Announcing initial participants for the APML Workgroup

An initial set of participants in the APML Workgroup have been announced. APML stands for Attention Profiling Markup Language.

From the website:

APML will allow users to export and use their own personal Attention Profile in much the same way that OPML allows them to export their reading lists from Feed Readers.

The idea is to boil down all forms of Attention Data – including Browser History, OPML, Attention.XML, Email etc – to a portable file format containing a description of ranked user interests.

It is a fantastic group to start with and we are all very excited to get the ball rolling.

They are:

• Mitch Ratcliffe (Co-Founder, Buzzlogic)
• Chris Messina (Citizen Agency)
• Daniela Barbosa (Solutions Architect, Dow Jones)
• Phil Morle (VP Attention, Yoick)
• Ben Metcalfe (Social Media Consultant)
• Chris Saad/Ashley Angell (Co-Founders, Faraday Media/Touchstone)
• Paul Jones (Senior Architect, Faraday Media/Touchstone)

The APML Workgroup is tasked with converting the current specification into an agreed standard. We invite all the players in or around the "Attention Economy" to join us in realizing APML. To join the Workgroup please contact us with your qualifications.

Members of the general public are invited to join the mailing list (via the APML.org website) forums or blog to provide feedback.

More about APML

In a world where our online footprints (Attention Data) are measured, dissected, analyzed and used to better target us with content and advertising APML represents a way for users to take back control of their own Attention Profile.

In order for the study of 'Attention' to evolve into the Attention Economy we must have a way to export, own, trade and assign value to our own Attention Profiles. APML promises to become an important part of the solution and we believe this announcement is a significant milestone in it's development.

Attention Profiles will become our digital fingerprints and will eventually have implications for all aspects of our lives including Media, Business and Lifestyle.

Stay tuned...

Major media outlets are starting to understand the zero sum game of Attention

Scott Karp has written a great piece summarizing what we here at Touchstone has been alluding to for quite some time.

Individuals can now make a good living as content creators, without ever creating or becoming part of a scale content business. What’s more disruptive, however, is that in the market for original content, the attention economy is draining dollars out of the cash economy. There remains a zero sum game for consumer attention, so for every minute a consumer spends with content created by an entity whose compensation is in form of attention, there’s a minute not being spend on content created by a for-profit entity.

In contrast, the content aggregation and distribution side of the divided media industry has all the advantages of scale, with the technology-enabled platform (e.g. MySpace, Facebook, YouTube, search) serving as the organizing principle for the new scalable media businesses. Content creation is asymptotically approaching commodity status, while platforms that can effectively aggregate content and allocate scarce consumer attention can unlock immense value in the new media marketplace.

Bingo.

This does not mean, however, that commercial content creators will lose out while Aggregators destroy their businesses. It means that content creators need to understand and respect and value the role of aggregators to help them find an audience. Further, they need to understand how Personalized Aggregation (based on Attention) changes the publisher/audience dynamic.

First, as we all know, there is no more audience, only participants. But more importantly for this discussion - the participants have different expectations. They want highly tailored content experiences that meet their tastes exactly. And they have no shortage of places to find that conent - in fact too many sources. We sometimes call this hyper choice or information overload.

This means that publishers need to:

1. Start thinking niche.
2. Start finding ways to cut through the noise to reach niche audiences.

This is where Attention comes in. By measuring one's Attention you can learn what they are interested in. By learning what they are interested in you can learn what content they want to see more of. From there, it's a hop, skip and a jump to connecting content creators with participants.

It also means that Aggregators will have a growing responsibility to content creators. A responsibility to report statistics, create transparency in their platforms and find some way to help the eco-system of Content Creators become successful.

Read Scott's full post for some more great insights.

More Buzz around Town for Touchstone

Touchstone and APML have been mentioned in quite a few places in the last week or so. Here are some of the highlights....

