金色财经-区块链12月4日消息 据Mary Meeker2017年互联网趋势报告显示：2016年全球互联网广告市场超过1万亿人民币。Google全球广告收入达到5250亿人民币，Facebook全球广告收入为1780亿人民币，两者合计高达7000亿人民币。但是广告行业透明度很低，各环节中的角色互不信任，投放的数据是否真实、广告测算等是否有意义等问题都是行业痛点。
According to Mary Meeker 2017 annual report，the global internet advertising market exceeded 1 trillion yuan in 2016. The global advertising revenue of Google and Facebook were 525 billion yuan and 178 billion yuan separately, the total of them amounted to 700 billion yuan. However, the transparency of the advertising industry is very low, the characters in every link do not trust each other. Whether the data is true, whether the advertising estimates are meaningful or not, all these problems above are the pain points for industry.
而基于区块链技术数据透明、不可篡改的特性，数字广告行业能够重新建立共识机制，帮助多方降低成本，提高营销推广的精准效果。这就使般若ProChain团队将目光转向了区块链+数字广告行业，希望构建颠覆式的广告行业生态体系。
Based on the data transparent and non-tamperable characteristics of block chain technology, the digital advertising industry can re-establish the consensus mechanism to help multiple parties to reduce costs and improve their marketing effect. This allows the ProChain team to turn their attention to the ‘block chain + digital advertising’ industry, hoping to build a subversive advertising ecosystem.
早在2012年，ProChain团队开始接触比特币及区块链技术，并产生了浓厚的兴趣。来自腾讯等工业界公司和清华、中科院等学术界团队成员对于开始对区块链技术进行探索，并坚信区块链技术将改变新一代互联网价值网络。
As early as 2012, the ProChain team began to contact bitcoin and blockchain technology and became interested in them. Both industrial and academic areas such as Tencent, Tsinghua university, Chinese Academy of Sciences started to explore the blockchain technology, and they believed that Internet value network will be changed by blockchain technology.
作为一只更偏向技术类的团队，ProChain的成员们比普通团队更多的思考区块链技术将在哪些行业具体落地，团队成员之间互补的优势、多年合作建立的信任以及区块链技术的逐步成熟使他们最终选择踏上栉风沐雨的创业之路，用区块链技术推动数字广告行业的新生态建立。金色财经有幸邀请般若ProChain团队进行独家专访，以下是专访内容。
Compared with others, ProChain team, a technical-oriented team, thought more about the problem that blockchain technology will be applied to which specific industries in the future. Based on the complementary advantages of the team members, the trust established by years of cooperation, and the gradual maturity of blockchain technology, members of ProChain have finally chosen the path of entrepreneurship, using blockchain technology to promote the new ecology of the digital advertising industry. Golden finance have invited ProChain team in an exclusive interview, the following is the content of the interview.
一． ProChain与巨头共搏产业蓝海 向小额低频广告领域开疆扩土
上月，由外媒曝出的“海盗湾网站在网页中加入数字货币挖矿脚本，希望以此来摆脱页面广告”的新闻引发了不少业内人士的思考。表面看来，海盗湾在寻找为用户开辟无广告模式的捷径，但其实却是在盗用用户的算力。
Last month, the news ,exposed by foreign media ,that the pirate bay website to join the digital currency mining script in the web page, hoping to get rid of advertising pages has prompted a lot of thinking among the industry. On the surface, Pirate Bay is looking for shortcuts for users to create an advertising-free model, but in fact it is actually embezzling the calculating power of the users.
ProChain团队认为：“该模式最大的问题是没从根本上改变广告行业的生态体系，作为网站流量方的客户没有收益。且在用户毫不知情的状态下，电脑被植入脚本，这意味着隐私权的泄露，这种做法在某种程度上与制作病毒侵扰他人账号没有本质区别。海盗湾针对广告问题推出的举措虽是全新，却并非合理。区块链技术的大方向是希望更多人参与其中、享受其中，并最终实现价值传递，而不是被某一个人或者某个方面垄断。”
The ProChain team said: "the biggest problem of this model is that the advertising industry ecosystem is not fundamentally changed, and the customers who are the traffic side of the website have no benefit. Moreover, under the condition that the customers are uninformed, the computer is implanted into the script, which means the leakage of privacy, and this action is not essentially different from making viruses invading others' accounts to some extent. Although the behavior of the Pirate Bay on advertising is entirely new, it is not reasonable. The main direction of block chain technology is to hope that more people can participate in it, enjoy it, and ultimately achieve value transfer, rather than being monopolized by a person or a certain area.
