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What Blockchain Means For Ad Tech

What Blockchain Means For Ad Tech

- Read additional free articles each month - Comment on articles and featured creative work - Get our curated newsletters delivered to your inbox By registering you agree to our privacy policy , terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time. Are you a print subscriber? Activate your account . 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 all transactions on an unalterable distributed ledger, and in the process transform the meaning of accountability and transparency in healthcare. The long-term effects of blockchain on ad tech will be a Continue reading >>

Rebel Ai In The News | Rebel Ai

Rebel Ai In The News | Rebel Ai

Rebel AI CEO Manny Puentes recently talked to top industry publications about the potential ofblockchain to changedigital advertisingand its limitations in transacting in real time. Digiday: Why blockchain faces an uphill battle in fixing ad techs transparency problems Blockchain works in a decentralized format where networks around the world verify transactions. The computing power needed to pull off this verification and encryption is immense, which is why transaction validations take at least 10 seconds and sometimes take over a minute, said Manny Puentes, founder and CEO of Rebel AI, an ad tech firm that has a patent-pending product that uses blockchain to fight domain spoofing. Each handoff must be validated, so if a campaign involves an SSP , exchange, DSP and retargeters, each middleman will compound the latency. Meanwhile, programmatic buying is supposed to occur within milliseconds. AdExchanger: The Marketers Guide to Blockchain Blockchain, an unmodifiable and unbreachable digital ledger, was conceived 10 years ago to support the cryptocurrency bitcoin. But it has since seeped into new categories, jumping from finance to health care and, more recently, digital advertising. Its doing so with the backing of big companies like IBM and Comcast, as well as smaller startups like MadHive and Rebel AI. How Passport by Rebel AI Secures Ad Delivery Passport works by tagging an ad with its intended destinations (e.g. cnn.com) . The ad can be delivered with a virtual direct connection, even as it travels through the complex advertising ecosystem. When the ad displays on the correct domain, a verifying signal is sent back to Passport to decrypt the ad. Continue reading >>

Think Labmatik

Think Labmatik

This Digiday Research Paper explores what it takes to oversee in-house programmatic operations. Is it worth the investment in talent and tech? What does it really entail? Labmatik and the WFAs Digital Governance Exchange have co-authored this practical guide for WFA member companies to ensure responsible data use across the entire digital advertising value chain. While the economics might point to in-house as the way to go, marketers will still need to cross a big chasm to make the shift worthwhile. What Game Theory Can Teach Us About Media Budgets, Agency Reshuffles And Attribution How Market Design Predicts Agency RFPs And Budget Cuts Leveraging Your Programmatic Future By Taking Control Today How a Wine Brand Advanced Digital Ad Measurement An ideal study for the value of programmatic change A new era is unfolding as marketers increasingly take matters into their own hands by insourcing new skills, right-sizing their ad stack and re-imaging how to get the advertising job done. Given the fiduciary relationship between advertisers and their media agency partners, both sides are looking to better understand and modify existing disclosure clauses. Through a clear lens, brand decision makers are better equipped to figure out for themselves if going in-house makes sense for the particular advertising job they are trying to get done. Boiling Down Rebategate, With An Eye Toward Equilibrium In light of the ANAs Media Transparency Initiative Report , marketing leaders are considering how to cut through all the industry-level information and understand what it means to them as individual brands. Growth in ad blocking has been the topic du jour in the advertising trade press and it is rightly fueling fears across marketers and publishers alike. Continue reading >>

Blockchain Basics: What Digital Marketers Should Know | Marketingprofs

Blockchain Basics: What Digital Marketers Should Know | Marketingprofs

You might have heard the term "blockchain," and you might even know how it works (kind of). But how is blockchain fundamentally going to change marketing as we know it? The rumors are trueblockchain is here to stayand it's time to truly understand its scope and impact. First things first: blockchain is not synonymous with Bitcoin. Now let's get to the basics before we move ahead: Blockchain is the technology that enables cryptocurrency to exist. Essentially, it records cryptographically bound transactions between peer-to-peer networks. Blockchain's security works because it's encrypted and decentralized. Cryptocurrency is the method of exchange, such as the US dollar , in digital form. Cryptocurrency involves encryption techniques to regulate creation of monetary units and to verify the transfer of funds. Bitcoin is the best-known type of cryptocurrency. Blockchain technology was invented for this type of currency, but there are other currencies, such as Ethereum, Ripple, and Litecoin. Here's a fun video from PCMag that explains how Blockchain works: Membership is required to access the full version of this how-to marketing article ... don't worry though, it's FREE! Continue reading >>

