費城調查報

2023年8月7日

為什麼保護paywalled內容從人工智能機器人是困難的商業8月7日,2023•3分鍾閱讀•薩拉Guaglione人使用OpenAI ChatGPT繞過出版商的付費牆。所以出版商如何保護他們的訂閱業務對生成的人工智能聊天機器人虹吸目前付費內容?Digiday檢查在與出版商,收費管理公司和顧問發現,他們的答案很大程度上歸結為一個生成人工智能聊天機器人製造商需要信號當他們試圖訪問出版商的內容所以出版商可以把它們類似於搜索引擎的爬蟲程序的內容。生成人工智能聊天機器人就像OpenAI ChatGPT以類似的方式工作,搜索引擎機器人,表麵爬行和收集信息從網站在搜索結果中。雖然上個月OpenAI暫停了這一特性,穀歌的吟遊詩人和微軟的Bing尚未正式關閉機器人的能力。出版商可以關閉機器人抓取內容的能力,但很難區分人工智能機器人的來自像穀歌這樣的搜索引擎,允許索引和出現在搜索結果頁麵。“如果一個DNC(不要爬)國旗由出版商合規是可選的,但是它不太可能阻止(大型語言模型)爬行網站,“阿維德說Tchivzhel,董事總經理馬瑟經濟學的數字谘詢實踐。“據我所知,沒有一個統一的“不爬”標準也沒有任何技術(可用的)市場上選擇性地阻止爬蟲。“理解工具在出版商的處理,我們首先需要去交付一個收費的兩個主要機製:基於javascript的付費牆和付費牆建立在內容分發網絡(CDN)。基於javascript的付費牆工作通過一個頁麵加載在讀者的設備,然後覆蓋一個彈出要求讀者登錄閱讀更多。 It’s a similar delivery mechanism to overlaying an ad on a page. A CDN works by loading the page on a separate server, and not letting the page load on a device until a reader logs in. Examples of CDNs are Cloudflare and AWS, and Zuroa’s Zephyr, which built their own CDN. A CDN is stronger against AI bots, but it remains unclear if it can truly block them, according to two paywall management companies. Paywall technology “could, in theory, block access to an AI-crawler… However, this would rely on AI organizations flagging their crawlers as such — such as using a consistent and known IP address [and] not altering it,” said Felix Danczak, senior director of subscriber at Zephr, a subscription platform owned by subscription technology provider Zuora. Paywall platform Piano is developing a product called Edge Experience, which can lock content in a CDN. It’ll launch in beta with around five clients in the next month. [Editor’s note: Piano is a contracted vendor with Digiday.] Their CDN would also be able to block generative AI crawling, “as long as the client is able to identify the user agent they want to block for that particular crawler,” said Michael Silberman, Piano’s svp of strategy. Those interviewed for this story said there needs to be a unified approach from publishers against AI bot crawlers. One example would be signing deals with generative AI companies like OpenAI to allow them to license content, such as the one AP signed with OpenAI last month. The best way to monitor AI crawlers is by analyzing bot traffic, said Matt Boggie, chief technology and product officer at The Philadelphia Inquirer. The Inquirer has a metered paywall, and a hard paywall on premium content. He declined to share if the Inquirer’s paywall is built on JavaScript or a CDN. Because it’s difficult to track where bots are coming from, publishers like the Inquirer look for “a huge spike in requests from a small range of IPs or a single IP” as a red flag, Boggie said. “But it’s definitely a difficult thing to do in real time… Often, in the course of a day, those things go unnoticed,” he added. The Washington Post published a report in April showing the websites that were used to train AI chatbots. Boggie said the Inquirer’s URLs appeared in that dataset. Sponsored Produced in partnership with Marketecture The following article highlights an interview between Abhishek Shrivastava, vice president of product at LinkedIn and Ari Paparo, founder and CEO of Marketecture. Register for free to watch more of the discussion and learn more about how to make B2B advertising more efficient and effective. Business-to-business marketing focuses on activating […] In this edition of the weekly Research Briefing, we share focal points from Digiday's released reports on how publishers are optimistic about revenue and hiring in the second half of the year, and how publishers upped their marketing spend in the last 12 months.