To curb the menace in the advertising industry, DATA is a decentralized AI-powered trust alliance is here to police the industry. Especially in an era where people expect the value of the services and communities they create to be shared with them. As much as the blockchain presents new ways of sharing that perceived value of the community to its members, DATA offers this expected value. To achieve this, DATA will analyze behavioral patterns which help to subsequently conclude if the user is a real person or a fake bot.
The downside of the centralized ecosystem is that bad elements have created alarming amounts of ‘malvertisement' making efforts put in by the Interactive Advertising Bureau (IAB) to check the ecosystem and ensure elimination has been futile. This development exposes user's personal to unknown and unaccountable layers of intermediaries is inevitable. This factor alone scares away countless advertisement users, in a bid to protect their data.
On the blockchain, DATA works specifically, by gathering granular information encrypted into a built-in peer-to-peer data storage for sharing across the entire network. This goes hand in hand with a reward system to incentivize users. Subsequently, varying rewards are streamlined to appropriately suit customer's attention consumed on ads served in games or apps, it is efficiently catered and very personal making users find it interesting so that they hardly reject, ignore or block advertising.
Research and statistics have shown that mobile advertising now accounts for 68.5% of total global digital advertising expenditure and the trend is only going upward. With this overwhelming analytics, the centralized system continues to have loopholes making it very tough to handle the ‘AD fraud. In a centralized ecosystem data, integrity may be compromised due to single threaded programmatic mistakes or human errors. Transparency has posed a more significant challenge among other factors to the ranking and measurement, and lack of transparency creates a window for fraud activities. Also, Real-time precision and monopoly of data are also among the disadvantages of a centralized ecosystem.
While DATA uses a protocol token, AdChain uses an ERC20 token, named adToken (ADT), with sets of smart contracts on Ethereum network. Their goal is to build and maintain a decentralized registry of none-fraud publishers (shared whitelist, which has practical challenges), with a decentralized voting method (whereas some voters are not familiar with fraudulent sites, and a voting mechanism is in itself subject to attack) with no plans of solving any other problems in the industry. Actually, they are not capable of solving other issues so they stick to what they can do.
Practically, a whitelist is not all it takes to prevent ‘Ad-Fraud' because of lack of real-time update. Moreover, generating a comprehensive whitelist of legitimate publishers of long-tail sites is almost an impossible task.
The AdChain project does not clarify many edge cases which include how to handle unpopular sites and sparse voting, prevent attacks, clear incentives for token holders and how to avoid legitimate publishers from becoming malicious after they are classified into the whitelist.
AdEx is another project building a decentralized advertising exchange with Ethereum smart contracts. It contains a publisher portal (DApp used for publisher registration), an advertiser protocol 9 DApp used for advertiser registration), an AdEx profile (DApp that enables advertising preferences) and a publisher-side AdEx SDK (HTML5 based that reports Ads display to the blockchain).
Papyrus is a similar project to AdEx. It also builds a decentralized ad exchange solution, with different decomposition from AdEx. But it doesn't help solve current problems like fraud traffic, Ad blocking, lack of user incentive and the rest. However, we view AdEx and Papyrus as good introductions into the blockchain space with DApps, but they do not constitute the infrastructure of such a system. They complement the DATA ecosystem, and DATA may look into the possible integration.
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