Debunking Common Blockchain-saving-advertising Myths

Debunking Common Blockchain-saving-advertising Myths

Debunking common blockchain-saving-advertising myths Like with any overhyped topic, the buzz around blockchain and cryptocurrencies is blurring the lines between fact and fiction. Ongoing problems like bot fraud, ad misplacement scandals and the long-criticized opacity of the programmatic ad trading ecosystem have led businesses to latch on desperately to blockchain as the potential cure that can fix what many have described as a broken advertising model. There are some positive use cases for blockchain, like how it can be used to track financial transactions as money through the programmatic supply chain. But a lot of the noise around how the technology can be applied to advertising and media is just that: noise. Heres a look at myths about blockchains use within advertising. Myth: Its the panacea for fixing ad fraud Using blockchain to fix the issues of ad fraud and transparency sounds great in theory, but its probably too good to be true. For starters, blockchain works in a decentralized format, where networks around the world verify transactions. Given the speed at which ad transactions occur (hundreds of thousands per second), blockchain cant yet validate transactions fast enough, creating latency problems. To counter this, some ad tech vendors are aggregating ad transactions into one block to create a single transaction. That means the data is aggregated, so the transparency is already under question there, said Elena Yegorova, CTO at ad tech firm London Media Exchange. Another barrier: Everyone in the value chain needs to apply blockchain software to achieve full transparency in digital ad transactions. Otherwise, it will only be a snapshot of transparency, Yegorova added. Because its costly to implement, many industry observers believe its unlikely that every b Continue reading >>

What B2b Content Marketers Should Know About Blockchain

What B2b Content Marketers Should Know About Blockchain

What B2B Content Marketers Should Know About Blockchain Blockchain has the potential to disrupt B2B content marketing. Learn the 4 ways marketers can integrate blockchain in their content marketing, from engaging customers to attracting influencers. Blockchain for B2B content marketing is in its beginning stage, particularly because the industry is still developing. However, blockchain technology is evolving quickly, and it may become one of the biggest disruptors to B2B content marketing. Blockchain's transaction model can be used to track and connect influencers, writers, content creators, and advertisers to brands that sell, share, analyze, develop, and distribute content. These capabilities are particularly promising for B2B content marketing Because blockchain is decentralized - there is no middleman that can alter it - it is an inherently more trustworthy way to track transactions, including content. This article explains blockchain, and explores 4 ways B2B marketers can integrate blockchain into their marketing initiatives: Originally developed in 1991, blockchain's original purpose was to provide a record of ownership of digital assets. Blockchain's name is derived from two parts block and chain: When a transaction or asset is first created, it forms a "block." The block is then added to the "chain" and recorded in a ledger that is distributed across connecting locations. Ultimately, the block lives in the chain and is unalterable and cannot be deleted. In 2009, with the advent of Bitcoin, blockchain technology became a transparent and secure way of financial exchange. Can a Blockchain-Based System Work With B2B Content Marketing? While the blockchain industry is still developing, the ability to share secure information through the blockchain means that startup Continue reading >>

Why Digital Advertising Is Experimenting With Blockchain

Why Digital Advertising Is Experimenting With Blockchain

Why digital advertising is experimenting with blockchain Blockchain is synonymous with crypt0-currency, but a swathe of new efforts want touse blockchain to solve many of digital advertisings problems with fraud and transparency. Last week, adtech company MetaX launched adchain, a use of the blockchain ledger to essentially tag a piece of creative and then follow it on the internet to figure out whether it was seen, who saw it, where it actually ran, conversion rates and how budget was spent along the chain. Ken Brook, the CEO of MetaX, said the company began experimenting with blockchain tech two years ago. But it was the emergence of ethereum, an open software program based on blockchain that lets you use the technology for things beyond bitcoin that made this particular use case possible. Blockchain, best known so far in the financial space as the technology underpinning bitcoin, is essentially a massive, shared Excel sheet that can have many uses. These range from figuring out whether tuna is sustainably fished to whether the handbag you bought is counterfeit. But in advertising , the theory is turning into practice thanks to a host of different companies all using it to track ad impressions in digital media. The key is that blockchain, and adchain, theoretically lets multiple parts of the industry work together with no dependency on one partys data. If its immutable and decentralized, then you can align incentives, said Brook. Right now, adchain will embed a tracker in the xml of a creative asset and in real time, show you who is watching it or if viewability standards arent being met. Heres what that theoretically looks like in the adchain if its about figuring out if an impression was real: A buyer buys an impression, which is encrypted in a block, and then broa Continue reading >>

