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Blockchain And Adtech: First Things First

Blockchain And Adtech: First Things First

Blockchain and Adtech: First Things First Lets not get way out ahead of ourselves. Yes, blockchain will solve many of digital marketings longstanding structural challenges. Far better, it will usher in a new wave of innovation. Publishers, marketers and their customers will benefit greatly, with more meaningful interactions that engender trust and loyaltyand produce better results at lower cost. Read More: SendGrid Taps Carrie Palin as Chief Marketing Officer The mere availability of better technology does not yield the will to adopt better business models that leverage that technology. Quite the contrary, prominent wrinkles emerge whenever technology forces an industry to consider better. Better for whom? Better how? Better when? To be extreme about it: those who perpetrate fraud will resist technology that detects fraud. To be less dramatic: innovation is as much threat as it is an opportunity, and its often unclear initially which is which. Recommended: TechBytes with Liraz Margalit, Head, Behavioral Research, Clicktale Here we arrive at a chicken-and-egg problem: Do we blame the internets legacy pipes for the opacity, complexity and intolerable friction in digital marketing? Or do we blame entrenched interests in the industry for failing to deliver something better? Either way or both, ours is an industry that has tended to meet intermediation and complexity with more intermediaries and greater complexity. The result is, unsurprisingly, a mess. Far too often, there is a disconnect between (1) value provided and (2) cost. A disconnect because thorny, practical realities can impose economic risk or other challenges. A disconnect because pricing models can obfuscate practical realities (with good intentions or bad). A disconnect because obfuscation is an invitation to Continue reading >>

Ad Tech Disrupted: Accountability And Transparency With Blockchain > Events: New York 2018 | Calendar / Advertising Week

Ad Tech Disrupted: Accountability And Transparency With Blockchain > Events: New York 2018 | Calendar / Advertising Week

Ad Tech Disrupted: Accountability and Transparency with Blockchain IAB Tech Lab recently revealed its Blockchain Working Groups program to demonstrate the application and value of blockchain technology for digital advertising. Ad Ledger is a nonprofit research and development consortium charged with implementing global technical standards and solutions for the blockchain advertising industries. Hear from the Ad Tech companies at the forefront of these initiatives, and learn how blockchain will bring transparency and accountability back to the industry, and ultimately reshape advertising. What You'll Learn from This Session... How is blockchain going to advance media transparency and accountability? Meet the Ad Tech companies at the forefront of blockchain powered ad solutions. From reducing click fraud to immutable customer identity, what's possible with blockchain ad tech? How is blockchain going to advance media transparency and accountability? Meet the Ad Tech companies at the forefront of blockchain powered ad solutions. From reducing click fraud to immutable customer identity, what's possible with blockchain ad tech? Continue reading >>

Blockchain Ad Tech Can Solve Online Advertisings $20bn Problem

Blockchain Ad Tech Can Solve Online Advertisings $20bn Problem

With over 600m websites and 4bn active users, nothing beats the internet when it comes to exposure. Companies spend more of their advertising budget on online ad campaigns year-on-year, than on print or television adverts. In 2016, online ad expenditure surpassed broadcast and cable television in America, for the first time. From small beginnings, online advertising ballooned in size and value over the past two decades. Between pop-ups and banners on websites as well as commercials in between clips, companies will spend a total of $269bn on digital adverts in 2018; the figure is expected to rise to $335bn in 2020. But theres a problem: the sector suffers from large-scale, systemic fraud. Websites use bots to artificially inflate a featured adverts impressions; bad actors masquerade as premium publishers to claim higher fees; a complex, inconsistent supply chain makes it impossible for companies to understand an ad campaigns effectiveness. The problem is a big one: Juniper Research estimates ad fraud will cost marketers $19bn in 2018. Earlier this year a collaborated report from The Guardianand Google found that without safeguards, unauthorized exchanges quickly sold Guardian ad space, or inventory, without sharing any of the revenue with the newspaper. The Guardianeven took one of its own advertising vendors, the Rubicon Project, to court last year after it introduced a new fee without disclosing it to the newspaper. Every single ad campaign in 2015 had been served to bots, in a review by the Association of National Advertisers. In 2016, the World Federation of Advertisers estimated 10-30% of online advertising slots were never seen by real people and predicted it could become a $50bn problem by 2025. Because they benefit from higher impressions, middlemen in the suppl Continue reading >>

