adChain is an ethereum based solution for digital advertising. It is mainly intended to fix the fraudulent environment of online advertising namely bot traffic, malvertisements, trackers, spoofed domains, lack of coordination and systemic fraud.
Online advertising is mostly paid by the number of impressions of their ads. Bots which mimic human traffic is indistinguishable from real traffic. This results in a less than effective ads for the advertisers. Recently, P&G pulled 1 billion dollars from their digital ad spend budget.
It’s said in the adToken Whitepaper:
Ad buyers are increasingly frustrated by having their money stolen. While programmatic ad buying is undoubtedly the path forward for quantifying the value of ad buys relative to direct dealing and is the highest growth area of digital advertising, programmatic is, at present, a morass for quantifying efficacy in advertising non-installable goods. The behaviors of humans on web pages are easily mimicked by bots and the flagging of bot network signatures is essentially a cat and mouse game. This leaves advertisers mostly powerless against the incentive structure of the downstream supply chain.
The team behind the adToken plans to solve this problem in 3 steps:
- The adChain Registry. This is a smart contract in the ethereum blockchain which maintains the list of non-fraudulent publishers.
- adToken Holders. adToken holders have the are incentivised to vote out fraudulent publishers from the registry.
- As long as the adChain registry is clean, this becomes of value to the advertisers and thus directly benefiting the adToken holders.
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