This blockchain is on fire~♫ This blockchain is on fire~♫
Yes, among these months, millions of tech geeks have been crazy about this stuff without sleep.
Blockchain, does it still remain as a buzzword among marketers? I may say, something has happened in our marketing industries.
Blockchain builds trust with ad buys.
One of deficiencies of digital advertising is that it may not be possible to know the accuracy of every piece of data. Whenever counting clicks on sites or followers on social media channels, we may wonder whether the users represent true customers. Are they just bots created by others to intentionally pump up ad clicks, and hence contribute to higher rates artificially? Maybe.
However, blockchain is gonna be the X-factor.
With the help of blockchain, the brand can identify ad deliveries from servers, and allocate them for mining process in blockchains for analysis and fraud mopping. It can further better guarantee the potential for truth and accuracy, particularly in brand safety and fraud prevention in audience targeting, thanks to its decentralised and secure nature.
Last year MetaX partnered with the Data & Marketing Association to launch adChain registry with a cryptocurrency called “adToken,” to incentivize users to decide if a publisher can be whitelisted or not, as well as analysing the accuracy of ad placement amid real-time bidding process. Of course, the technology still has some limitations, and we anticipate its growing maturity to stir the industry in a positive way.
Also, blockchain challenges middlemen, particularly tech giants.
Thanks to tech giants like Google, Facebook and so on, we are offered free search, free mail and free chat services. But the scene behind is you assist the giants to gain thousands of dollars with clicks on ads, and as a marketer you know you can’t stick to these game rules to maximise your company’s exposure via these platforms.
But now blockchain may help decentralise their domination. A new blockchain solution, BitClave offers a decentralized search engine helping users genuinely search what you’re finding and get compensated for your data, instead of passing your asset to advertising networks and tech giants.
Will it be the future direction on search data privacy? Let’s see.
Finally, blockchain catalyses social media monetisation.
Traditional media companies like The Washington Post, The Guardian and The Sun etc. have been acting as fully controlled centralized platforms for writers to distribute their content. In order words, their content or context has to be always screened, which always cripples their width of thought expression, and even block their way towards monetisation.
Steemit and DECENT try to be the precedent vehicles as decentralised content distribution community to gather authors, bloggers, producers and audience together thanks to blockchain technology and cryptographic. In this way these content creators can monetise their masterpiece by sharing information easily and securely in the P2P networks without third party control and intervention.
Will these be the new content Utopia? Marketers, watch out!
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