不仅是海盗湾，另一个比较典型的例子是百度旗下的百家号。众所周知，百度百家号为内容创造者提供广告分成、原生广告、用户赞赏等多种变现机制，但百家号本质上是在帮助平台实现广告变现。
Not only the Pirate Bay, another typical example is ‘Baidu Bai Jia’. As we all know, Baidu Bai Jia provides many realizable mechanisms for content creators, such as advertising segmentation, native advertising, user appreciation and so on, but Bai Jia is essentially helping the platform to realize its market value by advertising.
“首先，这些平台之间存在数据割裂的问题；其次，平台们都是在基于中心化的机制做稳定性不强的事情，媒体方从中抽取利益的行为就使其扮演着技术中介的角色。但ProChain作为基于以太坊区块链网络的应用，在不收取中介费用的前提下，希望所有用户都能受益于整个生态系统的发展。DAPP等分布式媒体都将展示广告，用户将能成为这些广告的阅读者，获得收益，并在ProChain生态中逐步完成自身数字营销档案的建立。”ProChain未来会首先寻找低频、高客单价类的广告作为合作商，并将从教育、金融等行业作为切入点进行商业落地。当未来的公链技术更为成熟时，ProChain也将向小额高频类型的广告领域开疆扩土。“没有商业环境的投资都属理想主义”，在诸多区块链团队空谈技术的当前，ProChain却脚踏实地，专注于对接更多的数字广告行业场景。
“First, there is a problem of separating data between these platforms；Then, the platforms are not stable in the centralization of the mechanism. The act of extracting interest from the platforms makes the media play the role of technical intermediary. However, as an application based on Ethereum block chain network, ProChain hopes that all users can benefit from the development of the whole ecosystem without charging intermediary fees. DAPP and other distributed media will display advertisements. Users will be able to become readers of these advertisements, and they can get profits, and gradually establish their own digital marketing archives in the ProChain ecosystem.” ProChain will look for low frequency, high - guest univalent advertising as a cooperator at first. and take the education, finance and other industries as a starting point for business. When the chain technology is more mature in the future, ProChain will also extend territory on the field of small high frequency advertising. “Investment without a business environment is idealistic”, at present, with so many blockchain teams talking about technology, ProChain is down to earth, focusing on docking with more of the digital advertising industry scene.
虽然国内的互联网巨头们正抢占区块链市场蓝海，例如百度金融加入Hyperledger开源项目、京东搭建“区块链防伪追溯开放平台”等，在行业竞争力不断增加的当前，ProChain也丝毫不惧巨头们带来的挑战，并以自己雄厚的实力与独到的观点在竞争日渐激烈的行业中搏得一席之地。
Although the domestic Internet giants are preoccupied with the ‘blue market’ of block chain, for example , Baidu finance has joined Hyperledger open source project, JD.com set up "block chain anti-counterfeit traceability open platform" and so on, With the Increasing competitiveness of the industry, ProChain is not afraid of the challenges brought by the giants. And based on its own strength and unique perspective, ProChain has get a place in this increasingly competitive industry.
ProChain团队直言：“我们与百度和京东一类的大企业不同，他们主做区块链+电商及相关应用，是希望应用区块链技术服务于自己的原有生态，而我们是希望重新构建一个生态并以该生态为基础，服务于其它产品；大公司搭建区块链技术是希望解决内部问题，但由于业务局限而受到各种制约；我们则是从区块链社区的层面进行操作，集中社区力量进行平台建设和生态演进；巨头们做的是用现有成熟业务+区块链，而我们是区块链+，是用区块链技术底层来服务生态，为链上所有产品提供服务。”
The ProChain team said, "we are different from big companies like Baidu and JD.com. They mainly do block chain + e-commerce and related applications. They want to use block chain technology to serve their original ecology. But we want to rebuild an ecology and serve the other products on the basis of this ecology; The construction of block chain technology in large companies is to solve internal problems, but it is restricted by business limitations; But we operate from the block chain community level, and focus on the community strength to carry out the construction of the platform and the ecological evolution; What the giants do is to use the existing mature business + block chain, but what we do is block chain +, which is based on block chain technology to serve the ecosystem and provide services for all products in the chain.”
