How PayPerPost is improving blogging ethics
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Around mid-day on Monday, 8/13, PayPerPost CEO Ted Murphy set off a firestorm with a tough-worded post throwing down the gauntlet to the folks that are gaming the Google and Alexa ranks.
So many advertisers believe in Alexa ranks. Pity. Someday they’ll learn how amazingly simple it is to game the system. in fact, it’s done every single day by bloggers and webmasters of some of the least, and some of the most prominent websites around, all in pursuit of higher ad rates.
PPP has said "Enough!" to these practices on their network. Blogger integrity is being pushed harder now than ever before. The programmers over at PPP are developing 
scripts to weed out these - hey, is it too soon to use the word ’scumbag’ already? He also dropped a mini-bombshell, a dirty-bomb as it were, indicating that PPP and it’s competitors were preparing to work together to build a database of cheats and used the parallel to casino’s in Nevada sharing information on casino cheats.
I would like to offer a word of warning on this threat: Las Vegas casinos are probably not the best model to follow when it comes to stepping so close to the antitrust line. Obviously, I’m in favor of anything that stops unethical behavior, but conspiring with your competition to develop mechanisms that could easily be extended beyond their original intent (i.e. if a ‘cheater’s database’ could be shared what’s to keep from sharing a ‘premium bloggers’ database and shutting out everyone in the middle?)could open a Pandora’s box of antitrust litigation that could swallow $10M of venture capital in the snap of a finger.
Anyway, literally minutes prior to the post, PPP launched a new iteration of their marketplace software that brings captcha into play when bloggers are reserving opps. This was done to knock back the gains made by bots that were programmed to monitor and grab the most lucrative opps faster than humans can respond.
I’m a huge proponent of direct selling between a blogger and an advertiser because the advertiser ultimately has more control over the content and the blogger is paid closer to their true value. However, the advantages of a broker network are hard to ignore. This latest volley showcases how the broker can shape the marketplace to provide ethical, professional bloggers to quality advertisers.
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