The web has gone from integration via hypertext to integration via hyperdata.
A friend shared a recent C|Net article discussing the use of 404 error pages to feature missing children notices. Following links leads to a European effort to integrate information about missing children into 404 pages (and others, there’s no restriction that it be on a 404). By signing up, you’re offered some fairly standard HTML code to embed in the page. It’s very similar to advertising integration.
So I jumped on over to the US’ National Center for Missing and Exploited Children (NCMEC) hoping to find something similar or even better, an API. I was disappointed to find no real way to integrate the same data – not even simple dynamic HTML. All that data – all those children – are missing out on opportunities for exposure. Exposure that might mean being found.