A chain of chain guides for marketers

nnWalking time comment: Block chain technology 10 years ago to support the birth of Bitcoin, is now quickly into the more new industry categories, from the financial industry to the health care industry. Today, the technology is entering the digital advertising industry to provide a series of support for advertising transactions, and by IBM and Comcast and other large companies, as well as MadHive and Rebel AI such small start-up companies support. In this paper, the block chain technology for the advertising industry to bring the advantages and obstacles, etc., for the advertising industry marketers to provide a block chain guide.n
nnTranslation: Clovern
nThe block chain is a non-changeable and non-crackable digital categorized book that was conceived 10 years ago to support the encrypted currency bitcoin. But now, the technology has quickly penetrated into the new industry category, from the financial industry to health care, and recently, also entered the digital advertising industry.n
nThe block chain into the digital advertising industry has been IBM and Comcast and other large companies, as well as MadHive and Rebel AI such small start-up companies support.n
nWhy are everyone excited?n
nAlthough government-backed French coins are safely stored in the bank voucher, Bitcoin uses a chain-chain class book to provide full transparency in the currency to ensure its safety. The breakdown of the account will track the currency that has been created or traded per unit, and the number of bitmaps held by any individual, and the route of action for any single currency unit is visible to all.n
nBy applying block-chain technology to advertising transactions, data owners can safely share their assets without having to export or transfer them to another stakeholder. The media owner can crack down on unauthorized sellers and domain name spoofers.n

