In your face: Advertising after Net Neutrality

Net Neutrality has caused a buzz for internet users in recent days, particularly the dissolving of the law, which took place in June of this year. Originally created by the Obama administration in 2015 to restrict internet providers from keeping certain content from users based on price, the administered rules are now considered void. According to The New York Times, Net Neutrality prevented internet providers from blocking, throttling and issuing paid prioritization for their users. Despite national outcry, the Federal Communications Commission appealed the law in December.

Online users may have noticed a difference in advertising since Net Neutrality was repealed. Websites seem more bombarded with ads and commercials in recent days. Despite users’ grievances, advertising has become a difficult business for those looking to market their company online. While Net Neutrality existed, advertisers had an equal amount of users seeing their promotions. Through Net Neutrality, internet providers could not discriminate against certain sites or content and had to provide the same access to online resources for everyone, without a fast lane for those who were willing to pay for it.

Without Net Neutrality guidelines, certain websites are now more trafficked based on what high-paying consumers want to see. Rather than having equal opportunity for advertising through open internet, advertisers must now pay more to gain a prime spot on highly trafficked websites. As internet providers choose to slow or speed up certain websites through throttling, users naturally migrate towards sources that load faster and provide content more quickly. For larger companies like Google, Facebook and Microsoft, these changes cause little effect. Internet providers commonly cut larger deals with companies willing to pay more, causing a greater gap across the board. Online users should expect to see advertising from larger companies on highly trafficked websites, while smaller, local companies advertise on slower, lesser known sites. Many smaller online advertisers have banded together due to the repeal, providing companies with ideas on how to stay afloat after Net Neutrality and keeping consumers interested in their online content.

Without Net Neutrality, consumers may be seeing a rise in advertisements, in conjunction with a rise in price for advertisers.  

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Maddie Ashcraft
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In your face: Advertising after Net Neutrality

by Maddie Ashcraft time to read: 1 min