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Iab Tech Lab Launches Blockchain Pilot Program To Provide Foundation For Future Standards & Best Practices

Iab Tech Lab Launches Blockchain Pilot Program To Provide Foundation For Future Standards & Best Practices

IAB Tech Lab Launches Blockchain Pilot Program to Provide Foundation for Future Standards & Best Practices IAB Tech Lab Launches Blockchain Pilot Program to Provide Foundation for Future Standards & Best Practices Initiative Explores How the Technology Can Improve Advertising Automation, Tapping Into Member Companies FusionSeven, Kochava NEW YORK, NY (July 17, 2018) Today, the IAB Technology Laboratory revealed details into its Blockchain Working Groups pilot program to demonstrate the application and value of blockchain technology for digital advertising. The initiative will provide a real-world mechanism for testing blockchain-based products and services, with a goal of applying learnings to develop an industry whitepaper outlining best practices and ultimately to develop standards to support the application of blockchain technology. Several members of the IAB Tech Labs Blockchain Working Group are actively involved in the program: FusionSeven, Kochava Labs, Lucidity, and MetaX. Each of their pilots will also include partners from across the supply chain, including advertisers, agencies, DSPs, exchanges/SSPs, publishers, and technology vendors. For example, one pilot utilizes Luciditys Layer 2 infrastructure protocol to verify impressions and provide programmatic supply chain transparency through a neutral, decentralized shared ledgercapable of processing and verifying high volumes of data from multiple parties to reach consensus on the blockchain. Luciditys initial pilot will be followed by a series of pilots including fee transparency, digital publisher signature, and audience verification. In addition, MetaX launched its adChain Registry, a blockchain-driven list of brand-safe sites determined by token holders. FusionSeven and Kochava Labs will be sharing their pi Continue reading >>

Lucidity, Iab Blockchain Advertising Pilot Reveals 48% Of Clicks Wasteful

Lucidity, Iab Blockchain Advertising Pilot Reveals 48% Of Clicks Wasteful

Lucidity, IAB blockchain advertising pilot reveals 48% of clicks wasteful Yesterday, the results of one of the digital advertising industrys first blockchain pilots were published by Lucidity which found that only 52% of clicks could be confirmed. The startup, in conjunction with the Interactive Advertising Bureau (IAB) Tech Labs blockchain pilot program, spent the second half of 2018 authenticating a number of ad campaigns from a dozen advertisers. The aim was to test blockchains capacity to validate advertising events such as impressions and click-throughs and see to what extent the technology could shed light on an ecosystem obscured by too many intermediaries. Lucidity developed its protocol around a layer 2 infrastructure or sidechain. Layer 2 usually refers to data that is stored on a second layer instead of on the top level blockchain. Essentially, what this means is that the protocol can process large amounts of data quickly; something which the top level public blockchain would be unable to do. Scaling and speed are less of an issue on private blockchains, but by using private sidechains Lucidity can still offer some privacy even on a public blockchain. Using its speedier processing, the protocol analyzed the clicks and impressions of each of the ads and verified which were real and which were fraudulent. It revealed an advertising landscape that is filled with wasted money and bot-fraud. Of the 29 million impressions tracked, only 85.9% were verified as non-discrepant. Things were even worse when it came to clicks. There, a staggering 48% were flagged as having discrepancies. Meanwhile, for mobile advertising, a third of in-app mobile impressions were flagged as questionable. However, Lucidity managed to improve things. Optimizations from the blockchain compa Continue reading >>

Iab Details Blockchain Pilot Working Groups For Digital Advertising

Iab Details Blockchain Pilot Working Groups For Digital Advertising

IAB details blockchain pilot working groups for digital advertising US technology lab is looking to test and provide best use cases for blockchain technology in the digital advertising ecosystem Blockchain has gained yet another foot in the adtech door with news that the Interactive Advertising Bureau (IAB) US launching a new pilot program to test and provide best practice use cases in the digital advertising sphere. The Blockchain Working Group pilot program sits under the IAB Technology Laboratory and is focused on testing products and services based on blockchain technology for digital advertising. It hopes to publish a whitepaper looking at best practices which could lead to developing standards to support such applications of blockchain technology in the digital advertising industry. Members actively involved in the IAB program include FusionSeven, Kochava Labs, Lucidity and MetaX, with each piloting emerging blockchain-based offerings with supply chain partners including advertisers, agencies, DSPs, exchanges, publishers and technology vendors. As an example, IAB said Luciditys Layer 2 infrastructure protocol is being used in a pilot to verify ad impressions and improve programmatic supply chain transparency through a decentralised, shared and unbreakable shared ledger. This will be followed by other pilots looking into fee transparency, digital publisher signatures and audience verification. Blockchain technology by definition refers to a decentralised and encrypted ledger platform that can immutably store digital data so it can be securely shared across networks and users. Each transaction it stores is referred to as a block, and each block along with its linkages, are all stored and accessible in the blockchain. The transacting processing technology is the und Continue reading >>