nPeter Guglielminon
nPeter Guglielmino, chief technology officer at IBM Media u0026 Entertainment Group, said:n
nn”The most powerful application of block chains is the existence of untrusted networks among all stakeholders.”n
nnAlthough the advertising technology community is interested in block chain technology, its potential applications – and maturity – are also different.n
nSo what can the block chain technology bring to the advertising industry?n
nEliminate unnecessary supply chain intermediaries: Block chains can help ensure that the supply chain avoids third parties such as intermediaries that control media lists or ad interceptors.n
nFor the elimination of intermediaries, the role of the block chain is that unethical media sellers can exploit the buyer by creating addresses that are very similar to legitimate URLs and labels (such as CNN- trending.com or NBCcom.com). And because the unique chain of chain keys can be used as a gimmick to identify the name of the publisher and the dealer, the block chain can effectively prevent these illegal activities, and each unit inventory can be traced back to the real source.n
nPromote data sharing: For most companies, their data is their most valuable asset. So it is no wonder that even with the trust of partners to share data will make them feel worried. But some vendors are pushing the use of block chains as a way to record data transactions, so that the data owner can know exactly what their partners have acquired the available data assets and when they are available.n
nThese solutions typically focus on television advertising purchases and require an agreement between multiple stakeholders. IBM formed AdLedger Alliance in June with Integral Ad Science, a block-based advertising technology start-up company, MadHive, and Premion OTT’s advertising procurement subsidiary, Tegna. The goal is to build a block-chain data sharing solution for advanced TV advertisers.n
nComcast also revealed a chain-based broadcaster alliance, including Altice USA, Cox, NBCUniversal and Disney, which will share their data and store in the chain Record related transactions. As a result, the Trusted Media Purchaser may review the activities provided by the members of the Comcast Alliance.n
nThe process relies on automated agreements “smart contracts” to manage transactions on the chain. Thus, if Comcast and Cox have different inventory rates for specific content or viewers, or if the buyer wishes to include certain sources of supply blacklist, the information will be incorporated into each company’s smart contract and determine the block How the other parties on the chain access their data.n
nResale Stock: Nasdaq-based start-up business The New York Interactive Advertising Exchange (NYIAX) aims to sell media futures contracts through block chains and hopes to reassure advertisers for future inventory contracts. If successful, NYIAX will give publishers more flexibility in packaging inventory. Advertisers can lock in inventory for a long time, and publishers can get bigger upfront deals or offer different types of discounts. In this case, the block chain will be used as a classified book that records all of these transactions and their value.n
nBefore we are too excited about this, keep in mind that block-chain advertising is still in its infancy, and many of the tools that support these applications are in beta or alpha beta versions, or are still an invisible idea.n
nComcast’s block-chain platform is expected to be available until 2018. AdLedger is still working on a team that sets policy and API specifications for its platform. And NYIAX is still working with beta partners to develop proof of concept.n
nNYIAX CEO Lou Severine said:n
nn”We have already communicated with hundreds of publishers, all major holding companies and their organizations, and this is a slow but orderly way to do it, and it will take some time before it enters the RFP type with the organization’s customers.”n
nnBut the block chain technology is still very interesting, so so many trade groups are evaluating the technology. Alan Gombert, general manager of the US Interactive Advertising Agency (IAB) technology lab, said that the IAB was in the “experimental phase” of the block chain technology and was working with the new blockchain ad tech cottage industry Start-ups to discuss.n
nIBM’s Guglielmino said today’s block-chain start-ups are trying a variety of ways,n
nn”But if consensus is reached, the existing system will be more integrated.”n
nn”It is important to set specific standards,” he added, “and if anyone’s company can improve to meet these standards and demonstrate its value in the chain, they can take advantage of these standards.”n
nThe future is facing a major obstaclen
nBlock chain in the field of advertising is facing severe difficulties. The main obstacle is that the speed is too slow to expand.n
nDispatched ad platforms, such as AppNexus or DoubleClick Ad Exchange, handle millions of ad requests per second. At the same time, the bit currency deals about five transactions per second.n
nIntegral Ad Science co-founder and former chief technology officer Will Luttrel said:n
nn”The distributed nature of the block chain and the existence and updating of every computer in the network around the world is both an advantage and a challenge.”n
nnHis chain-chain technology start-up company Curren-C is in beta.n
nThe latency of the block chain makes it impossible to enter the real-time auction market at least so far. This is also part of the reason why the early market participants, such as the Comcast platform or the AdLedger Alliance, are more concerned with data sharing and activity planning than actual media execution.n
nBlock chain advertising technology start-up Enterprise Rebel AI CEO Manny Puentes said it would take 10-30 seconds to confirm the transaction in the block chain.n
nn”It will go through a lot of time before measuring the time spent on online advertising needs.”n
nnWhile NYIAX sells the guaranteed future media, rather than real-time inventory, to solve this problem.n
nSeverine said:n
nn”It does not reach this speed now, frankly, it may never reach that speed.”n
nnWhether the block chain trade can be integrated into the real-time bidding advertising technology stack is still an inconclusive problem for those who occupy the niche market.n
nGombert said block-chain advertising purchases will begin with direct transactions between media companies and pilot agencies or brand partners, which are similar to linear TV contracts due to real-time delays.n
nn”But once this delay has improved, there is no need to be limited.”n
nToo transparentn
nBrand and media companies are on the transparency of digital media demand – but tonic eat more will hurt the body.n
nLuttrell said:n
nn”In addition to expansion and speed, the transparency issue will be very difficult.”n
nnThink of Comcast’s block chain plan. Participating broadcasters want to disclose some data to some buyers, but they do not want other broadcasters on the platform to see what kind of data they share, with whom to share or pay for. And do not want to expose their DSP, SSP, or ad network providers.n
nBlock chain advertising company MetaX CEO Ken Brook said the block chain is integrating more supply chain stakeholders.n
nn”But when you start adding the logic and the agents, suppliers, and data that affect your campaign, it’s technically challenging.”n
nSupplier listn
nMadHive: MadHive is one of the early advertising block chains that are implementing partners to drive growth strategies with early focus on OTT advertising budgets. IBM is MadHive’s AdLedger alliance’s first business partner, and hopes that by the end of this year, even if the real media can not be achieved, but also to achieve data on data transactions. Founder Adam Helfgott said:n
nn”The field of modern television is being tested in the budget.”n
nnRebel AI: Puentes said that this block-chain advertising technology start-ups want to develop direct channels between media partners and potential agents or DSP buyers,n
nn”More like the buyer had a proven relationship with the media company.”n
nnThe start-up strategy of the start-up can serve as a secure purchase channel for publishers to avoid the problem of advertising fraud and open procedural transactions.n
nMetaX: MetaX is trying to combine block chains with chain solutions while testing online use cases. The company operates a nonprofit block-chain agreement adChain built outside the open source Ethernet Square block chain platform. And its profit-making parent company, MetaX, will benefit from building applications other than adChain, such as data sharing or attribution. The startup is working with a DSP, a brand, and Data

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