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Independent nonprofit incubated by RJI begins proof-of-concept testing

An independent non-profit, public-benefit organization aiming to help publishers and the public address critical problems of privacy, identity and information commerce on the Internet is beginning proof-of-concept testing with a small group of New England publishers. The goal os to demonstrate an application that will help deliver more personalized news and advertising while protecting user privacy.

The Information Trust Exchange Governing Association's three-part mission is to help users regain control over their privacy and identity, help publishers imrpove the relevanc eand value of advertising and create a platform which could allow a "fast-pass for news" across the Internet.

"Quality publishers realize that digital advertising alone will not support most information-gathering -- especially journalism -- as we've know it," says Bill Densmore, founding interim executive director of ITEGA. "Most the advertising opportunity from content has transferred to technology companies. ITEGA's promise to re-balance and put service to information seekers and advertisers in the hands of original content producers."

Densmore says ITEGA will do this by establishing technical standards and business rules for sharing user and content information.