This Is Going To Be Fun

More opportunities for the Chilling Effects Clearinghouse! Publishers See a Way to Track Their Content Across the Net

Copyrighted work like a news article or a picture can hop between Web sites as easily as a cut-and-paste command. But more than ever, as that material finds new audiences, the original sources might not get the direct financial benefit — in fact, they might have little idea where their work has spread.

A young company called Attributor says it has an answer, and a number of big publishers of copyrighted material say Attributor just might be right.

The company has developed software that identifies an electronic “fingerprint” for a particular piece of material — an article, a picture, a video. Then it hunts down any place across the Web where a significant chunk of that work has been copied, with or without permission.

When the use is unauthorized, Attributor’s software can automatically send a message to the site’s operators, demanding a link back to the original publisher’s site, a share of revenue from any ads on the page, or a halt to the copying.

Actually, the article itself describes a perfectly benign approach to using this sort of technology, but that’s just this story, of course. We’ll have to see what sort of temptations come to those with access to this technology.