From TechZoogle

"this is an invaluable tool that simplifies the process of research for academics and professionals alike. It is not meant to replace the RSS Reader in anyway, but it does improve workflow/ productivity by acting as an intelligent personalized “tipster” right on your desktop and one that gives you up to date persistent information. Being a heavy RSS reader/ user, I found it filtered a good amount of news based on my keywords and preferences. Touchstone is a powerful app that is going to be a permanent addition to my desktop tools and daily research setup."

From Daniela Barbosa

Last night i hit the jackpot via my personal filtered Touchstone tool that i am using during their BETA period (see below note). In the post titled "Web 2.0 applied in an Enterprise – a huge business opportunity" Peter Reiser lays out beautifully how a company like Sun Microsystems is looking to take advantage of the social dynamics of Web 2.0 and turn it into a business value and business advantage.

[...]

Note: Here is a perfect example of the way a tool like Touchstone has helped me be alerted to something that i might have missed- based on the feeds i have inputted via my OPML file (i have had the complete SUN Blogroll on my GoogleReader for ever but there is just so much on a daily basis i find it very hard to find what is personally important unless i subscribe to Sun individual blogs). With Touchstone and key terms i might be looking for- in this case client names and key words like 'enterprise 2.0' the information was delivered to me via a news ticker of things that are important to me. Without it, i wouldn't know that Peter Reiser was blogging on a subject that is dear to me. Touchstone is in Private Beta- i still have a couple of guest invitation and if you are interested please do drop me a line (danielavbarbosa[at]gmail.com).

From TwoPointTouch

Rose confirmed that digg is actively mining users’ attention data in order to implement these changes. He professed ignorance of APML, but “there are a couple of engineers deeply into this stuff” back at digg HQ.

Thanks to everyone who takes the time to blog about Touchstone - you are instrumental in spreading the word about our baby! It is very much appreciated.

Digg to Support OpenID, Mine Attention Data and looking at APML

Lots of chatter today coming out of Future of Web Apps conference about Digg founder Kevin Rose's talk.

Kevin discussed supporting OpenID and mining Attention Data in an effort to create more personal news for users.

There has been quite a bit of discussion about Digg's implementation of APML as well.

These are all good moves by Digg to open up it's platform and play nice with others.

Adobe launches MyFeedz

Adobe Labs has launched a 'Social Newspaper' called MyFeedz. It seems to be a very nice looking Findory type service.

It's great to see people experimenting with Attention Data. They too, however, are locking you into their service and don't let you export your Attention Profile.

Thanks to Marjolein for pointing me to this.

The hardest thing I have to do every day is to decide what to ignore

What a great line:

The hardest thing I have to do every day is to decide what to ignore.

This comes from Jeremy Zawodny.

He goes on to say:

I need to invert my thinking. I should be starting most days with a strong idea in mind of what I want to spent the majority of the day focusing on. If there's time left, I'll tend to the other distractions.

This has implications for both business and media consumption:

Business

Jeremy is correct. We must define our scope of interest first, and then make intelligent decisions about what to pay attention to.

That's what Touchstone does with APML. Your APML file (generated by Touchstone or any other APML compatible service) describes your scope of interest. Toucstone then ranks and filers incoming information for you against that profile.

Jeremy I'd be happy to give you a Beta Invite - drop me a line.

Some might say that this approach limits spontaneity or serendipidy. I'd argue that if you want spontaneity check Tailrank or Techmeme or Digg - they are fantastic Popularity/Meme Engines.

If you want a productive awareness of what you do all day, you need an Attention Management Engine.

Media:
Now some might say this sounds all academic and very 'Business Productivity' focused. But the reality is that this applies to media consumption as well. With a growing underbelly of great niche content, it is becoming very difficult for content creators to find an audience and audiences (or should we say participants) are finding it increasingly hard to pick the right entertainment experiences from a huge range of possible choices.


