What is the blockchain for advertisers, how can it help the industry recreate trust with consumers?

1. Trust,
Blockchain
& AdTech
Big Day of Data
June 26th 2018
Benjamin Schwartz
bs@ctoic.net

2. TRUST
Trust is a key part of all human interaction
Humans need incentive to behave in society, but in the age of the
Blockchain, we’ll see that consensus can replace authority

3. BROKEN TRUST

4. RE-KINDLE TRUST
Control the narrative
Own the relationship
Honesty
Transparency
Taking responsibility

5. RE-KINDLE TRUST
Brands Users
Blockchain authenticates each party to the other.
The relationship can become more balanced.

6. BITCOIN ON THE BLOCKCHAIN
A wants to send
money to B
The transaction is
presented within a block
The new block is broadcast to
network of nodes
The network validates
the new block
Now the block is added
to the blockchain
Ownership of money
moves from A to B
.
.

7. Trust-less Consensus-
based
Fault-
tolerant
Decentralized [Traceable]
BLOCKCHAIN: A DECENTRALIZED LEDGER
Persistent
Secured by advanced cryptography

8. SMART CONTRACTS
Execute a program on the blockchain
interact with other smart contracts
transact conditionally
Cheap
Immutable
Transparent
Decentralized
You want 1000 Satoshi to be paid to
Jane once she’s viewed 3 ads
You want to buy 1000 pixels on a
public display and pay according to
location and type of adjacent ads
..
Transaction
Smart
Contract

9. Issues to be solved
Power consumption for
Proof-of-Work
Scalability
Regulation
Proving security
BLOCKCHAIN ISSUES
Issues being solved
Power consumption for
Proof-of-Work
Scalability
Transaction throughput
Crypto volatility
Complexity to use
Fake issues
Tax evasion
Crime enablement
Data storage

10. BLOCKCHAIN IS ALREADY
WAY BEYOND BITCOIN
Payments
Digital Assets
Identity
Tokens
Smart contracts
Virtual platforms
Bank
Insurance
Manufacturing
Content &
Advertising* * raised over 100m
USD so far from ICOs
Blockchain
Currency
Assets

11. BLOCKCHAIN AND ADTECH
Smart contracts
fit the advertising
model and a
points-based
system lets users
trade tokens on
an exchange
Align publisher,
advertiser and
viewer incentives
Global 200bn
digital Ad industry
has over 10%
annual fraud rate
Ad industry is still largely
based on intermediaries.
Intermediary less important
with mathematical proof
that something happened.
(Around half of digital ad spend goes
to intermediaries)
Digital identity builds trust for consumers and advertisers.
(Bots took over 15Bn out of a 200Bn USD market in 2017)

12. INTERESTING PROJECTS 1/2
STEEM
Social media 2.0 –
“Proof of brain”
BAT
Basic Attention
Token & “Brave” a
privacy-focused
browser
ADEX
Ethereum-based
project fraud
prevention & user
privacy
MADHIVE
Blockchain-
privacy, AI-based
analytics. OTT-
focus

13. INTERESTING PROJECTS 2/2
FAKTOR
GDPR-focus,
giving users
control and
advertisers more
focus
BLOCKCHAIN
PROGRAMMATIC
CORP. (BPC)
Transparency to
regain trust
BLOCKCHAIN
INSIGHTS
PLATFORM
Comcast, NBCU,
Disney, Altice,
Channel 4, Cox,
Mediaset, TF1
MORE
And the list goes
on (…)

14. Centralised Decentralised Distributed

16. Ben Schwarz
THANK YOU!
bs@ctoic.net
improve datarestore trust
new business models