Introduction
How many times have you had to close display ads because they constantly got in the way of what you were trying to do on a particular website? How many times have you had to block pop-ups because they just got too irritating to deal with? How many times have you received e-mails from third party advertisers with whom you never shared your personal details? Well, if you ask me, I will say more times than acceptable. In fact, there have been instances when I have had to close down a website because the ads were just too much to navigate your way to any useful information. That is how bad the digital advertising systems have become. While this sector remains and continues to prove lucrative, the user experience seem to be taking an opposite turn.
Did you know that the digital advertising market amounted to US$ 90, 472 million in 2017? In fact, it is expected to hit a whooping amount of US$ 116,077 by the year 2021. The question remains, how is it that a market that continues to grow at a sky rocketing pace is unable to provides better, convenient, efficient and friendly methods of advertising to their user base?
Source: Kind Ads WhitePaper, Statista
The Problem
Most current advertising techniques are simply irritating and inefficient. User information is traded and exchanged among publishers and third party advertisers without regard for their privacy or consent. For this reason, advertisers end up sending ads to uninterested users. Users are not well targeted and these ads may sometimes be seen as irrelevant and irritating.
The second problem is that Publishers find it difficult to make money from their traffic. This is because the most dominant form of advertising today is via display or banner ads. That is, the advertiser compensates the publisher based on how many subscribers have seen a particular display ad. A better way would have been for publishers to capitalize on their subscriber base directly through more effective models such as push notifications. The obstacle however is, Publishers have no way of signalling to advertisers the true quality of their subscriber/lead base. Also, There is no widely used platform where publishers can easily sell access to their subscriber base to Advertisers.
The third problem is that App Partners can’t scale without building a marketplace. That is to say, assuming I successfully developed a new messaging channel through which advertisers could easily reach out to their target population, I would still need to work towards the tipping point of adoption where my app can become profitable. And even if I am lucky enough and my app is preferred by early adoption users, I would still face the headache of getting major publishers and/or advertisers to adopt my technology. This is because the support and backing of reputable publishers and advertisers is key for the widespread adoption of any app. If I am not even lucky, my technology gets copied by my competitors before I get the chance to make anything out of it, sad huh? Well, the good news is finally here and it's called Kind Ads.
The Kind Ads Solution
Kind Ads is a decentralized, tokenized and an Ethereum based advertising platform that is here to change the way advertisers, publishers, app developers and users interact with each other. With this platform, publishers can market ads directly to their subscribers via less intrusive and irritating channels such as e-mails and push notifications. Also note that Kind Ads will cut down advertising cost by 30% or more, an amount that corresponds to fees paid to advertising middle men. This ecosystem has been carefully thought out and designed to revolutionize the digital advertising market place by incorporating the following:
A decentralized quality and reputation score for domains and publishers: This move intends to solve the problem of distinguishing high quality publishers from low quality ones. The Kind Ads protocol introduces an algorithm that will score all publishers based on historical campaign effectiveness and information provided by various oracles such as Google Analytics. This way, it will become easier for advertisers to identify and rent the subscriber base of high quality publishers. It will be possible for a publisher to boost their Kind ads score by staking third parties, running their own internal campaigns or by linking various trusted sources of data.
A decentralized network for advertisers to transact with publishers to gain subscriber access: this is to provide a market place for advertisers to run a direct advertising campaign targeted to subscribers across multiple publishers. This market place will allow publishers to be appropriately compensated in exchange for providing advertisers with quality and targeted subscriber base. Publishers who have demonstrated a record of effectiveness and high quality subscribers will be able to monetize more.
A tokenized rewards pool: Just when you though things couldn't get any better, Kind Ads introduces the Kind token. It is a type of utility token on which the kind Ads economy will run. If an advertiser wishes to procure the services of a publisher for instance, they will have to purchase the kind token, with which they can now pay publishers for their services. Users can also earn kind tokens by availing themselves to view ads. A user may earn more or less depending on the degree of access they wish to give the publisher. If a user, for instance is willing to allow publishers market to them via third parties, they will stand a chance of making more tokens for their flexibility.
A global opt-out list for users: Well, for me, this is one of the most interesting innovations of the Kind Ads ecosystem. If the platform is dominated by inactive or unwilling users, the subscriber base quality of publishers is definitely going to get poor. To prevent this, the platform has made is easy for users who are no longer interested to opt out. Once a user has opted out, advertisers and publishers can no longer interact with them. Users are also able to decide how access they want to give to which publisher. The ecosystem makes it possible for subscriber to specifically monitor what how publishers are using their information, this will enable them distinguish trustworthy publishers from those that are not.
Summary
To conclude, let me say that Kind Ads will revolutionize the entire digital advertising market place. By providing a transparent market place where advertisers and publishers can pay and exchange subscriber access ethically, by cutting out the advertising middle man and by properly compensating the user for viewing ads, Kind Ads provides a win-win situation for all players while maximizing profits for advertisers.
Kind Ads has an all-star team with very strong advisers
For an interview with one of the advisers, Neil Patel, check out this video:
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