Getty makes 35 million images embeddable to gather data, monetize usage

Embedded content may only be used for editorial purposes, Getty said

A Getty Image embedded.
A Getty Image embedded.
  • A Getty Image embedded.
  • Getty Images embed code.
  • Getty's embed option.
  • Getty embed search results.
View all images

Media company Getty Images had made about 35 million of its images embeddable in order to start gathering data and better monetize usage of its material, the company said on Thursday.

Getty launched an embed tool that allows people to embed and share its images on websites, blogs and social media in a similar way that YouTube videos can be embedded, the company said.

The embed capability works on any HTML-based site, and images can be shared on social platforms including Twitter and blog platform WordPress, which has about 75 million users, Getty said.

The embeds are available for free for non-commercial use and will include photographer attribution as well as a link back to Getty's site, where the images can be licensed for commercial use, Getty said in a news release. This will provide people with a simple and legal way to utilize content that respects creators' rights, while it also includes the opportunity for Getty to generate licensing revenue, it added.

Embedded content may only be used for editorial purposes, according to its terms of use. The images may not be used for any commercial purpose "for example, in advertising, promotions or merchandising, or to suggest endorsement or sponsorship," it said. Use in a defamatory, pornographic or otherwise unlawful manner is also not allowed.

Making "the vast majority" of its images embeddable is a way to adapt to age of self publishing, said Hugh Pinney, vice president editorial for EMEA. People are publishing and consuming imagery in a way that doesn't fit traditional licensing models, he said. Getty lacks a presence in the self-publishing market, he said, and the embed tool is a way for Getty to evolve.

The embed tool has the potential to monetize images that now are usually right clicked and saved, Pinney said. When people do that, Getty has no control over what happens with the photos. When the image is embedded though, Getty for instance gets the ability to track how, how often and where the images are being used, he said.

Getty reserves the right for itself and third parties to collect data related to use of the Embedded Viewer and embedded Getty Images Content on behalf of Getty, according to the terms of use. The company also "reserves the right to place advertisements in the Embedded Viewer or otherwise monetize its use without any compensation" to users.

Websites that, for instance, run Google Ads or other advertising are also allowed to start using the embed tool, Pinney said. This does mean though that those sites "surrender" the data gathered via the embeds for use by Getty, he said.

Asked if users should be worried about their privacy, Pinney said: "It is not a Machiavellian enterprise at all, it is simply tracking data."

For now, Getty will concentrate on scaling up the platform before deciding how exactly to monetize this new feature, said Pinney. Perhaps within six months, Getty will have a better view on how to do this, he said, though he added that the company didn't set a time frame for when to start monetizing embed usage.

Loek is Amsterdam Correspondent and covers online privacy, intellectual property, open-source and online payment issues for the IDG News Service. Follow him on Twitter at @loekessers or email tips and comments to loek_essers@idg.com

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

The changing nature of brand power

Once upon a time, life was easy: You developed products, placed them in a well-located retail shop, wrapped them under an attractive brand and hired the best creative in town to promote them. Many business and brands were successfully built on this approach, even if it wasn’t always that easy.

Jean-Luc Ambrosi

Author, marketer

Putting the ‘human element’ back in marketing

During the recent CMO Momentum conference, Paul Mitchell shared how marketing leaders can create cultures that deliver

Paul Mitchell

Managing director, The Human Enterprise

The rise and rise of voice search

In 1982, an AT&T employee by the name of Plotzke predicted the rise of voice: “In fact, it has been predicted that, by 1990, well over half the communications dollars spent by businesses will be for products and services that include voice technologies.

Michael Jenkins

Founder and director, Shout agency

Bullshit

John Winkler

Kmart turnaround chief to exit Wesfarmers, Target

Read more

End your financial worriesAre you a business man or woman? And you are in need of an urgent loan as to start up your own business? Or do ...

lance

Kmart turnaround chief to exit Wesfarmers, Target

Read more

https://uploads.disquscdn.c... [magic school bus] KID: where are we going today MS. FRIZZLE: the zoo KID: but last week we went to SPACE ...

Germain3161

Sephora Asia details its journey to data-driven decision making

Read more

DP Apparel bietet große Auswahl Audi Rennbekleidung in Deutschland zu den besten Angeboten. Das Geschäft bietet auch qualitativ hochwerti...

DP apparel

Audi Australia gets a new CMO

Read more

this is a really great news

Vincent Mouton

Mobile-first banking startup showcases fresh brand identity

Read more

Latest Podcast

More podcasts

Sign in