Iab Blockchain Group Helps Technology Come Of Age

Iab Blockchain Group Helps Technology Come Of Age

IAB Blockchain Group Helps Technology Come of Age Pilot programs planned to test blockchain apps in the industry Which came first, bitcoin or blockchain? Did Satoshi Nakamoto, the inventor of both technologies, realize that bitcoin, the much-discussed cryptocurrency, was the perfect application to be built on top of blockchain? Or did he imagine bitcoin first and then realize that he needed blockchains distributed ledger system to make bitcoin work? No one may ever know, since no one, except maybe the NSA , seems to know who Nakamoto is or whether he is even one person. (The rabbit hole of theories regarding Nakamotos real identity makes for fascinating reading). If youve never heard of it or have closed your ears and hummed loudly whenever a self-proclaimed expert starts to explain it, heres as brief a description as one can manage: Blockchain is a digital ledger that parties to a transaction of any sort use to record their interactions. The ledger itself is distributed across many servers, which means that no single party controls the record of the transaction. And it cannot be altered or edited without the knowledge of every participant. Click here for an excellent introduction to blockchain by BakerHostetler partner Laura Jehl. Blockchain technology is slowly but steadily changing the way transactions take place online, and secure and distributed record keeping presents tremendous potential for the online advertising sector. With so many players involved in the marketing supply chain, there are myriad possible combinations of producers and outlets. Blockchain offers a new way of approaching the countless complex transactions that must take place. The Interactive Advertising Bureaus Blockchain Working Group is investigating blockchain applications and related standa 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 >>

How The Iab Tech Labs New Privacychain Could Solve One Of Consent Managements Biggest Problems

How The Iab Tech Labs New Privacychain Could Solve One Of Consent Managements Biggest Problems

Subscribe to MarTech Today to receive news and insights of where marketing, technology, and management converge. Note: By submitting this form, you agree to Third Door Media's terms . We respect your privacy . How the IAB Tech Labs new PrivacyChain could solve one of consent managements biggest problems Now entering a testing-and-comments phase, the blockchain-based PrivacyChain could ease tensions between advertisers, publishers and consumers. Barry Levine on October 8, 2018 at 5:31 pm The IAB Tech Labs visualization of PrivacyChain, where audience = consent record. (Click to enlarge.) The new privacy blockchain proposal announced last week by the Interactive Advertising Bureaus Tech Lab in conjunction with identity resolution provider LiveRamp could solve one of the biggest problems of consent management. Background on the TCF and the Big Issue. In early March, the Interactive Advertising Bureau (IAB) Europe unveiled its Transparency & Consent Framework (TCF). Later co-sponsored by the IAB Tech Lab, which is a separate organization from IAB Europe, the TCF offers a protocol for how advertisers and publishers can track their collection and sharing of consent records granted by consumers to allow the use of their personal data for specific marketing purposes, in a way that complies with the European Unions General Data Privacy Regulation ( GDPR ). A key criticism of the Framework, from such organizations as the anti-ad-blocking solutions provider PageFair , was that it didnt sufficiently track the sharing of user consent records. When a user allows a publisher to use her info for marketing or ads, the consent info is passed via a TCF-suitable consent management platform to vendors who have been approved by the publisher, such as ad exchanges, data management platforms, Continue reading >>