Blockchain Ad Tech. The Big Promise Of A Bright Future For Digital Advertising

Blockchain Ad Tech. The Big Promise Of A Bright Future For Digital Advertising

Blockchain Ad Tech. The Big Promise of a Bright Future for Digital Advertising Blockchain Ad Tech. The Big Promise of a Bright Future for Digital Advertising If you still havent heard of blockchain, distributed ledger, cryptographically secured chains and smart contracts, we strongly recommend you to read this article. Get to know the key trends, challenges, and opportunities of the blockchain-based systems that may impact your business strategy in 2018. Blockchain is a digital ledger ("digital node") with data that is replicated, synchronized and shared across multiple servers, computers and users all around the world. The data is stored in a chain-like configuration where the history of every transaction is bundled into blocks, which can only be built upon, but never altered or copied. It is a peer-to-peer network of members that verify every transaction, record it publicly and chronologically. The blockchain network is opposite of the centralized financial systems that have a traditional consolidated repository of all clients transaction data. The single owner of the database is extremely vulnerable because all the information is stored in one place, which makes it easy for cybercriminals to hack into. With blockchain, you may say that data in a distributed ledger belongs to everybody and nobody at the same time. If somebody would try to hack the system, they would need to change data in the majority of participants, which is nearly impossible since there are thousands of them. All the members using blockchain keep the digital ledger up to date, therefore the network is incorruptible. Why Digital Advertising Industry Needs Blockchain? Digital advertising ecosystem is a massive network of DSPs, SSPs, ad exchanges, ad networks, data management platforms, ad servers, a Continue reading >>

Blockchain For Advertising

Blockchain For Advertising

Blockchain, best known at this point in the context of financial markets, is the technology underpinning Bitcoin, with many innovative uses. Blockchain is an immutable, distributed ledger or record of transactions between a network of participants. The entries in the ledger are governed by pre-defined rules and validated by the network. The network can be public like bitcoin or private with only select participants. What are the benefits of blockchain in the media and advertising space? Given the complex nature of the digital advertising supply chain, blockchain technology can offergreater efficiency, reliable and high-quality data. Blockchains can create a more efficient medium by which two or more completely anonymous orsemi-anonymous parties can complete various types of transactions potentially at a low cost. Since blockchains are decentralized peer-to-peer networks, there is no single point of failure andno single access point for malicious hackers. Thus, it enhances safety and security for data. This ability to keep a fully verifiable and immutable ledger or database that is available to allmembers of the blockchain provides a layer of trust and transparency that isnt alwaysavailable within media and advertising processes. While blockchain will not cure all of ad techs problems, it can be beneficial in situations wherethere is censorship and both sides of the supply chain (i.e. publisher and advertiser) are disadvantagedby not having access to that information. Continue reading >>

What Blockchain Means For Ad Tech

What Blockchain Means For Ad Tech

Register to become a member today. You'll get the essential information you need to do your job better, including 7 free articles per month on Ad Age and Creativity Ability to comment on articles and creative work Access to 9 custom e-newsletters like Ad Age Daily, Ad Age Digital and CMO Strategy To get unlimited content and more benefits, check out our Membership page We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Already a member? Log in or go back to the homepage . possession meant holding something in your hand. Over the past two decades, a series of disruptors created a digital society, where the most salient feature is the ability to copy. But soon, every industry will face the blockchain disruption -- a new paradigm where ownership of digital material can be transferred without making a copy. What will this world look like? Cryptocurrencies like Bitcoin provide a clue. Without blockchain technology, Bitcoins could be counterfeited as easily as copying computer code. The critical breakthrough of blockchain technology is the use of a consensus mechanism, across multiple entities, to create an immutable, distributed ledger -- a transcript where rules can be transferred, but never altered. This is how Bitcoin allows strangers to transfer electronic cash without middlemen. Bitcoin is only one application of blockchain technology. According to one study , 15% of banks and 14% of financial market institutions intend to implement full-scale, commercial blockchain-based services this year, and those adoption rates are expected to reach 65% within three years. Meanwhile, the FDA and IBM's Watson Health are exploring ways to use blockchain to build a patient data exchange to create an audit trail of Continue reading >>

Blockchain For Ad Tech: An Anti-fraud Panacea Or Placebo?

Blockchain For Ad Tech: An Anti-fraud Panacea Or Placebo?

