A blockchain startup founded by a former chief security officer at LG Electronics is releasing a decentralized search platform he claims will be more secure for users and more cost-effective for advertisers.
由LG电子的前国家安全官员创建的一个区块链创业公司正在发布一个去中心化的搜索平台，他声称这将对用户更安全，对广告商来说更具成本效益。
Called BitClave, the startup is led by Alex Bessonov, who notably oversaw security controls and research for LG's products in 2015 and 2016, a role where he said he was exposed to how even the most carefully designed technologies can go wrong.
该公司被称为BitClave，由Alex Bessonov领导，他在2015年和2016年期间对LG产品的安全控制和研究工作进行了专门的监督。他表示，他曾经见证过最精心设计的技术出现了错误。
This background, as well as his aspiration to build different kinds of digital systems, eventually led him to create the BitClave Active Search Ecosystem (BASE), a project he began devoting his talents to full-time in late 2016.
这个背景以及他想要构建不同类型数字系统的愿望最终导致他创建了BitClave Active Search Ecosystem（BASE），这个项目他是在2016年底开始全职投入的。
Built on the ethereum blockchain, BASE now aspires to provide an experience akin to a traditional search engine, though one which allows users greater control over how much data they share with advertisers while providing businesses with a more fine-tuned advertising target.
BASE建立在以太坊区块链基础上，BASE希望能够提供类似于传统搜索引擎的体验，尽管如此，用户可以更好地控制向广告主共享的数据，同时为企业提供更为精细的广告目标。
"I always wanted to create systems where you have full control versus somebody reselling your data," he told CoinDesk.
他说：“我一直想创建一个系统，在那你可以对别人转售你的数据（的行为）进行完全的控制。”他告诉CoinDesk。
And one of the "biggest pain points" for both consumers and businesses is online advertising where the likes of Google dominate.
而对于消费者和企业来说，“最大的痛点”之一就是谷歌占主导地位的网络广告。
He explained:
"You have no say in it and you have no control over your data. On the other hand, if you look from a business's [perspective], you're targeting somebody who Google tells you to target."
他解释：
“你没有权利发出声音，也无法控制你的数据。另一方面，如果你从一个企业的角度来看，你只是在定向一个Google告诉你应该定向的人。”
Decentralized search
去中心化搜索
On a more granular level, BASE creates smart contracts between users and the online advertisers they typically encounter, cutting out the ad middleman.
在更细致的层面上，BASE在用户和他们通常遇到的在线广告主之间创建了智能合约，削减了广告中间人。
"You create your own identity on blockchain by shopping around, doing things on the internet, going to retail shops and so on," Bessonov said, adding:
Bessonov补充说：“你可以在区块链上创建你自己的身份，通过购物，在互联网上做事情，去零售店等待“
"Every time you do something meaningful, this is recorded on the blockchain. It's encrypted with your key so it's private and it’s also anonymized. If you decide to opt into a system and go through a search similar to the Google experience, you can unlock your data."
“每次你做一些有意义的事情，会被记录在区块链上。它使用你的密钥加密，所以它是私有的，它也是匿名的。如果你决定选择一个系统，并进行类似于Google一样的搜索，你可以解锁 你的数据“。
Users are incentivized to use BASE by making searches that are relevant to the advertiser. With each search, a user receives a number of Consumer Activity Tokens (CATs), BASE's dedicated currency, from the online advertiser if the search meets the right demographic.
用户被激励去使用BASE进行与广告客户相关的搜索。 通过每次搜索，如果搜索到正确的信息，用户将从在线广告主那收到一些消费者活动代币（CAT），它是BASE的专用货币。
CAT can then be used for purchases online if a merchant accepts the currency. For example, if a user is searching for a car, they can opt to show data on their location to allow dealerships to advertise to them.
如果商家接受货币，则CAT可以用于在线购买。 例如，如果用户正在搜索汽车，他们可以选择公布自己的地理位置，以允许经销商向他们做广告。
"There'll be a smart contract written by a dealership that will say that criteria A, B and C happened, I'd like to target this person with our advertisement," explained Bessonov.
贝索诺夫解释说：“经销商将签署一份智能合同，当A，B和C发生了，我想用这个广告来定位这个人”。
Ecosystem approach
生态系统
BitClave is now in the process of building an ecosystem around BASE where retailers can create their own search interface.
BitClave现在正在BASE周围建立生态系统，零售商可以创建自己的搜索界面。
So far, the firm claims it's in partnership talks with online retailers to start using the system, and plans to host a crowdsale for CAT tokens later this month to boost awareness among potential users. (BitClave has set a target of having 1 million searches per month later this year.)
到目前为止，该公司声称与网络零售商进行合作谈判，开始使用该系统，并计划在本月晚些时候举办CAT代币众筹，以获取潜在用户的注意。 （BitClave已经设定了一个目标，在今年以后每月有100万次搜索。）
That's an ambitious task, as using Google and Amazon for retail searches has become so ingrained with most web users, but BitClave believes cryptographic tokens have the power to change this behavior.
这是一项雄心勃勃的任务，因为使用Google和亚马逊进行零售搜索已经成为大多数网络用户根深蒂固的做法，但BitClave认为加密货币有机会改变这种行为。
"There's Google, Facebook, and Amazon and then pretty much everybody else," said Bessonov, concluding:
贝索诺夫说：“Google，Facebook和亚马逊还有其他几乎所有人，”总结说：
"We are building an ecosystem where everybody else can participate."
“我们正在建立一个可以让所有人参与的生态系统。”
原文地址：Ex-LG Security Officer Targets Ad Privacy with Blockchain Search Engine
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