The End Of Net Neutrality Could Be Good For Marketers — And Bad For Almost Everyone Else

The Federal Communications Commission announced that it will vote on December 14 to enact the exceptionally misleadingly titled “Restoring Internet Freedom” order. If passed, it will do the opposite of restoring anything resembling freedom — it will repeal the current net neutrality rules which were enacted to ensure that Americans would have equal access to the Internet.

If you’re reading this, chances are you’re already interested in the topic. Still, some quick background:

Renamed “Open Internet” a while back, net neutrality provided a regulatory framework that specifically prohibited:

Blocking: Broadband providers may not block access to lawful content, applications, services or non-harmful devices.

Throttling: Broadband providers may not deliberately target some lawful Internet traffic to be delivered to users more slowly than other traffic.

Paid prioritization: Broadband providers may not favor some Internet traffic in exchange for consideration of any kind. Internet service providers are also banned from prioritizing content and services of their affiliates.

In its place the FCC is proposing to “Restore Internet Freedom” as follows:

Reinstate the “information service” classification of broadband Internet access service first established on a bipartisan basis during the Clinton Administration.

Restore the determination that mobile broadband is not a “commercial mobile service” subject to heavy-handed regulation.

Restore the authority of the nation’s most experienced cop on the privacy beat – the Federal Trade Commission – to police the privacy practices of ISPs.

What it means for agencies, advertisers and marketers

We’ll get to the winners and losers below — and there will be plenty of each — but as something of a silver lining, this regulatory shift would open up a wide-range of opportunities for agencies, advertisers and marketers. This could be a perfect opportunity to pair programmatic creative with programmatic media buying. There will be hundreds of different rate plans targeted at specific cohorts. There will also be opportunities to create new consumer and brand experiences that include “unlimited” bandwidth or “free” bandwidth offers.