Atlas Protocol Joins Iab Tech Lab Blockchain Working Group

Atlas Protocol Joins Iab Tech Lab Blockchain Working Group

Atlas Protocol Joins IAB Tech Lab Blockchain Working Group Atlas Protocol (ATP) officially announced its joiningofthe Interactive Advertising Bureau Technology Lab (IAB Tech Lab) and its Blockchain Working Group . It will work with Google, Amazon and others on blockchain interactive advertising technology standards. Atlas team, the worlds leading provider of blockchain advertising technology services, has successfully developed Atlas Interactive Ads product platform. With the intentionofbuildinga new blockchain interactive advertising marketing infrastructure, this innovative product enables users to get token incentives by participating in on-chain interactive advertising,and generates targetable user profiles from on-chain data. Joining the IAB Blockchain Working Group will promote further development of Atlas Protocols technology in order to meet global technical standards. The membership of Atlas Protocol in theBlockchainWorking Groupwill give it the chance to share native industry-based solutions to others in the advertising field. Also Read: Sisense Recognized As A 2018 Gartner Peer Insights Customers Choice This will give companies the ability to use Atlas Interactive Ads products when the advertising industry makes technological changes and pivots towards blockchain. The IAB Tech Lab brings together innovators from a variety of different countries. All emphasize business ecology and endeavor to promote safe and secure development in the world of advertising. The IAB Tech Lab Blockchain Working Group is dedicated to investigating how blockchain can be utilized to address challenges in the digital advertising space. It also works to develop standards and best practices for the deployment of blockchain technology. Also Read: Influitive Ranked Number 87 Fastest Gro Continue reading >>

Iab Tech Lab Releases Privacychain For Public Comment

Iab Tech Lab Releases Privacychain For Public Comment

IAB Tech Lab Releases PrivacyChain for Public Comment Blockchain-Based Protocol, Initially Developed by LiveRamp, Will Simplify Consent Management Across Data Supply Chains October 02, 2018 10:00 AM Eastern Daylight Time NEW YORK--( BUSINESS WIRE )--The IAB Technology Laboratory today announced the early availability of PrivacyChain, a blockchain-based protocol and system of record that allows companies to track users privacy consents across complex data supply chains. Introduced for public comment and pilot testing by interested companies, this first version of PrivacyChain was developed by LiveRamp (NASDAQ:RAMP), which is an active member of the IAB Tech Lab. PrivacyChain was designed to solve for a major industry problem: As the data ecosystem has fragmented and companies collect or update hundreds of millions of consents a year, it has become incredibly difficult to ensure that all members of a data supply chain have the most current consents. The protocol will allow companies to more easily manage and control how they handle and share users personal data, while providing users control over opt-in and opt-out. The PrivacyChain specification is based on a shared, immutable, distributed ledger to ensure that participants have a single, consistent, up-to-date view to a consumers opt-ins or opt-outsand will help publishers and advertisers build more trusting relationships with their customers. It will also provide standardized consent management solution which speeds and streamlines deployment for all their partners. In addition, it will simplify companies ability to prove compliance with numerous consumer privacy regulations worldwide, including the California Consumer Privacy Act, General Data Protection Regulation, and the European Privacy Directive, as well as a co Continue reading >>

Results Of Iab Tech Labs Blockchain Pilot Shows How Many Digital Ads Are Seen By Humans

Results Of Iab Tech Labs Blockchain Pilot Shows How Many Digital Ads Are Seen By Humans

A new pilot test for blockchain-powered digital ad campaigns is shedding a little more light on whats already become obvious: Clicks are not always as human as they appear. To better understand how much waste exists in digital campaigns, IAB Tech Lab and Lucidity spent the second half of 2018 running a dozen campaignsfrom brands like Toyota written onto Luciditys blockchain technology. By ingesting signals from all parts of the supply chain and writing them onto a blockchain, Lucidity verified which impressions and clicks were real traffic and which were likely from bid cachinga controversial process of storing bid requests and then using them to bid on other inventoryor bot fraud.The findings paint a picture of the type of waste that exists in the ad-tech ecosystem. Of the 29 million impressions tracked, only85.9 percent were verified using the tracked signals from demand-side and supply-side platforms. Meanwhile, just 59.8 percent percent of clicks could be confirmed as human trafficleaving about 22,000 of 55,000 clicks unaccounted for. Campaigns that moved ad spend away from faulty traffic led to a click-through conversion rate of 22 percent, compared with a 7 percent conversion rate for those that werent optimized. In other words, thecampaigns that didnt change anything attracted three times the total number of clicks, but only one-third the optimized campaigns results. While Toyota was the only brand disclosed as a part of the pilot, Lucidity said there were a number of other major advertisersincluding a movie studio, a beer company and a retailer.Results of the pilot, which were released today, also showed a difference between the match ratesthe process of verifying adsof ads on websites and those inside of apps. The match rate of websites was 96.4 percent, while Continue reading >>

