In late 2004, Richard Cameron, the creator of CiteULike, drew attention to the need for a standard way of embedding metadata in HTML pages. In January 2005 Daniel Chudnov suggested the use of OpenURL. Embedding OpenURL ContextObjects in HTML had been proposed before by Herbert Van de Sompel and Oren Beit-Arie and a working paper by Chudnov and Jeremy Frumkin. Discussion of the latter on the GPS-PCS mailing list resulted in a draft specification for embedding OpenURLs in HTML, which later became COinS. A ContextObject is embedded in an HTML span element.