With the rapid development of blockchain technology, the world has entered the "blockchain +" era, what is "blockchain +"? Simply speaking, it is the integration of blockchain technology with other technologies, or the application of blockchain technology in other industries. For example, ripple (xrp) in the cross-border payment industry, waves (waves) in the smart logistics industry, waykichain (wicc) in sports competition guess, etc. So what happens when digital advertising encounters blockchain technology? Let's take a look.
1.The current major problems with digital advertising:
1.1 From the perspective of the user
A. Nowadays, many users are passively receiving advertisements that they do not like, resulting in rejection of advertisements, and even using some software to block advertisements;
B.The privacy data of users is collected and controlled by large enterprises. It does not have its own privacy rights and there are security risks.
1.2 From the perspective of the advertiser
A. The traffic market was monopolized by traffic giants such as Google and Facebook. The small and medium traffic owners had to form a uniform order for the advertising alliance, which led to the intermediary receiving a high commission.
B. Traffic data is opaque, and many reports and data obtained by advertisers are false, which makes it difficult for advertisers to accurately target the audience.
C. In the process of advertising, as the budget is difficult to track, the information is not transparent, and there is a very high click fraud.
D. Due to the effect of advertising, advertisers who are on the strong side often default on their bills.
2.How does the blockchain solve these problems?
2.1Guarantee data privacy and security
It is no doubt that block-chain’s distributed data collection, storage, and transmission can effectively solve this problem.
2.2 Target accurate customers and get real traffic
Blockchain’s transparent and powerful artificial intelligence algorithm makes the matching efficiency in the more efficient advertising ecosystem to be improved, so as to obtain a good input product ratio.
2.3 Transparent data exchange
A blockchain is essentially a public database that is open to everyone. This database cannot be tampered with by any node. For example, if an ad click is recorded by all nodes, the cost of tampering is very high.
It is reported that the world’s largest beer manufacturer, ABInbev, launched its first campaign through the Ethereum Platform’s Kiip mobile marketing application two weeks ago, and plans to change the digital advertising supply chain through blockchain technology.
This major innovation aims to monitor and eventually expand the coverage of specific advertisements, increase the transparency of the advertising industry, and solve issues such as mobile advertising fraud. This database of activities can be used by all participants in mobile advertising sales.
In short, using blockchain technology to solve some of the shortcomings of the digital advertising industry is feasible, In the online media field, blockchains are promising. What are the prospects? Let us look forward to it.