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Charge advertisers for the last mile

ISPs fight a raging war over net neutrality because their infrastructure cannot keep up with the increasing demand (or rather supply) of content. Therefore, ISPs want to charge the users premiums if they wish to use certain services on the Net. For instance, since videos are usually large in size, one would have to purchase e.g. the "platinum package" to be able to access video hosting sites. It would be a serious loss of freedom if they won, and the Internet would never be the same.

Let's turn that idea around: since sites that use advertising make money off every visitor, they are really the ones that should pay the ISPs so that they can improve their infrastructure. The same applies to sites that make money off visitors in other ways.

At the moment, users pay to access the network (which is like paying a taxi to get to the market), so that they can visit sites where advertisers make money showing ads to the visitor, which might actually let them to pay a manufacturer for a product — the end user pays twice, and the advertisers take in money, leeching off the ISPs investing into their infrastructure.

I think that the advertiser and not the consumer should pay the ISP to keep the infrastructure afloat — improve it even. The manufacturer should then pay the advertisers for displaying the ad, and the user consumes if s/he chooses to — and everyone only pays once, for services they want. This will help improve competition among providers, which should always be the goal.

If my ISP would start to record the volume of HTTP traffic I produce for each target site, charge the targets appropriately (they could start with a couple at first), and I'd get free connectivity in turn, I'd be quite happy. The ISP wouldn't have to look at the contents at all for that.

I don't yet know what to do if the target sites choose not to pay up. ISPs could block them, or throttle or deprioritise traffic, but either of those might simply lead to an exodus of users, just like "premiums" would.

As usual, this just needs to be done by many ISPs in concert. Are you listening?