二．ProChain将与B端客户共同发力C端市场 共推PRO代币价值最大化
The ProChain will force Customer end market with Business end client and push PRO value maximum
数字广告行业存在包括数据孤岛、中介众多、流量欺诈、结算延迟、用户仇恨等很多痛点，基于此，ProChain提出了四点解决方案。首先，创建一个基于以太坊的大数据精准营销平台；其次，为广告主提供精准投放平台，设定目标人群及投放规则，使用PRO并创建基于智能合约的推广任务；再次，通过代币奖励机制绑定广告用户的区块链地址与个人元数据；最后，为流量主提供SDK，用户消费广告后，与SSP共同获得PRO代币作为收益。
There are many pain points in the digital advertising industry, including data islands, intermediaries, traffic fraud, settlement delay, user hate and so on. Based on this, ProChain puts forward four solutions. Firstly, create an accurate marketing platform for big data based on Ethereum, secondly, to provide an accurate delivery platform for advertisers, set target population and rules, use PRO and creates an extension task based on Intelligent contracts. Thirdly, the user's block chain address and personal metadata are bound by the token reward mechanism. Finally, the SDK is provided for the main traffic, after the user consumes the advertisement, the PRO token is shared with SSP as an income.
针对消费者还认为广告行业存在“广告内容欺诈”的问题，ProChain也针对此提出了相应的对策：用户将通过所持有的PRO代币投票的方式决定该广告是否存在效用欺诈等问题，投放带有欺诈问题的广告主将面临代币预算被清缴的违规成本风险。理论上而言，拥有更多代币的用户将更容易影响广告权重，但实际上，平台中大量的持币用户会使某个人对于广告权重的影响被忽略不计。这样的理念也将推动平台朝向理想主义及民主化的方向发展。
Consumers also think the advertising industry has the problem of "advertising content fraud", and ProChain also put forward the corresponding countermeasures: The user will decide whether the advertisement has a utility fraud or not through the way of voting for PRO tokens, fraudulent advertisers will bear the risk of payment for violation that is token budget will be cleared. Theoretically, users who own more tokens will be more likely to affect the advertising weight. But in fact, a large number of token-holding users can make a person's influence on advertising weight neglected. Such ideas will also promote the development of the platform towards idealism and democratization.
另外，在具备价值传递的广告网络中，容易衍生“广告消费欺诈”问题，ProChain创立了独有的POSt机制，极大地提高了“羊毛党”的薅羊毛成本。拥有代币的用户可以获得带有奖励的数字广告（时间*代币的最终数额就是用户的投票权重），但只有满足规定时间阈值的用户才能最终获得代币奖励，当用户消费广告之后，积累的币·天权重又会被清零。严密的奖励机制将很好的避免广告消费欺诈，逐步建立的数字营销档案将使广告营销更加精准有效。
In addition, in an advertising network with value transfer mechanism, it is easy to cause a problem of "advertising consumer fraud", ProChain created a unique POSt mechanism, which greatly raised the cost of wool for the "wool party." Users with tokens can get digital ads with rewards (Time multiplied by the final amount of tokens is the user's voting weight), but only those users who meet the threshold of the specified time can finally get tokens, The strict reward mechanism will be a good way to avoid advertising consumption fraud, and the gradual establishment of digital marketing files will make the advertising marketing more accurate and effective.
在不少区块链项目的眼中，代币往往只是一个引人关注的噱头或者圈钱的陷阱，而在不少投资者的眼中，代币也只是投机的一种工具，并不会真正的用于社区生态之中。相较其他区块链项目而言，PRO代币的是一种功能化极强的工具型代币，其兼具投票、结算、营销记录等多重功用，是整个ProChain生态活动中流动的血液。未来，ProChain会与广大中小B端客户共同发力C端市场，推动和完善区块链数字广告生态，共享PRO代币价值最大化。
In the eyes of many block chain project, the token is often just an interesting gimmick or money trap. But in the eyes of many investors, tokens are only a tool for speculation and will not really be used in community ecology. Compared with other block chain projects, PRO token is a highly functional tool token. It has many functions such as voting, settlement, marketing records and so on. It is the blood flowing in the whole ProChain ecosystem. In the future, ProChain will work together with the small and medium B customers to force the C end market to promote and improve the digital advertising ecology of the block chain, and share the maximum value of the PRO token.