Agencies Are Hopping On The Blockchain Bandwagon

Agencies Are Hopping On The Blockchain Bandwagon

Agencies are hopping on the blockchain bandwagon In March, Horizon Media hosted a blockchain summit and brought together platforms to discuss how they are working with the technology. The conference was meant to educate the agency about blockchain as much as enthuse its publisher clients. Horizon Media had been dubious about whether blockchain a ledger that encrypts information for secured sharing and allows an advertiser to track how media makes its way to the media owner could deliver on its potential use case of eradicating ad fraud in the media supply chain. Everyone was asking about it, but not really sure what it was about, saidEric Warburton, vp of ad operations at Horizon Media. What was made clear after this was that blockchain is way too new and its going to take testing. Horizon Media isactively seeking clients that want to test the technology on future campaigns to determine whether blockchain can stamp out ad fraud. Horizon Media isnt the only agency jumping on the blockchain bandwagon. Havas, GroupM, Droga5, The Marketing Group, 360i and Huge say they are working on implementing strategies with their clients for the same goal, but overall, they arent disclosing details. Yet marketers question whether the technology can be used eliminate ad fraudand say its simply another shiny object that agencies are capitalizing on. Realistically, its more conceptualthan it is practical, said DavidEisenman, CEO ofMadwell, a Brooklyn-based creative agency. Were really not seeing advertising companies using it or media being deployed on blockchain in a serious way. I think people are taking advantage of the amount its in the spotlight right now. So far, most use cases for blockchain lie in supply chain management and financial services. Droga5, for instance, is working wi Continue reading >>

Cheatsheet: Blockchain Is Coming To Programmatic (sorta)

Cheatsheet: Blockchain Is Coming To Programmatic (sorta)

Cheatsheet: Blockchain is coming to programmatic (sorta) Blockchain which originated in financial services and is essentially an open ledger (a massive spreadsheet) of transaction data is a new ad tech solution in town. Its promise is to provide advertisers more transparency and solve problems related to ad fraud and brand safety . The underlying technology of blockchain is sophisticated, but how it works is straightforward. In its simplest form, blockchain works as a community. For instance, if a brand buys inventory from 10 publishers programmatically, the 10 publishers, the supply-side platforms that those publishers work with, the advertisers media agencies, demand-side platforms and the brand itself could form a group where members have different levels of access to a ledger. Pavel Cherkashin, co-founder and CEO for Blockchain Programmatic Corporation, explained that the multiple access levels allow only authorized parties in the transaction to access the data for audit purposes, while the remaining members have access to aggregate data for analysis and modeling purposes, etc. Transactional data is encrypted to ensure its protection. Each member of the network is a node storing a certain amount of data on their servers and earning rewards, or tokens, for processing this data, said Cherkashin. They also conduct the audit and crowdsourcing of the data to ensure its accuracy and compliance. Blockchain is still in its early days, but some industry initiatives use it . For instance, Nasdaq said in March that it is providing blockchain technology to power a startup called the New York Interactive Advertising Exchange that trades guaranteed advertising contracts, while the Interactive Advertising Bureaus Tech Lab formed a blockchain working group in September led by Grou Continue reading >>

What's A Blockchain? And How Could It Change Marketing & Advertising? - Martech Today

What's A Blockchain? And How Could It Change Marketing & Advertising? - Martech Today