Thanks to Paul for pointing me to this post

I'm falling in love with my APML file

When you are intimately involved with developing a piece of software you grow to become unattached to your application configuration. At any given time the next experimental build might blow up and kill your settings or you might have to delete your config files to see what a 'fresh install' might look like for a new user.

Over the last year I have destroyed many an installation of Touchstone - each time thinking nothing of it... Deltree *.* (don't you remember DOS?)

Lately though, I have noticed a change. As the app has switched from a Swiss cheese set of features into a complete product my APML file - the file that contains my Personal Attention Profile - has started to become precious to me.

I can no longer just delete it and start again. It has grown to identify me. It produces content results that I like. I want to protect and nurture it. In fact now I back it up and carefully ensure that I never let it die in the process of trying the next experimental build from the dev team.

My APML file is becoming "the digital representation of my physical self" (Morpheus - Matrix 1).

It is obvious that APML is going to become something quite personal for people, and I would like to publicly recommit ourselves to protecting and nurturing it with all our might.

We are the user's ally in the fight against information overload and the search for great, personally relevant content. And APML is our BFG.

MeeVee is collecting your Attention Data

It seems like Attention Data is becoming more and more pervasive. Now MeeVee is asking users to specify their interests so that it can find videos for you.

According to VentureBeat:

"So far, MeeVee has let you create a calendar showing you whenever say, performer Jay-Z appears on a TV show. Today, MeeVee has unveiled a way to track Jay-Z related videos, too. You simply hit the “add interest” button, scroll down to the bottom, and add a keyword “Jay-Z.” MeeVee then surfs the Web and returns the most recent and relevant videos tagged with Jay-Z. You can then click on the videos and watch. See screen shots below for the Jay-Z example. A tab at MeeVee lets you toggle between TV programming and video."

It seems like MeeVee is becoming a great interface to manage and view your Media 2.0 video!

The question is, though, will MeeVee let you take that investment in it's service and allow you to export it for use in other services.

If you think signing up to multiple services is hard, imagine trying to maintain your attention profile across services as well.

I'd like to see MeeVee and others support APML in order to give users control of their own attention profile.

What do you think?

Via Touchstone

Follow up: Is Google building the Attention Economy? No

When I first covered Sam's post about "Is Google building the Attention Economy?" I chose to ignore the Economy part and focus on the Attention part.

You see, since Google decided to display some usage statistics in their Google Reader and allowed users to share the items they read, they started getting credited for starting to pay attention to 'Attention'.

That's fine with me. Google is big and popular and any little thing they do will typically be seen as more (or less) than what it is. Furthermore, Google has always paid attention to Attention - they just never called it that. Attention is very important.

But just a few hours ago, there was a comment to that original post that made me... upset. Maybe upset is the wrong word. But it definitely floored me.

Anne Currie Jan 30th, 2007 at 8:38 am

Sam,

I think “My Google Attention” is coming and agree it will be a very good thing. What fascinates me about the subject is that the function is only possible because we appear to trust Google so deeply (I wrote about this recently http://www.workingprogram.com/forum/topic.asp?TOPIC_ID=66).

I suspect Google are becoming a “benign dictator”. A benign dictator is your ideal government (or corporation), you trust them enough to give them a free hand with your life - or your data - and in return they have the power and freedom to achieve marvellous, good things.
As you allude, it’s great while it lasts but can it last? Can a commercial benign dictator succeed where a political one never has or will all that power just be too tempting?

Wow Anne... Are you so willing to give up your rights so easily? You are, in effect, saying that you are happy for Google to absorb all your personal data - your digital identity (incidently your digital identity is quickly becoming a large proportion of your overall identity) - and you're going to TRUST them to be completely benevolent about it? Forever?

You want no leverage? None? You don't want any accountability? Ownership? Mobility? Economy? Transparency? Because while I love Google as much as the next person - they are not transparent. And they do not respect your Attention rights.