三、ProChain项目闭环已基本完成 颠覆式创新不应推高多方学习与使用成本
ProChain project’s closed loop has basically completed Subversive innovation should not push higher learning and use costs
汲取传统广告行业的经验，ProChain选择将广告投放终端、流量变现终端、媒体分发终端、数据分析终端四项作为产品架构。ProChain认为：身处广告行业之中，就必然要与传统广告行业的产品架构有千丝万缕的联系；每种颠覆式创新不能建立在提高其他企业和用户的学习与使用成本基础上，用传统行业模式进行接洽会使区块链+广告的模式更易被接受。
Drawing on the experience of traditional advertising industry, ProChain chooses advertising terminal, traffic terminal, media distribution terminal and data analysis terminal as product architecture. ProChain hold that, since in the advertising industry, it is necessary to have links with the product structure of traditional advertising industry, in addition, every subversive innovation can not be built based on raising the learning and using costs of other enterprises and users, so the use of traditional industry patterns will make the block chain + advertising model more acceptable.
可以说，只要有区块链技术的身影，就会有对于个人信息安全的探讨与质疑。ProChain希望将广告用户的区块链身份与个人元数据进行绑定，并丰富和完善区块链上的个人数字营销档案。ProChain团队解释道：“较强的安全保障也是我们的优势之一，区块链上的结构化数据库比较少，在商业落地初期，我们会将身份认证的事情首先放在链下进行操作，未来平台将数据向链上逐步迁移的过程中，会征求用户的授权，在经过授权之后会使用信息并将其进行加密、脱敏，保证用户隐私信息绝对安全可控的条件下进行商业活动。”
It can be said that as long as there is a block chain technology, there will be a discussion and doubt about the security of personal information. ProChain wants to bind the block chain identity of ad users with personal metadata, and improve the personal digital marketing files on the block chain. The ProChain team explained: "The stronger security is also one of our advantages. Block structured database on the chain is small. in the commercial early, We will operate the identity authentication under the chain, In the future process of gradual migration of data to the chain ,platform will solicit the user's authorization. after authorization, it will use information and encrypt and desensitization ,Business activities are established under the condition that the user's privacy information is absolutely safe and controllable.”
数字广告+区块链技术领域面临着不少挑战，比如如何提高精准投放能力，同时又有效降低欺诈成本，这不仅是数字广告行业内尤其是广告主非常关注的问题，也是般若项目重点打造的核心竞争力之一。ProChain 团队表示:“ 大数据、人工智能与区块链技术如何结合，是项目面临的挑战。大数据技术促进了广告的精准投放，关注的核心点是广告能否与人进行匹配；人工智能本身是算法、数据与计算力的集合能力，般若项目正在建立数字广告精准投放模型，之后经过反复迭代和打磨，有能力将投放效果做得更好; 而且，区块链技术与数字广告行业有着天生契合点，能够自然地解决欺诈、去中心化与业务结算问题；将以上多种技术相结合，ProChain期望可以很好的建设一个健康稳定发展的数字广告服务。” 截止金色财经专访，ProChain的项目闭环已经基本完成，并正在向能够争取更多数字广告方参与其中、满足用户多样化需求等方向加速前行。
The technical field of digital advertising + block chain is facing many challenges, such as how to improve the precision of delivery and reduce the cost of fraud effectively at the same time, which is not only the problem digital advertising industry especially the advertisers are concerned about but also one of the core competitiveness to be focused on by Prajna project. The ProChain team said: ‘how to combine among the big data, the artificial intelligence and the block chain technology is the challenge that the project faces. Big data technology promotes the precise advertising, the core of attention is whether advertising can match people; artificial intelligence is the aggregation ability of algorithm, data and computing ,this project is to build digital precious advertising model, and good results will be achieved after repeated iterations and grinding. Moreover, block chain technology and digital advertising industry has a natural fit, it can naturally solve the problems of fraud, de centralization and business settlement; With the combination of these technologies, ProChain is expected to build a healthy and stable digital advertising service.’ At the end of this interview, the closed loop of ProChain project has basically been completed, and it is accelerating forward in the direction of getting more digital advertising parties involved in and meeting the diversified needs of the users
