WISPAmerica Show Daily Day 2

1 2 WISPA merica 2018 I MARCH 6 - 8, 2018 www.bekabusinessmedia.com DAY 2 MER C 2018 WISPA Reps Working Overtime to Shape CBRS Rules Market broadband.com Announces Cookie-less Digital Display Advertising I n case you hadn’t heard, WISPA is in the midst of its most aggressive advocacy effort ever, working to block the mobile industry’s demands to erect barriers to our sector in the Citizens Broadband Radio Service (CBRS) spectrum band (3550-3700 MHz). Here’s an update on where we stand. The Federal Communications Commission (FCC) is expected to consider a package of changes to the current CBRS rules at one of its upcoming monthly meetings. The specific changes are not yet in writing, but the Notice of Proposed Rulemaking that was adopted in October included ideas that would benefit “Big Mobile” only, at the expense of WISPs and all other potential actors in that spectrum band. WISPA and our DC team are working around the clock to push back against this threat and ensure that our members have access to critical, mid-band spectrum, on reasonable terms that make sense for small businesses and will help us bridge the urban-rural digital divide. In this process, we frequently rely on WISPA members who volunteer their time to support our efforts. For example, in February, WISPA members from Vermont (Michael Birnbaum), Michigan (Blair Davis), and Illinois (Garth Nich- olas) were in DC on WISPA’s behalf to meet with their members of Congress about CBRS and other issues important to WISPs. If you’d like to see a recap of our activities on this issue, please visit our Advocacy/CBRS tab on the WISPA website. If you’d like to get more involved, here are a few ideas: • Read the FCC notice of proposed rule- making (https://www.fcc.gov/document/fcc- moves-promote-investment-35-ghz-band-0) and review your existing and planned CBRS service areas in relation to your nearby census tracts and PEAs, so that you know how the potential changes might affect your company. • Post comments on your accounts on Facebook and Twitter. Follow WISPA on these networks; and then “like,” “retweet,” and “share” our posts. Use the hashtag #CBRS; tag @FCC and your local elected representatives; and keep it classy – we don’t need to make enemies. If you would like some help, contact dale@dalecurtiscom- munications.com and copy jcarr@wispa.org. • Let WISPA’s DC Team know if you have a strong relationship with your member of Congress or want to forge one. If you do, please email jcarr@wispa.org with the relevant information, so that we can share it with WISPA’s federal lobbyist. You can also attend WISPAPALOOZA in Las Vegas, October 8-12, where you can join our policy committee and help plan our next steps Just know that today, due to all of WISPA’s advocacy efforts, we are at the table, engaged in detailed discussions with key stakeholders to reach consensus on CBRS rules that will enable WISPA members to continue to access the CBRS band on fair, attractive terms. Naturally, we can’t divulge too many details just yet, but we are cautiously optimistic about the likely outcome. By the way, all of this effort has brought unprecedented attention to the fixed wireless sector and our role in fostering investment and innovation in both rural and urban areas. We’ll keep you posted! m M arketbroadband.com, powered by Lorex, now offers IP Match, digital display advertising that does not use cookies to target the display ads. “The display ad industry titans admit that over 56 percent of display ads are not even seen by humans. Those paid-for impres- sions are generated by bots. And some believe the number is much higher,” said Ken Janc, President of Lorex, the company behind Marketbroadband.com. “The problem gets even worse when you really understand how inaccurate cookie-based display advertising is both demographically and geographically.” Marketbroadband.com now utilizes technology that does not use cookies to target display ads. Instead, a physical street address is linked to the IP-address of the modem inside the home to target display advertising. Display ads are served up at the specific address that the marketer wants to target and with 95 percent confidence, said the company. The ability to target ads at the address- level is a break-through for fixed wireless and wireline ISPs. With address-level control of digital display campaigns, an ISP can ensure that they are advertising within their mapped service network. They can also apply the type of demographic filters that are commonly used for direct mail. “Because there is a link between the address and the IP address, you can really segment your display advertising at the household level if you wish,” added Janc. In addition to this unique approach to pinpointing online display ads, Marketbroad- band.com continues to provide address level targeting of direct mail with the use of their proprietary GIS Mapping tools. MarketBroadband.com specializes in providing turnkey marketing programs for wireless and wireline Internet Service Providers. m Visit MarketBroadband.com at WISPA- MERICA booth #611. WISPAPALOOZA 2018 is set for October 8-11, 2018 Save the Dates Staff Report in Las Vegas, Nevada. WISPA’s fall show returns to the Rio All Suites Hotel & Casino. Mark your calendar now and watch for coming announcements.