Blockchain for ad tech: an anti-fraud panacea or placebo? Blockchain for ad tech: an anti-fraud panacea or placebo? A lot of buzz has been devoted to blockchain in ad tech this year, but marketers are still uncertain how to separate whats real and whats not. The state of ad fraud revealed overwhelming statistics during the last couple of years. According to them, billions of ad spend regularly goes to waste because of the bot-traffic, click-fraud, and installs hijacking. As a result, brands barely receive 44 cents out of one dollar investment they make in digital advertising . Recently, digital ad fraud has been called the most profitable criminal activity that brings no less than 2500-4100% returns to fraudsters. Meanwhile, an increased interest in blockchain has been vivid on all kinds of media, social networks, and economic forums so the subject inevitably penetrated ad tech. However, as Google Trends illustrates, the real rise of the topics popularity could be observed starting from 2016 until the time when the first blockchain-based ad platforms were launched on the market. Since then, ad techies and marketers have been relentlessly discussing the opportunities that, in their opinion, can drastically change the ad market, clearing it from intermediaries, fraudulent traffic, and inflated prices. Despite the obvious hype, so far blockchain ad solutions are still rather a rarity than a common trend. Is the topic way too overestimated, or is the advertising world standing on the threshold of finding a real panacea? In order to answer this question and steer clear of myths, first of all, its important to understand the core of technology and the stage of implementation progress. To start off with, blockchain ad platforms are really different because of the information Continue reading >>

Let's Try To See Clearly On Blockchain For Advertising

Let's Try To See Clearly On Blockchain For Advertising

Register to become a member today. You'll get the essential information you need to do your job better, including 7 free articles per month on Ad Age and Creativity Ability to comment on articles and creative work Access to 9 custom e-newsletters like Ad Age Daily, Ad Age Digital and CMO Strategy To get unlimited content and more benefits, check out our Membership page We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Already a member? Log in or go back to the homepage . Let's Try to See Clearly on Blockchain for Advertising The release of the Interactive Advertising Bureau's Blockchain for Video Advertising white paper has the digital ad industry abuzz . The emerging technology, best known for powering cryptocurrencies, is apparently coming to save us! Forget that much of the conversation last year revolved around AI as the solution to our transparency and fraud woes. Now, we see a raft of claims that it's blockchain, with decentralized power and public ledgers, that will reinvent financial systems and disrupt every industry, including advertising. Much like the talk of AI, today's conversation around blockchain includes a good amount of hyperbole. Still, today's wishful thinking is driving tomorrow's solutions, so it's worth toning down the enthusiasm to see where the real potential of blockchain for advertising lies. The most ambitious vision for blockchain in advertising is that, just like it does for cryptocurrencies, the technology could be used to process digital ad transactions in real time. Unfortunately, the truth is blockchain is simply too slow to work for the real-time aspects of our programmatic trading world. To say that exchanges move at breakneck speed is an understatement. And spe Continue reading >>

Blockchain Is Reshaping Ad Tech Heres The Conversations Well Be Having At The Postback

Blockchain Is Reshaping Ad Tech Heres The Conversations Well Be Having At The Postback

Blockchain Is Reshaping Ad Tech Heres The Conversations Well Be Having At The Postback Conference I find myself continuously excited with the opportunity that we have with the Storm team. The journey has moved very quickly since I started working with Storm first as an advisor last year, and then officially as the head of business development and sales. Even though Storm is early, one thing the world knows is that Storm has solved a large problem. Our Storm app, the solution, with its innovative approach with cryptocurrencies across 187 countries has brought on stellar offers from Uber, AirBnB, Instacart, Coinbase, Hulu, Plarium, Machine Zone and many more. What Im writing about in this post, is the conference Postback. Each year, the worlds top growth marketers flock to Seattle, WA to attend Tunes annual Postback marketing conference. And it is that time of the year again! Next week, Postback will attract hundreds of the brightest minds in growth marketing. The conference will cover hot topics in advertising: fraud, measurement, and ROAS (Return on Advertising Spend) all issues that can be enhanced with blockchain technology. Storm will be sending our key members of the team to share our amazing story. Storms app that enables people to earn anywhere, anytime from any device. We will be there in force to represent the blockchain community and the industrys impact on ad tech. Three key areas where blockchain can helpAdtech. As the EVP of Strategic Business Development for Storm, I am chartered with driving growth and revenue for the company. Many of our strategic partners are advertisers looking to tap into the Storm user base to drive quality user acquisition. And these advertising partners are constantly pushing us with great ideas on how to make our platform better. Continue reading >>

