The use of the blockchain in a far-from Finance areas — not a novelty. The blockchain is successfully applied in the field of real estate, logistics and even public services.
One of the most promising markets for blockchain solutions remains online advertising (digital advertising). However in this industry there are a number of problems, the solutions to which offer a traditional company, and blockchain startups.
The problems of the industry
Problems of online advertising include:
- user privacy: advertisers are buying the personal data of users, but the users themselves in fact, there’s not rewarded;
- fraud: false or invisible banners, wrapping impressions and clicks, etc.;
- the opacity and complexity of the accounting: to assess the effectiveness and cost of the advertising campaign can be difficult.
The traditional industry of online advertising has offered solutions that are designed to mitigate these problems, such as AdSense or AdWords from Google. However, their efficiency in practice is often relative. The question of remuneration to the user for providing personal information or viewing ads often is not on the agenda. Fraudsters are inventing new ways of illegal earnings in foreign campaigns. Advertisers still face difficulties due to the opaque bidding and the lack of a single set of metrics across platforms.
In kriptonyte there are also projects designed to solve at least some of these problems. Their common feature is the use of native tokens, not popular cryptocurrency, so these solutions are not yet widespread. However, some of them could become quite popular.
Decentralised solutions
One of the most famous blockchain solutions in the field of online advertising is a browser Brave. The project tracks the websites you visit and uses this information to improve targeting by providing users with tokens BAT (Basic Attention Token) for viewing ads or visiting certain sites. Therefore, the system gives the user an incentive for viewing advertising.
An advertiser may directly in your browser Brave to set your monthly expenses to pay hits. The user also sets the number of display advertising that he is willing to commit for the same month. After viewing the advertisement, the advertiser tokens are moved to the user’s wallet. In addition, the developers plan to implement BAT and in other browsers through extensions.
Decentralized advertising exchange AdEx offers a solution that focuses on the effectiveness of the campaign and minimising fraud. For direct interaction between the advertiser and a web site that publishes advertising uses smart contracts. The technology of the blockchain provides transparency of all metrics and facilitates their registration.
The platform interface is intuitively understandable even to a beginner and allow you to instantly create a campaign, post the necessary advertising materials and monitor the effectiveness of their publication. To use the platform as advertisers and publishers from a single account. For this the user needs to switch the “switch” in the menu. Registration on the platform is via a plug-Metamask.
The AdBank platform is designed to solve the problem of fraud in online advertising. The company has patented a method of determining fraudulent actions using artificial intelligence and blockchain technology.
AdBank requires registration e-mail and personal data of the user, and to switch between advertiser and publisher is impossible. You need to create two different account. In the account the user gets access to analytical tools and depending on the selected role can manage advertising campaigns or publish ads. The platform is also embedded inside the purse, which allows you to control media on the fly and display them outside of the platform. The use of email can create a vulnerability for the user, because the account is easier to hack.
Insights
Blockchain solutions for the industry of online advertising is not too common. Most often this is attributed to the reluctance of large companies to use cryptographic tokens due to regulatory risks. However, if the blockchain decision will prove its effectiveness in practice can be expected to increase their popularity in the coming years.
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