The E-mail Service Provider Coalition of the Network Advertising Initiative plans to announce a blueprint for an Internet-wide technological solution to spam this week.
“We need to level the playing field and get one uniform standard,” said Trevor Hughes, executive director of NAI. The Coalition members include e-mail service providers such as ClickAction, Yesmail, Mindshare Design, Cheetahmail and Digital Impact.
The NAI plan would change the e-mail architecture to keep spammers out and allow legitimate e-mail to pass through. E-mail senders would undergo a certification process under which each would have to meet a number of qualifications. E-mail service providers would register their clients.
“It would allow e-mail senders to ID themselves beyond a reasonable doubt,” said Hans Peter Brondmo, senior vice president of strategy at Digital Impact, San Mateo, CA, who chairs the Coalition. “We
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