This document provides an introduction to blockchain technology and its potential applications in digital advertising. It explains key concepts such as what a blockchain is, how it uses cryptography and hash functions to securely store data in blocks, and how the linking of blocks through previous hashes makes the blockchain immutable and resistant to change. The document demonstrates how to build a sample blockchain and discusses how the decentralized nature of blockchains achieves consensus without the need for a central authority. It concludes by outlining the agenda for a blockchain bootcamp focused on use cases for advertisers and publishers.

1. BLOCKCHAIN
BOOTCAMP
AN INTRODUCTION TO BLOCKCHAIN IN DIGITAL ADVERTISING
FOR ADVERTISERS AND PUBLISHERS

2. WHAT IS BLOCKCHAIN?

3. “A Blockchain is a distributed database
secured by cryptography. It is used in
Bitcoin and Ethereum.”
A blockchain has a list of blocks.
A blockchain always starts with one block, called the genesis
block.

4. WHAT IS A BLOCK?
A Block is a package of data that can
be permanently recorded onto a
blockchain.

5. CRYPTOGRAPHY

6. Cryptography is a method of storing
and transmitting encrypted data so that
only the intended receiver can read and
decrypt the message.
Another way of saying – It is the art of
writing or solving codes, spycraft.

7. SECURE HASH ALGORITHM (SHA-256)
Bitcoin, and pretty much all cryptocurrency uses
what's called a "secure hash algorithm" also known
as SHA, to encrypt transactions.
It was designed by the National Security Agency
(NSA) for civilian use.

8. GENESIS BLOCK

9. WHAT’S IN A BLOCK?
BLOCK ID:
The Block ID or The Block
Index is the position of the
block in the chain.
The genesis block has an
index of 0. The next block
will have an index of 1.

10. WHAT’S IN A BLOCK?
NONCE:
The Nonce is the number
used to find a valid hash. It
is an additional variable that
makes a hash unbreakable.
The nonce is the
independent variable in the
hash function that increases
from 0 until a valid hash is
found.

11. WHAT’S IN A BLOCK?
DATA:
The Data is what's stored on
the block. In bitcoin for
example, the data would be
money transactions.
Since data is an input variable
for the hash, changing the data
will change the hash.
Changing the hash will
generate a new hash and the
block becomes invalid.

12. WHAT’S IN A BLOCK?
PREVIOUS HASH:
The previous hash is
the hash of the previous
block.
Because this is the
genesis block, it does not
have a previous hash.

13. WHAT’S IN A BLOCK?
WHAT WE ARE HASHING:
The hashing function has the following
input variables:
block index (0), nonce (0), data (Hi! My
name is Ken Brook, and welcome to
the boot camp!), previous hash (0).
f( index + nonce + data + previous
hash ) = hash
If any of the input variables change, a
new and unique hash will be
generated.

14. WHAT’S IN A BLOCK?
BLOCK HASH:
The Block Hash is the
hashed output of the input
variables.
It is impossible to reverse
hash this message.

15. LETS BUILD A BLOCKCHAIN!

16. Now, a blockchain is a collection
of blocks. So let’s add another
block to our blockchain!

17. Mining is the process of finding a
valid block

18. HERE IS WHERE THE CHAIN HAPPENS

19. FULL BLOCKCHAIN

20. OK. WHAT’S THE BIG DEAL.
WHY IS THIS SPECIAL?

21. IMMUTABILITY
So let's say we tried to change the message in the previous block.
Instead of, hi! My name is “ken brook, and welcome to the boot camp!”
We say “hi! My name is ken brook, no boot camp today!”

22. • Because every block works off the previous hash, if any
input variable in a block changes, the previous hash will
also change.
• Now, none of the blocks we’ve built up matches.
• And because the blocks don’t match, any change will not
work.
• Because of this simple factor, it’s basically impossible to
change anything on the blockchain once it’s committed.
IMMUTABILITY

23. CONSENSUS
2 VS. 1
CONSENSUS

24. DECENTRALIZED BLOCKCHAIN
NODE 1
NODE 2
NODE 3

25. 1PM - 1:50PM // WELCOME & BEGINNERS GUIDE TO
BLOCKCHAIN - AND WHY SHOULD ADVERTISING
CARE?
KEN BROOK
CEO
METAX
PRANEET SHARMA
CTO
METHOD MEDIA INTELLIGENCE
# METAXBOOTCAMP

26. # METAXBOOTCAMP
2:15PM - 2:30PM // MICROSOFT & BLOCKCHAIN: A
CONVERSATION WITH YORKE RHODES
DAN BISGEIER
CHIEF INVESTMENT OFFICER
MEDIAMATH
YORKE RHODES
GLOBAL BLOCKCHAIN BUSINESS STRATEGIST
MICROSOFT

27. # METAXBOOTCAMP
2:30PM - 3:30PM // BLOCKCHAIN &
PUBLISHERS – IT'S TIME
ROB BEELER
CHAIRMAN
ADMONSTERS
MODERATOR
ELISABETH MURRAY
SVP, DIGITAL AD OPERATIONS
TEN: THE ENTHUSIAST
NETWORK
KEN BROOK
CEO
METAX
RICHARD BUSH
CHIEF PRODUCT
& TECH OFFICER
NYIAX
DEREK NICOL
VP OF ADVERTISING
TECHNOLOGY
CBS INTERACTIVE

28. # METAXBOOTCAMP
3:45PM - 4:45PM // BLOCKCHAIN
& ADVERTISERS
WILL RAND
CO-FOUNDER
PROGRAMMATIC
INTELLIGENCE
MODERATOR
ANTHONY
RACINE
LEAD CLIENT DATA
ANALYST
IDEAS MADE
MEASURABLE
CHRIS CABLE
DIRECTOR OF DATA
ANALYTICS & STRATEGIC
PLANNING
DIAGEO
SCOTT MCDONALD
PRESIDENT AND CEO
ADVERTISING RESEARCH
FOUNDATION
JUSTIN
SCARBOROUGH
VP OF CLIENT RESULTS
ACCORDANT MEDIA

29. TO STAY UP TO DATE ON METAX NEWS,
PLEASE VISIT: METAX.IO
TO GET IN TOUCH, PLEASE EMAIL:
HELLO@METAX.IO
FOLLOW US ON TWITTER: @METAXCHAIN
#METAXBOOTCAMP
THANK YOU!