Briefs

ZDnet (Apr 24, 2003) reports that a group of digital marketers is pushing a new antispam system aimed at saving the e-mail advertising industry.

Called Project Lumos, the plan offers a technological blueprint for establishing an e-mail registry and authentication system, the Email Service Provider Coalition (ESPC) said Wednesday. The group's 30 members include e-mail marketers DoubleClick and Digital Impact.

The system would require the close cooperation of Internet service providers to implement. In order to gain access to the system, large-volume e-mailers would be required to provide verified address information and to promise to abide by certain best practices.

Project Lumos relies on a central registry that would enroll, verify and track e-mail senders, then dole out performance ratings. Once ISPs have a method like this to identify quality e-mail senders, they will be better able to block spammers, according to ESPC. Small mailing-list operators will also be able to sign on to the ID system, but people who send only a few messages at a time would not be included.

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