Company will track and ‘fingerprint’ AP content on the web

The Associated Press is moving to protect its content by partnering with the technology company Attributor, which will track AP material across the Internet. The arrangement will allow Attributor to ‘fingerprint’ AP copy down to a level where it can be identified anywhere on the Web. ‘Our goal is to get a feeling for some of the useful ways to monitor content,’ said Srinandan Kasi, vice president, general counsel and secretary at the AP. ‘We are looking at it not just to protect our rights but to derive some intelligence.’ The Redwood City, Calif.-based Attributor can keep tabs on text but extracting what Attributor CEO and co-founder Jim Brock calls the ‘DNA’ of the material, which boils down to a specific paragraph or a few sentences. With that information, Attributor can watch where the content is going in turn giving publishers a map. Publishers can then determine where, how, and when the content is used. For now, AP is using Attributor’s platform to first monitor use of text across the web but eventually it will test out video and still images with Attributor. (Editor and Publisher)

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