latest “Tech Policy Weekly” podcast.
Today’s 30-minute discussion featured two of our regular contributors at the TLF, who both wrote about this issue multiple times this week.
Cord Blomquist of the Competitive Enterprise Institute wrote about the issue here and here, and Bret Swanson of the Progress & Freedom Foundation wrote about it here and here. To help us wade through some of the more technical networking issues in play, we were also joined on the podcast by Richard Bennett, a computer scientist and network engineer guru who blogs at Broadband Politics as well as Circle ID and he also pens occasional columns for The Register. Also appearing on the show was Adam Marcus, Research Fellow & Senior Technologist at PFF, who wrote a “nuts and bolts” essay full of excellent technical background on edge caching and net neutrality.
You can download the MP3 file here, or use the online player below to start listening to the show right now.
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Big news in these parts.
The celebrated openness of the Internet — network providers are not supposed to give preferential treatment to any traffic — is quietly losing powerful defenders.
Google Inc. has approached major cable and phone companies that carry Internet traffic with a proposal to create a fast lane for its own content, according to documents reviewed by The Wall Street Journal. Google has traditionally been one of the loudest advocates of equal network access for all content providers.
TLFers and commenters: Go.
Google has begun including the “load time factor” into the quality score for ads on its AdWords program. This means that “Keywords with landing pages that load slowly may get lower Quality Scores (and thus higher minimum bids). Conversely, keywords with landing pages that load very quickly may get higher Quality Scores and lower minimum bids.”
Google provides two reasons for the change: “First, users have the best experience when they don’t have to wait a long time for landing pages to load. Interstitial pages, multiple redirects, excessively slow servers, and other things that can increase load times only keep users from getting what they want: information about your business. Second, users are more likely to abandon landing pages that load slowly, which can hurt your conversion rate [and thus lower profits for both the advertiser].”
One could easily imagine that some might complain that Google is “discriminating” against slower-to-load pages, and even hypothesize that this would introduce a systemic bias towards sites that can afford faster server throughput. True, this change makes the AdWords system non-“neutral” in ways that will benefit some advertisers over others.
But so what? Google is simply engaging in smart management of their network: Giving priority to ads that load faster introduces a strong incentive for all advertisers to speed up their pages in any manner possible. This small change in pricing structure could have broader effects on the efficiency of Internet browsing for all users–at least in terms of building home pages that load faster–particularly if other advertising platforms follow suit. Continue reading →
The Register reports that Google is developing yet another suite of free tools for broadband users–this time aimed at allowing users to monitor traffic-management/shaping conducted by their ISP.
“We’re trying to develop tools, software tools…that allow people to detect what’s happening with their broadband connections, so they can let [ISPs] know that they’re not happy with what they’re getting – that they think certain services are being tampered with,” Google senior policy director Richard Whitt said this morning during a panel discussion at Santa Clara University, an hour south of San Francisco.
The article provides a short-but-interesting history of how Google’s views on Net Neutrality have evolved in recent years and about the debate inside the company as to whether to governmental prohibition of traffic management/prioritization by enshrining some conception of Net Neutrality in law. Today, of course, the company has become perhaps the most outspoken corporate defender of Net Neutrality principles. Google senior policy director Richard Whitt shows no sign of rethinking Google’s commitment to those principles, but suggests that the monitoring tools being developed by Google might fundamentally change the calculus of the debate:
“The forces aligned against us are real. They’ve been there for decades. Their pockets are deep. Their connections are strong with those in Washington,” he said. “Maybe we can turn this into an arms race on the application software side rather a political game.”
As Verizon’s Link Hoewing observes, these tools promise to increase dramatically the transparency of network management practices. This increased transparency will provide a clearer picture of what ISPs are actually doing, something that is largely a subject of speculation today, while helping to remove the current uncertainty that fuels sometimes wild speculation about the “death of the Internet” and other calamities in a world without Net Neutrality. Psychologically, transparency may thus remove much of the need for perceived need for Net Neutrality mandates.
But, of course, as defenders of traffic prioritization argue, there
will be instances where ISPs “deviate from Net Neutrality principles” by prioritizing certain traffic to enable advanced voice and video services over more intelligent networks. (Read, for example, George Ou’s post taking issue with aspects of The Register‘s story.) Of course, some will surely point to such instances as further evidence of the perceived “need” for regulation, but the fact that these practices will be rmore readily apparent to more users than ever before will in fact provide three powerful alternative mechanisms for disciplining ISP traffic management.
Continue reading →
The Technology Liberation Front is the tech policy blog dedicated to keeping politicians' hands off the 'net and everything else related to technology.