22 Blockchain-based Adtech/martech Companies You Should Know

22 Blockchain-based Adtech/martech Companies You Should Know

September 17, 2018 By Scott Brinker Leave a Comment 22 blockchain-based adtech/martech companies you should know The following is a guest article by Donny Dvorin , general manager of Never Stop Marketing Research, a leading analysis and consulting group focused on blockchain martech providers. Jeremy Epstein , the CEO of Never Stop Marketing , will be keynoting the MarTech conference this October 1-3 in Boston. It was clear to anyone who attended one of the many talks or screaming matches touching on blockchain at Cannes this year that a major technology debate around the future of how advertising will look is gathering steam. Can blockchain technology really bring long-awaited solutions to longstanding issues including lack of transparency, fraud, consumer privacy, fractured measurement, and slow payments? There are passionate believers and doubters on both sides, and the stakes are high enough that seasoned professionals are losing their cool. Whats a marketer to think? The key, at least for now, is patience. Calling a winner in the first inning of the game is pure speculation, and weve barely seen the first pitch. Its as though, suddenly, a new kind of computer has been invented, with fundamentally different rules, and immense promise. Early prototypes have been built, and theyre really good at doing certain things that other computers simply couldnt accomplish. The plans are open source, and companies are starting to build prototypes and solve problems with them. However, the majority of whats been built to support normal computers doesnt work with this new kind of computer, so a lot of infrastructure has to be rebuilt. Its reminiscent of exactly 10 years ago on July 10th, 2008 when the iPhone App Store launched with 500 apps. Today, there are 2 million available a Continue reading >>

Blockchain In Advertising: The Implications For Every Player In The System

Blockchain In Advertising: The Implications For Every Player In The System

Blockchain in Advertising: The Implications for Every Player in the System Todays digital advertising industry faces many challenges, ranging from fraud and lack of transparency to antiquated payment models. Such challenges arent unique to the marketing industry. In fact, many industries, including financial services, are struggling to address these very same challenges. Thats one reason that headlines around blockchain technology are so prevalent these days. Indeed, blockchain technology could revolutionize a number of industries. Nowhere is the promise quite as strong as in programmatic digital advertising. By 2019, Zenith estimates that a full two-thirds of global digital display ad dollars will transact programmatically. Thats billions upon billions of dollars flowing through programmatic pipes. And yet, well-documented inefficiencies, fraud and transparency problems still rage through the systems. A WPP study estimates that more than $16 billion of global advertising revenue was wasted on fraudulent traffic in 2017. Meanwhile, the Association of National Advertisers reports that only 58 cents of every programmatic media dollar goes to a publisher, with the remaining 42 cents being consumed by supply chain data and transaction fees. Blockchain offers a solution to many current programmatic woes. However, as with cryptocurrencies within the financial markets, success hinges on adoption across the ecosystem from advertisers to publishers to ad technology vendors. All players stand to benefit from widespread adoption of blockchain technology, but a lot of confusion still exists as to exactly what blockchain means and what each needs to do to reap its benefits. In this piece, well provide a simple breakdown for all players, depending on where they sit in the ad landsca Continue reading >>

Ad Tech Finally Gets Real-world Uses For Blockchain Through Lucidity, Madhive Deals

Ad Tech Finally Gets Real-world Uses For Blockchain Through Lucidity, Madhive Deals

Ad Tech Finally Gets Real-World Uses For Blockchain Through Lucidity, MadHive Deals Opinions expressed by Forbes Contributors are their own. Media I'm a media/tech/entertainment writer, podcaster, speaker and analyst After years of hype and promise, the ever-so-complicated business of advertising technology has finally found some real-world applications for blockchain technologiesthat can ensure that buyers get the audiences they want and are paying for in automated, highly targeted programmatic campaigns. First cameword this week from Toyota and big ad agency Saatchi & Saatchi that a trial project with Lucidity resulted in 21% better performance fora live, programmatic ad campaign that used a blockchain-based technology system to track and weed out suspect sites and bot fraud. "Before today, there was no way to verify with confidence what's happening behind the scenes in a programmatic buy," said Nancy Inouye, Toyota's national marketing communications manager. "We've had our eyes on blockchain innovation for a long time, but didn't have a workable blockchain solution to implement until now." Separately, big ad-tech company Beachfront , which serves more than 1 billion impressions a month for thousandsof digitalvideo publishers, said it is integrating cryptographic and blockchain-based technology from MadHive into its ad platforms, to provide better targeting during campaigns, as well as post-campaign verification for video ads on connected TVs, the web and mobile devices. "We looked at the entire (ad-tech) ecosystem," said Frank Sinton, Beachfront's president and founder. "We found that everyone is in perfect concept mode today. We wanted to see what could we deliver in real time at actual enterprise scale." MadHive's encrypted data-management platform will be used t Continue reading >>