Stay marketing and tech-savvy. Get the latest in martech - subscribe to MarTech Today. Whats a blockchain? And how could it change marketing & advertising? With promises of smart contracts, global and secure payment systems, token-based communities and transparent record keeping, blockchains are hot. From Consensys white paper on blockchains While the jury is still out on Bitcoins contribution to civilization, the digital currency has introduced us toat least one promising technology. Called blockchain, its the infrastructure behind Bitcoins. Its advocates hail it as the most revolutionary technology since well the internet. Don and Alex Tapscott, authors of a 2016 book called Blockchain Revolution, offer this definition: The blockchain is an incorruptible digital ledger of economic transactions that can be programmed to record not just financial transactions but virtually everything of value. Put another way: blockchain tech is frequently described as a shared spreadsheet or ledger than is maintained simultaneously across thousands or even millions of computers, with no central data storage. Every part of the peer-to-peer network verifies every incoming transaction, which becomes a new block of data that gets added to the blockchain, so the recorded value is available to everyone on the network. Fans of the technology cite its efficiency as a global network of value exchange, the fact that it has no single point of failure, its very high level of security and its ability to generate value for its community of keepers. An interesting white paper from blockchain firm Consensys points tothree inherent fairness advantages of blockchain tech: Everywhere is the same, because a blockchain has no center. The record is permanent to protect transactions, [offering] extremely st Continue reading >>

Blockchain: Bringing Integrity Back To Ad Buying

Blockchain: Bringing Integrity Back To Ad Buying

Blockchain: Bringing IntegrityBacktoAdBuying Blockchain: Bringing Integrity Back to Ad Buying Tackling Ad Techs Biggest Challenges With the Technology Behind Cryptocurrency In 2017, marketers will spend $83 billion in digital advertising, an increase of 15.9 percent from the previous year. As the market has grown, advertisers, publishers, and users have all faced growing pains as a result. A solution has emerged from an unexpected place that could reduce ad fraud, deliver better targeted ads, and reduce wasted ad spend among other issues Bitcoin. Despite any feelings you might have about Bitcoin, the underlying technology, called Blockchain, has captured the imagination of entrepreneurs and established businesses as a revolutionary technology with implications far beyond cryptocurrency. Blockchain is a distributed ledger that was invented to support the Bitcoin cryptocurrency. Heres how it works: Blockchain is revolutionary because it requires no middleman to facilitate transactions, and its more secure because copies of the ledger are verified and must be agreed upon across the system. In simpler terms, since no central authority owns the ledger, each party involved can track the progress of their transaction and trust theyre all seeing the same, correct information. In Bitcoin, each block is a financial transaction, but with Blockchain, these individual blocks could be anything. Whats more, each block can be programmed to adhere to rules, creating some interesting automation opportunities. A great example of this is a smart contract, where a Blockchain-based contract between two parties could automatically pay out funds when the conditions programmed into the contract are met. Think about how a vending machine works it self-executes code to release a particular item Continue reading >>

How Blockchain Is Used In Media And Advertising

How Blockchain Is Used In Media And Advertising

How blockchain is used in media and advertising It suddenly feels like blockchain is everywhere and that includes media and advertising. Heres what to know. Blockchain is the technology that underpins cryptocurrencies like bitcoin; its essentially a massive Excel sheet that operates in a decentralized network format. That means that the data can have large amounts of information that can be transmitted and added onto, without compromising on security. You cant change the blockchain and for data purposes, not one person or entity can destroy it. Blockchain is not bitcoin. While thats what it is best known for, bitcoin is basically a digital currency that operates on blockchain. The blockchain developed for bitcoin was developed specifically for it which is why other uses for it were only developed much later. And while bitcoin works because it is anonymous, blockchain for other types of businesses dont have to be anonymous. In fact, they shouldnt be: Participants are able to tell where data came from so they can trust that its real. Monetization: This week, blockchain content distribution platform Decent announced the launch of Publiq, a rewarding process that will let writers and creators distribute content on the blockchain and get paid immediately. Advanced TV: A new technology by Comcasts advanced advertising group lets brands make ad buys on both broadcast and OTT TV using blockchain technology. The group, which has brought together Disney, Altice USA, the U.K.s Channel 4 and TG1 Group in Italy, plans to in 2018 let marketers, publishers and programmers share data without having to pool it in any one place. A CPG marketer, for example, would be able to use data from a content producer like Hulu to understand how to target its ad buys without receiving the actual da Continue reading >>