Iab Tech Lab Releases Privacy Blockchain Protocol For Public Comment

Iab Tech Lab Releases Privacy Blockchain Protocol For Public Comment

by Laurie Sullivan @lauriesullivan , October 2, 2018 The IAB Technology Laboratory announced Tuesday a blockchain-based protocol that allows companies to manage and track the consent of personal consumer data across the internet. PrivacyChaingives consumers complete control of the personal information collected about them by companies that sign up to use the technology. When opted in, the data becomes available to retailers, along withtheir advertising agencies and publishing partners that serve the ads. Through the portal, the consumer can choose to opt out or opt in on a variety of topics such as name, email, location,and gender, as well as the retailer's site or marketing partners and publishers. The ledger provides details on who and where the data was shared, including time and date. LiveRampdeveloped PrivacyChain, and donated the code to the IAB TechLab and the working group that standardizes processes. The PrivacyChain specification, which is under review for public comment, isbased on a shared distributed ledger to support privacy legislation in place or coming in the near future. The technology also is available to test through specifications and referenceimplementation. Its about helping consumers, publishers and advertisers to maneuver through a lot of change, said Dennis Buchheim, senior vice president and generalmanager, IAB Tech Lab. PrivacyChain simplifies the ability for companies to prove compliance with numerous consumer privacy regulations worldwide, including the California Consumer PrivacyAct, General Data Protection Regulation, and the European Privacy Directive, as well as a companys own privacy policies. Arthur Coleman, head of research and development at LiveRamp,said the first step is to finish the review of the written specifications to ensur Continue reading >>

6 Benefits To Using Blockchain In Online Video Advertising

6 Benefits To Using Blockchain In Online Video Advertising

6 Benefits to Using Blockchain in Online Video Advertising If youre confused about the basics of blockchainwhat it is and why its seen as so important to the future of online advertisingyoure hardly alone. Thats why the Interactive Advertising Bureau (IAB) has released a whitepaper on the subject. A readable and comprehensive quick-take, the paper not only explains what blockchain is, but details its benefits and use cases for online video advertising. As for the what is, heres a brief explanation from the whitepaper: Blockchain is a ledger, or a database, that is stored in a distributed peer-to-peer network without any central point of control. While special permissions are required to write entries to the blockchain, in most cases, the ledger itself is publicly visible. Once an entry is made to the blockchain, it is pushed out to the network and is immutable, meaning that it can never be changed. So why would ad buyers and sellers need a distributed ledger system? Here are six benefits, abridged from the white paper: Trust. Blockchain provides a proven framework for creating trustworthy interactions between parties who do not necessarily know each other. Trust is ensured because parties cannot mask their identities, and because any transaction involving the exchange of value, or data, is encrypted. Only the parties authorized in the transaction hold the keys. Transparency. Every transaction that is written to a blockchain ledger, or database, is visible to anyone who has access to the chain. Decentralization: No central system, record, or controlling third party is needed Safety and Security. Blockchains are in principal designed to be decentralized, peer-to-peer networks with no central authority or point of controlOnce an entry is made onto a blockchain it is nearl Continue reading >>

Lucidity, Iab Tech Lab Uncover Alarming Fraud, Wasted Spend Through Blockchain Pilot

Lucidity, Iab Tech Lab Uncover Alarming Fraud, Wasted Spend Through Blockchain Pilot

Lucidity, IAB Tech Lab uncover alarming fraud, wasted spend through blockchain pilot Lucidity, a participant in the IAB Tech Lab's BlockchainPilot program, released what it claims are the most complete record of results to date for a blockchain-powered digital advertising solution, according to news shared with Marketing Dive. The report from the digital advertising transparency firm looked at a series of campaigns from over a dozen brands. Lucidity leveraged blockchain to uncover that 14% of the impressions served programmatically during these campaigns were discrepant. Nearly half (48%) of clicks were flagged as discrepant. Only two out of three in-app mobile impressions could be confirmed, with nearly one-third of impressions were flagged as questionable inventory. Overall, impression match rates improved by 13% and click match rates improved by an average of 22% when optimizing campaigns against these discrepancies. For example, one campaign experienced a conversion rate increase of more than 214% by eliminating discrepant impressions and clicks. Even as some of the initial hype around blockchainas a holy grail solution has cooled, the ledger-based technology's potential for improving transparency continues to appear promising. The findings from the new report paint a picture of an online ad ecosystem rife with fraud and bad actors that eat into a significant portion of marketers' digital ad spend. Those issues could be combated by leveraging blockchain to identify discrepancies and then optimizing campaigns against those discrepancies, as Lucidity's early results show. While Lucidity doesn't name the brands it worked with in the release, previous reports have indicated that some heavy hitters are dabbling with the solution.Toyota last fall reported it saw a 21% li Continue reading >>

