Aksi Marsovich
Intergalactic expert
Decentralized advertising platform AdEx
Internet advertising is actively developing, latest phone number database becoming more technologically advanced, but, nevertheless, it is not without a number of problems that can be solved by distributed database technology.
Problems of modern Internet advertising
The creators of the AdEx platform highlight several key problems with modern online advertising:
1. Privacy and data abuse
I hope it is no secret that all major advertising platforms work with huge volumes of centralized data that are linked to users' personalities. If everything is clear with social networks - most users do not hide information about themselves there - then with Yandex and Google, things are not so obvious. Nevertheless, the most popular search engines in Russia know, if not everything, then a lot about us. Of course, everything is covered by the good intentions of user-friendliness of the systems: this allows the user to see exactly the content that he or she might want to see. However, there is a big "but" that is especially relevant for people obsessed with preserving their right to privacy. The "but" is as follows - a person has no idea about the purposes for which his or her data is used.
Solution: Blockchain ensures anonymous use of information.
AdEx, thanks to the technology it uses, allows a large amount of data to be made anonymous, and it can only be used to collect statistics. To put it simply, with the help of blockchain, advertisers will still be able to receive data about the audience in the form of statistical reports, and the anonymity of users will not be violated.
All data will be stored on users' computers.
2. Ads are shown to the wrong users
There is a problem that advertisements are seen by people who are not interested in them.
Solution: TheAdExProfile.
The user will have their own profile where they can accurately describe their interests and preferences. This ensures that the end consumer will only see relevant advertising. Advertisers will also be happy - precise targeting will allow them to achieve higher conversion rates at each stage of the sales funnel.
3. Low transparency of trading
There is no argument here, current real-time bidding (RTB) platforms do not provide any bid data. The advertiser is simply told the maximum bid to take a certain position.
Solution: A decentralized exchange that can be audited.
Thanks to the blockchain, the advertiser will be able to easily track any component of the campaign (placement, impressions, clicks, target audience, etc.). The data will be decentralized, so the exchange will not be able to hide or manipulate it.