What Blockchain Can (and Cant) Solve For Ad Tech | Rebel Ai

What Blockchain Can (and Cant) Solve For Ad Tech | Rebel Ai

What Blockchain Can (And Cant) Solve for Ad Tech Blockchain has plenty of useful applications in advertising, but it will still be a few years before it reaches the scale and speed needed to be effective in programmaticadvertising This article originally appeared on AdExchanger.com . Few technologies are riding as high on the hype curve right now as blockchain. With its distributed nature, smart contract functionality and security features, its been heralded as the latest savior to ad techs admitted transparency problems. Though the underlying technology is complex, blockchain is straightforward in concept. Its a specialized, distributed database that contains an ever-growing list of information called blocks. These blocks are continuously time-stamped and verified by a peer-to-peer network. Once added to the chain of transactions, blocks cannot be altered, making it a single, immutable source of truth. The implementation is best known through Bitcoin, the cryptocurrency that uses blockchain as the underlying public ledger of transactions. Beyond Bitcoin, blockchain has lately been applied to a variety of applications in health care, finance and now advertising, with the launch of the first blockchain-based startups . Blockchain has plenty of features that make it intuitively applicable and appealing to advertising like smart contracts and transparent records, but it has limitations as well. Not only is the technology still in its early days, but the scale and speed that programmatic advertising requires means that blockchain-based platforms are still years away, if they arrive at all. That doesnt mean the industry should shy away from innovating and experimenting with blockchain, but understanding its limitations will help us build advertising technology that is susta Continue reading >>

Whats The Latest For Blockchain In Ad Tech?

Whats The Latest For Blockchain In Ad Tech?

Whats The Latest For Blockchain In Ad Tech? Blockchain advertising technology has been surfing a hype cycle thats brought blockchain and cryptocurrencies to mainstream attention . But are blockchain companies ready for the spotlight? And what work needs to be done before marketers or publishers can begin buying and selling media on blockchain-based platforms? It reminds me of early days of programmatic when different DSPs were coming out and people were thinking of different ways to transact in the ecosystem, said David Lee, programmatic group lead at the independent agency The Richards Group. Blockchain solutions for ad tech typically seek to either reconcile campaign results or facilitate supply chain payments. There are many meetings that go into a ditch because people are not reconciling certain numbers, said Josh Herman, Kimberly-Clarks global director of digital marketing and innovation. Tyson Foods is working on blockchain pilots to improve its digital payment and reconciliation cycles because it otherwise takes months or even a year to settle campaign performance data, said Trace Rutland, Tysons director of media innovation. The blockchain-based technology startup FusionSeven originally planned to solve rights management disputes in digital media but shifted to reconciliation, said CRO Michael Jolly. Reconciliation and clearing campaigns [are] a major pain point and will be the first barrier blockchain will actually help clear, Jolly said. Payments are a similarly thorny problem for digital marketers, but they may take a back seat to reconciliation, partly because programmatics payments problem is a result of marketers disputing results (aka reconciliation), but also because many blockchain companies dont want to introduce cryptocurrency features into early-sta Continue reading >>

Can Blockchain Tech Change Adtech? Email Address:

Can Blockchain Tech Change Adtech? Email Address:

At MTA, Chitra creates research-based content that reflects the dynamics of the martech industry. She also lends her expertise to help plan and execute diverse campaigns, events & content strategies on the MTA platform, based on unique client needs. With over 15 years of experience in strategic marketing and communications, she has a great grasp on the way marketing professionals approach technology, their need to evolve and transform as marketers in the digital age, and the challenges therein. Specializing in Content Strategy, Digital Marketing and Loyalty Marketing; and having worked on both the marketer and the vendor side, Chitra has a knack for writing about martech in a way that simplifies this complex landscape for the end-reader, while still addressing the depth and layers of the subject. Chitra has studied media and communications at the London School of Economics and Political Science, UK, and worked at blue chip companies including Timken, Tata Sky and Procter & Gamble (P&G). Digital Ads and User Experience: Frenemies Forever? 11 months ago Blockchain promises many things to potential users- from secure financial transactions to smart contracts, and now, a more transparent and fraud-free programmatic adtech space. Will it succeed in creating a more fair and productive industry? There is no debate about AdTechs big transparency problem. The recent call for reform from all the major advertisers in the world including the top 10 big spenders - on the World Federation of Advertisers (WFA) platform is just the next round in an increasingly adversarial ecosystem. Nothing hurts advertisers like knowing for sure that most of their money is not going into active media . This, coupled with other massively concerning issues such as ad fraud, poor user experience and a Continue reading >>

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