This brings me to my next point. Economy implies that something (property) has value (in this case your Attention Data and Attention Profile). It also implies that you can transfer your property (and its value). You can sell it and leveraged and do all sorts of fancy things. It also requires multiple participants in an ecosystem.

So to dig deeper into Sam's original question "Is Google Building the Attention Economy?" the answer is no.

Google is not building the Attention Economy. They are using their huge surface area to try to grab as much of your Attention Data as possible to target and sell ads on TV, Radio, Web and Print. They are increasingly becoming an 'Attention Aware Advertising Company'.

But they are by no means showing any signs of allowing you to export and use that data as part of a broader economy.

I'm sorry Anne - but I don't want a dictator running the Internet - not even a "seemingly benign one".

To put this in a broader context... the idea that any institution - including Government - can say 'Trust us, we can handle it and we don't need any oversight' is not only naive, but it's frightening to Orwellian proportions.

Sam Sethi discusses "My Google Attention"

In his recent post Sam Sethi discusses Attention Metadata and Google's growing desire to capture (for an unknown purpose?) your Attention Data while engaged with their products and services.

He kindly points out that Touchstone is also working in the field of Attention and predicts that we're going to hear more on the issue in the coming months and years.

Read his article 'Is Google building the Attention Economy"

He ends with:

What we do, where we go, what we say i.e. our attention will be tracked online, if we are to continue using free web services and in exchange the carrot is we will be further rewarded for our time and attention.

So Google you have got my attention but don’t be evil!

I, personally, would like some personal leverage rather than hoping that big companies 'won’t be evil'.

I think that leverage can come in the form of a feature he requests from Google.

If I could then share my attention metadata with other people I trust (whitelist) I could then let them learn about websites or feeds that I have been using. This is a similar idea to Dave Winer’s OPML share service and once again the basis of a discovery engine as opposed to search.

Well Sam we have invented just such a format called APML. Check it out and perhaps ask Google to support it.

As Seth Goldstein says, your attention is very valuable and you should have ownership over it and clear understanding of how it's being used.

As everyone knows, we too (here at Touchstone) can collect your Attention Data. Unlike other vendors, however, we can do it across applications and services to give you a broader, vendor neutral result -- and we let you see/control/keep/share the results.

A touching tale of Recommendation

This is a sweet story of love between a woman and her Amazon Recommendation Engine on The Onion.

"Pamela Meyers was delighted to receive yet another thoughtful CD recommendation from Amazon.com Friday, confirming that the online retail giant has a more thorough, individualized, and nuanced understanding of Meyers' taste than the man who occasionally claims to love her, husband Dean Meyers.

While the powerful algorithms that power Amazon's recommendations generator do not have the advantage of being able to observe Meyers' body language, verbal intonation, or current personal possessions, they have nonetheless proven more effective than Dean, who bases his gift-giving choices primarily on what is needed around the house, what he would like to own, and, most notably, what objects are nearby.

I don't know how Amazon picked up on my growing interest in world music so quickly, but I absolutely love this traditional Celtic CD," Meyers said. "I like it so much more than that Keith Urban thing Dean got me. I'm really not sure what made him think I like country music

It was nice to know that on my birthday, someone or something was out there thinking about me, and what boxed sets I wanted,"

This is a sweet story (in a strange, Amazon loves me more than my husband sorta way). Now imagine this sort of power across your entire Attention Profile.

Remember though... Touchstone is NOT a Recommendation Engine.

Via The Long Tail.

Google vs The World

There is a post on Read/WriteWeb about 'The race to beat google'.

Alex and Richard compare the Google Competitors based on their points of differentiation and come to the fairly obvious conclusion that:

So overall, even though there is a lot of activity in the space, it seems like Google will remain the search king for the foreseeable future. Various approaches will have different degrees of success in seizing bits of the market, but to make a serious dent will require time, flawless execution, big marketing dollars and, of course, a better technology. This is not a trivial combination of things.