Hope Or Hype? 5 Blockchain Shortcomings Adtech Must Address

Hope Or Hype? 5 Blockchain Shortcomings Adtech Must Address

Hope or hype? 5 blockchain shortcomings AdTech must address Blockchain is making such rapid inroads across industries its impact is being compared to that of the internet. In general terms, the ledger technology allows for secure online transactions of all varieties without need for middlemen of any kind, quickly and transparently tracking the movement of assets while reducing the risk of fraud. Many expect AdTech to be among segments to benefit, since blockchain could make a dent into ad fraud, reduce burdensome manual tasks and cut into the piece of the pie taken by middlemen and attribution complications. But others believe serious complexities will need to be overcome first. Among immediate needs cited by analysts: 1. It must find a way to pick up the pace.The strongest real-time ad marketplaces handle some 5 million transactions per second, and todays blockchain solutions can handle less than a third of that. Real-time bidding needs to ramp up; however, Blockchain is decentralized, so a single company cant just invest in a supercomputer and expect blockchain to work faster, notes Ross Benes on Digiday.com . A speed boost would require thousands of people to upgrade their hardware, which isnt economically feasible right now. 2. It needs standards.Because of blockchains swift advent into AdTech, theres little industry-wide consensus as to what constitutes quality. Thats particularly true of private and consortium blockchains, and it causes confusion in judging viewability, target demographics, brand safety and a multitude of other factors. 3. It may not solve transparency issues.Blockchain is being proposed as a means of listing authorized inventory brokers and resellers to effectively rout out fraudulent players. But many are skeptical that the process will be that Continue reading >>

What Blockchain Technology Means For The Future Of Digital Marketing

What Blockchain Technology Means For The Future Of Digital Marketing

What Blockchain Technology means for the future of Digital Marketing Blockchain technology is a revolutionary software which is expected to be the next big thing, as various industries are trying to forecast its effects and adopt the technology. It is a disruptive technology which is highly transparent and decentralized. Blockchain technology is nothing but a huge database with blocks of data connected to one another forming a chain. The data stored is available to all the users and it is regarded as a highly secure system because of its transparency. Making changes in the database are next to impossible as it must be reviewed by all the users for consensus. How is Blockchain technology going to affect Digital Marketing? Blockchain technology is designed to overcome the challenges posed by the various intermediaries like channels, devises etc. in digital marketing. Invaluable data regarding return on investment in marketing and advertising is lost in the digital ecosystem without proper tools to measure outcomes. Blockchain technology provides multiple data points. These insights allow marketers to have a complete view of customer preferences, purchase patterns, popular conversion routes, market segments, etc. How this works is when online customer traffic data is stored in one block and offline purchase data is stored in another block, it is easier to measure the conversion rate of prospects to clients. Marketers will then have access to enhanced Digital Marketing analytics, which will result in a robust lead generation system. This will enable marketers to engage customers and retain them at lower customer acquisition costs. Based on these insights, digital marketing campaigns can be launched to get the maximum positive effect. It also helps marketers to know if thei Continue reading >>

Blockchain: Its Great, But Is It What The Industry Needs Right Now?

Blockchain: Its Great, But Is It What The Industry Needs Right Now?

Blockchain: Its great, but is it what the industry needs right now? Last year saw blockchain come to the forefront of marketing conversations as a potential solution for the problems faced in digital trading Mumbrella editor Eleanor Dickinson looks beyond the hype First it was virtual reality, then the robots and now blockchain has become the marketing industrys latest mot du jour. And like with any trending term, there comes a plethora of companies and spin explaining how said technology is going to revolutionise the industry as we know it. Marketers have been down that road many times before: it was only two years ago, drones were going take over the world. And you dont see many of those these days. However, while its easy to dismiss many buzzwords as little more than trendy gimmickry, it is undeniable that the idea behind blockchain has roots in serious concerns for the industry.For the past two years issues ranging from ad fraud to brand safety and a lack of transparency across digital ad trading have dogged marketing conversations. To quote Digiday , blockchain is essentially a massive Excel sheetthat means that the data can have large amounts of information that can be transmitted and added onto, without compromising on security. As a visible digital ledger of economic transactions, the technology has been touted as a supposed cure-all for everythings thats murky in digital trading. But is there really any substance behind the sentiments? Well, as Gabe Ingalls, the APAC marketing director of technology company Iponweb, says, while marketers hearts are in the right place, the technology is not. Today, the majority of ad-tech companies building blockchain solutions are still only in proof of concept or beta stage. And the technology is not even close to being able Continue reading >>

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