It is undeniable that the emergence of the Internet has greatly improved the efficiency of society and brought everything into the era of interconnection. However, for the traditional Internet, although it seems to be an increase in efficiency, it actually sacrifices trust. For the traditional Internet, it is based on a centralized server, and behind it is capital to control its direction. After decades of development, a fixed system has been formed for the traditional Internet. Therefore, for various types of Internet ecology The characters have already adapted to the current Internet ecology dominated by Internet giants.

Among the many industries at present, the communication industry represented by the advertising field is most dependent on the Internet. The emergence of the Internet has made radio"Radio + TV"secondary title

Difficulties faced by the Internet-based advertising industry

The emergence of the Internet is seen as a qualitative change in the "production tools" of the advertising industry, but it faces many problems.

In the current global multi-trillion Internet advertising market, marketing budgets are mainly owned by major media such as search engines and social media. Due to the lack of mutual trust among stakeholders in the industry chain, non-value parts such as advertising verification, data monitoring, and advertising blocking have appeared, and the high cost of trust has led to the transfer of interests of all parties.

On the one hand, the cost of acquiring users for advertisers is high, and on the other hand, small and medium-sized media are helpless in the face of the monopoly of large companies. For users who are disturbed by advertisements, the user experience is extremely poor. Although programmatic buying of advertising can effectively improve the efficiency of advertising and the value of media advertising space. False traffic and ad fraud have become cancers in the advertising field, eroding advertisers' confidence in programmatic advertising. According to statistics, the global loss of funds due to false advertising exceeds 6 billion US dollars every year. And because the advertiser cannot directly contact the user, the advertiser cannot accurately reach the target user group, which greatly reduces the effect of the advertisement. At the same time, advertisements should not be regarded as an invasion of privacy. More and more users are expressing their dissatisfaction with the random appearance of advertisements, and the advertisement pop-up windows that match the habits of big data users have become their source.

According to a research report by the School of Journalism and Communication of South China University of Technology, companies large and small are fighting on their own to build walls around their back gardens, thus forming large and small islands in the "data ocean". The harm of "data islands" is huge. For advertisers, they cannot grasp effective consumer data, and the data often forms faults. They cannot do many advertising campaigns that should have been more effective.

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How does blockchain technology solve the pain points of the advertising industry?

The characteristics of blockchain technology are "decentralization", "peer-to-peer", "openness and transparency" and irreversibility. In fact, blockchain technology is subversive for many traditional fields. Blockchain technology is regarded as one of the most effective new technologies to solve efficiency and trust issues. Through multi-party consensus, blockchain technology shows the real existence of each event with extraordinary security and transparency from beginning to end, so it can effectively prevent the gray zone of false traffic. For example, the number of times an advertisement is displayed is encrypted and broadcast to each participant in the blockchain who approves the number of times an advertisement is displayed, cutting off advertising fraud at the root.

At the same time, there is an "incentive layer" in the blockchain system, which is expected to change the current situation where Internet users passively accept advertisements. Due to the existence of incentives, the advertising system at the bottom of the blockchain is also expected to allow users to actively learn about advertisements and obtain corresponding incentives. So for the current blockchain industry, there are also many blockchain projects dedicated to improving the solidified model of the relationship structure of the current advertising industry.

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The weak boundary characteristics of the blockchain improve the advertising industry

Another major feature of blockchain technology is its weak boundary. The traditional Internet is difficult to break through the boundary due to the region or company as the main factor, as mentioned above. The blockchain technology is more decentralized and decentralized, which will allow more resources to be matched spontaneously.

At present, among the blockchain projects, many are based on the blockchain technology to improve the advertising industry. The download volume of Brave continues to exceed 40 million. BAT has made an ecological exploration, similar to the status of the blockchain im, Akasha, Gather, etc. are also working hard, so I won't list them here.

summary

summary

For the advertising field, the blockchain model has changed the relationship in the traditional advertising field on the one hand. The traditional Internet uses Internet giants as the intermediate hub, and advertisers and users are matched through the intermediate hub. From the perspective of benefit distribution, the intermediate hub basically grasps most of the benefits, and the problems of trust and efficiency are particularly prominent. On the other hand, the incentive system of blockchain technology removes the third-party hub, users and advertisers are directly matched, and users who contribute attention value are also the beneficiaries. Advertisers can place accurate advertisements, and advertising fraud will be eradicated from the source, and the efficiency of the advertising field will become higher and lower, and the cost will be lower.