Alex goes on to say:

...another promising contender (mentioned by Emre) is personalized search. With this technology, search results are going to be organized not by PageRank but by your personal interests. It is likely that a combination of a vertical search and personalized search is going to deliver fundamentally better results than Google, so that might have a chance. However, as we pointed out with the other technologies. Google is not going to sleep through this.

A commenter called Eric, however, hits the nail on the head:

The only way Google is going to be beaten is when the next great paradigm shift in computing comes along. IBM wasn't beaten by another hardware vendor, it was beaten by Microsoft's operating system. Microsoft wasn't beaten by a another
operating system, it's being beaten by the web. It follows then that Google isn't going to be beaten by another search product, it will be beaten by something else.

It stands to reason that if any of these other things prove viable, Google will incorporate it into their own product. Just like Microsoft never plays the innovator with Windows - when you're the leader, you just have to be "good enough" and copy the best ideas from competitors.

The question we should be asking is: what's the next paradigm going to be?

So maybe this is not about beating Google at search, but rather going beyond 'search' and towards a new paradigm that is more useful.

Im surprised that both Alex and Richard did not mention Touchstone or APML in the article when referring to Personalization of results by comparing them against your interests.

I think, however, the next frontier for search specifically is not finding better pages, but better structured data in the form of microformats or other forms of structured data from inside pages (like Blue Organizer, Edgeio, Vast). Again, surprised that Alex didn't mention Blue Organizer or the other - considering he owns it. Maybe he did not want to show bias.

Also, going beyond multiple results at all to return the actual answer. Very much like AskX - now THAT's innovation.

IAM responsible for this

As you could predict, Chris Anderson is a hero of mine. I almost had a chance to see him speak at Plug & Play while I was in the bay area last month but unfortunately we had a scheduling conflict. Thank heavens for blogging.

His latest post entitled 'I'm not responsible for this' , like many, strikes a chord for me personally and for Touchstone as a product.

He quotes:

The fact that you and I both watched American Idol last night probably doesn't define us, whereas our niche interests really do. We go deep and find people who share our affinities, which represent much tighter connections between us. So my suspicion is that we're going to have fewer loose connections with lots of people but tighter connections with fewer people.

I like this idea very much. It is an idea we have been discussing internally for quite some time. If Touchstone can calculate a highly granular and complete picture of your 'long-tail interests' and store it in APML, and if it can apply that model of your interests to filtering and finding content and people - have we not created both a finger-print of your identity (at least part of it) and a highly personalized world view of content and people like you (and that you like).

The whole post is put in context to Kevin Smith and his continuing popularity despite his recent box-office failures. Anderson writes:

Just like they did 10 years ago, lonely/nerdy/smart teenage boys see in Smith a humor they identify with and a personality they want to emulate. The movies are incidental: Something like Clerks II has the relationship to the Smith brand that a communion wafer has to Catholicism.

I love that :)

APML - OPML for Attention

Today Faraday Media (Creators of Touchstone) announce a new initiative to work with the community in order to design and implement “Attention Profiling Mark-up Language” or APML.

APML will allow users to export and use their own personal Attention Profile in much the same way that OPML allows them to export their reading lists from Feed Readers.

The idea is to boil down all forms of Attention Data – including Browser History, OPML, Attention.XML, Email etc – to a portable file format containing a description of ranked user interests.

Imagine being able to export your Attention Profile from Amazon and plugging it into Digg to get an instantly customized view of the top Digg stories most relevant to your interests.

We anticipate that an ecosystem of technologies can begin to write and consume the format and we are taking the lead with Touchstone’s U-AR and I-AM engines. We look forward to working with everyone in the community to ensure the format delivers on this promise and empowers users to take control of their Attention.

Find out more about U-AR and I-AM at www.touchstonelive.com/technology

Find out more about APML at www.apml.org

Update: For extra coverage click here