Iab Tech Lab To Publish A Pilot For Blockchain-based Protocol That Will Simplify Consent Management - Fin Tech - Israel

Iab Tech Lab To Publish A Pilot For Blockchain-based Protocol That Will Simplify Consent Management - Fin Tech - Israel

The Interactive Advertising Bureau's (IAB) Tech Labhas that it haslaunched a pilot version of PrivacyChain, a blockchain-basedprotocol developed by LiveRamp. The aim of this protocol is tosimplify consent-management across complex supply chains and toassist publishers and advertisers in building more trustingrelationships with their customers. The current version isnow The protocol's aim is to assist companies inmanaging and controlling how they handle and share users'personal data. The use of blockchain, in this case,effectively provides a shared, immutable and distributed ledger,which ensures all of PrivacyChain's participants have a single,consistent and up-to-date view of a consumer's opt-ins oropt-outs. As a result, companies will be able to build moretrusting relationships with their customers. The protocolwill also enable them to easily demonstrate compliance with severalprivacy regulations worldwide, including the GDPR. The content of this article is intended to provide a generalguide to the subject matter. Specialist advice should be soughtabout your specific circumstances. Continue reading >>

Will Blockchain Add Another Ad Tech Tax? Iab Tech Lab Intends To Find Out

Will Blockchain Add Another Ad Tech Tax? Iab Tech Lab Intends To Find Out

By George P. Slefo .Published on July 17, 2018. There's no shortage of skeptics and believers when it comes to blockchain technology, but the biggest question as it applies to digital advertising is pretty basic: What actually makes sense? The Interactive Advertising Bureau's Tech Lab on Tuesday revealed details of a Blockchain Working Group pilot program that is designed to answer that question. The effort will provide blockchain companies such as MetaX, FusionSeven, Kochava Labs and Lucidity a real-world environment for testing products and services using the tech. The trade body will later release results highlighting the uses for the tech, the value it provides and best practices. The common understanding that blockchain involves some form of currency, but that's not always true. Essentially, think of blockchain as a database that's stored in the sky, where every person who accesses it also has a copy. Participants need to agree to change the data. It's as if the contact list in your phone was accessible by all your friends. Here, everything is shared and it's impossible to change anyone's information but your own. And when you do change your info, everyone else will have the updated version. In advertising, some say tamper-proof and transparent blockchain logs can eliminate ad fraud, for example. But could it add another so-called ad-tech tax to the equation in the process? Such services certainly won't be free. "It will add small fees," Sam Kim, CEO of Lucidity, which is part of the Tech Lab's blockchain initiative. "But that will pale in comparison to the money saved, recapturing wasted spending from fraudulent impressions and wasted hours fighting discrepancies." Dennis Buchheim, senior VP and general manager at the IAB Tech Lab, isn't sure if blockchain means Continue reading >>

Iab Rolls Out Blockchain Trial

Iab Rolls Out Blockchain Trial

Weve been around since before the dot com bust, which gives us the authority to predict the future (just kidding). But one thing we know, because it has been more a reality than a prediction in the past, is that the IAB under Randall Rothenberg is a powerful industry group that can drive change in the digital advertising industry in the direction it chooses. The last two big changes involved visibility metrics, and verification metrics. Now IAB Tech Lab is moving the industry in the direction of the block chain. The blockchain, a technology that really isnt new but became prominent when Bitcoin, a cryptocurrency built on its technology,, briefly became a store of value last year. When we say store of value, we mean people began to invest in Bitcoin the way they invest in gold or the stock market. Although Bitcoin crashed, blockchain remains as an interesting option fo r the advertising industry because it 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. IAB lists certain benefits: 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 offer greater efficiency, reliable and high-quality data. Blockchains can create a more efficient medium by which two or more completely anonymous or semi-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 and no 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 data Continue reading >>

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