四、ProChain立志构建中国最大的区块链数字广告服务生态
ProChain's ambition is to build China's largest block chain digital advertising service ecology
在未来两年时间之内，商用级区块链的公链、跨链、侧链等技术都将走向成熟，媒体领域也将从中获益，ProChain将帮助这些媒体通过植入SDK实现收益最大化。虽然国外的该领域中有不少竞争对手，但ProChain在国内却占据了天时、地利、人和优势：国家正鼓励区块链技术领域发展，团队在此前的创业经历中了积累丰富的本地资源和技术储备、团队成员之间具有高度信任感与契合点。
In the next two years, the technology of public chain, cross link, side chain and other technologies will mature, and the media will also benefit from it. ProChain will help these medias to maximize their revenue by embedding SDK. Although there are many competitors abroad in this area, ProChain has favourable climatic, geographical and human conditions interiorly, namely, the country is to encourage technology development about blockchain, the team has accumulated abundant land and technical resources in previous entrepreneurial experience and the team members have a high degree of trust and agreement.
在专访的最后，ProChain团队表示将在未来将通过多种形式的宣传把项目呈现在更多投资者的眼前，金色财经将成为项目推广的重要渠道之一。另外，ProChain团队也将继续为合作方提供最优质的服务，通过赢得更好的口碑成为区块链+广告行业的领导者。“客户永远是最好的宣传者”，用事实案例说话才是赢得商业竞争的王道。团队将进一步走国际化路线，推广覆盖全球的数字广告业务、并基于中国优势不断拓展海外市场，其业务自带的跨国结算方案也将解决全球广告投放痛点。
At the end of the exclusive interview, the ProChain team indicated that it will be presented to more investors in the future through various forms of propaganda. Golden Finance will become an important channel for project promotion. In addition, the ProChain team will continue to provide the best quality service for the partners, and will be the leader of the block chain + advertising industry by winning a better reputation. "The customer is always the best propagandist". Speaking with facts is the king of business competition. The team will go further on the international route, promote the digital advertising business that covers the whole world, and expand the overseas market based on China's advantages. The transnational settlement scheme with its own business will also solve the pain point of global advertising.
区块链技术的蓬勃发展正在推动互联网的新一代革命，数字广告作为其中即将深刻影响和变革的行业，充满着巨大的机会和想象空间。ProChain团队作为其中的先行者，将区块链技术与商业场景紧密结合，提前布局千亿级的下一代数字广告市场。未来，ProChain将深耕区块链+广告领域，“区块链是不仅仅是一套技术方案，而是一种思考方式，一种价值观理念，一种社会行业的构建规则。ProChain会以构建智能、高效、民主、透明的数字广告生态为使命，不断推进区块链技术在数字广告行业的商业实践，同时建立ProChain的品牌和影响力，增强我国在区块链数字行业在全球范围内的竞争力。我们也希望更多的有识之士可以加入到我们的队伍中来，开启区块链技术在数字广告行业的一篇新天地”。
The vigorous development of block chain technology is promoting the new Internet revolution. Digital advertising, as an industry that will be deeply influenced and transformed, is full of huge opportunities and imagination. As a pioneer of this area, ProChain team, by integrating the block chain technology and business scene closely, is preparing to capture digital advertising market of next generation in advance. In the future, ProChain team will be devoted to block chain + advertising field. "Block chain" is not only a set of technical proposal, but a way of thinking, a concept of values, a rule of social industry construction. With the mission of building intelligent, efficient, democratic and transparent digital advertising ecosystem, ProChain will continue to promote the practice of block chain technology in the digital advertising industry, establish the ProChain’s brand and influence, enhance China's competitiveness in the industry chain of the digital block on the global scale. We also hope that more people with breadth of vision can join our team to open a new world of block chain technology in the digital advertising industry.
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