One of the potential use-cases for Ethereum smart contracts is the decentralization and disintermediation of the traditional advertiser ecosystem.
It's no secret that Facebook and Google maintain an advertising duopoly – it was reported that the pair accounted for 58.9 percent of digital advertising spending in 2017. Even though concerns about how personal data is handled by the companies are bringing that number down, they are still projected to hold the majority of spending. Users of these platforms are considered as a product not as a customer, and their personal data are assets of these companies which are being traded on behalf of them.
These platforms lack transparency and complicate the advertising process. Advertisers turn over their content to Facebook and Google but do not necessarily have a say regarding how the ads will be posted, namely, where the ads will be displayed. Sometimes ads are even rejected. Users as well are not rewarded for their data, time and ad engagement.
Publishers have been looking into blockchain technology in search of a digital advertising solution. Adblockchain delivers a technology which democratizes Advertising industry by utilizing a power of sharing economy. We have built marketplaces with discount offerings sponsored by third party advertisers. With the decentralized and distributed nature of blockchain, the digital advertising space could become a more democratic, transparent endeavor – without the need of intermediaries. Users can monetize their data and ad engagements in return for various types of monetary benefits.
To find out more about Adblockchain and TAD Token refer to Adblockchain and read the White paper.
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