Blockchain 101 Overview on the technology and its unique features. As well as an overview on Blockchain and how it may impact the advertising and AdTech world.

1. BLOCKCHAIN
Eddy Widerker

5. DISCLAIMER
•This is NOT financial advice.
•Nothing I say is meant to be a
recommendation to buy or sell any financial
instrument.
•Don't invest money you can't afford to lose. I
am not responsible for your investments.
•I think bitcoin, cryptocurrency, and
blockchain like technologies are fascinating
and worth learning about.

6. BLOCKCHAIN
EXPLAINED

7. FIRST IMPLEMENTATION OF THE
BLOCKCHAIN WAS BITCOIN
WHAT Bitcoin
does is nothing
special
HOW Bitcoin
works is
revolutionary

8. BITCOIN WHITEPAPER 10/31/2008

9. BITCOIN WHITEPAPER 10/31/2008

10. SATOSHI
NAKAMOTO

11. WHAT IS A BLOCKCHAIN?
“A database or a ledger that maintains a
continuously growing list of data records or
transaction”
Sooo, it’s like a spreadsheet, like Excel?

12. SHARED PUBLICLY
Servers, or nodes, maintain the
entries (known as blocks) and
every note sees the transaction
data stored in the blocks when
created.
FEATURE 1
Public transaction records (blockchain.info)
Global Node network

13. DECENTRALIZED
There is no central authority
required to approve
transactions and set rules.
FEATURE 2
CENTRALIZED DECENTRALIZED

14. SECURE
The database is an immutable
and irreversible record. Posts to
the ledger are cryptographically
signed and cannot be revised.
FEATURE 3

15. TRUSTED
Distributed nature of the
network requires computer
server to reach a consensus,
which allows for transactions to
occur between unknown
parties.
FEATURE 4

16. AUTOMATED
The software is written so that
conflicting or double
transactions do not become
written in the dataset and
transactions occur
automatically.
FEATURE 5 Smart Contract Example

17. EXAMPLE

18. BLOCKCHAIN TODAY
IS LIKE THE INTERNET IN 1994

19. BITCOIN PRICE INCREASE
1 BTC = 15,005 USD

20. BITCOIN PRICE INCREASE

21. BITCOIN PRICE INCREASE
1,700 BTC = 25,508,500 USD

22. BLOCKCHAIN LANDSCAPE

23. BLOCKCHAIN
ADVERTISING&

24. SOLVE FOR FRAUD
(obvious use case)
Ad Stacking, Domain Spoofing, Pixel Stuffing & Kill Bots

25. EXAMPLES

26. AREAS OF DISRUPTION
TRANSPARENCY
E.g. Tracking of ad creative
and impression on the
blockchain to tracking
budgets and payments for
full client transparency
MONITIZATION
E.g. Content creators are
getting paid immediately by
impression via automated
smart contracts on the
blockchain
TRUST
E.g. Share data
anonymously across parties
without having a central
entity. This could be
leveraged for audience
targeting or modeling.

27. AREAS OF TRANSFORMATION
NEW PAYMENT
MODELS
CRYPTOGRAPHIC
IDENTITY PROOF
NO
IMPOSED
TRACKING
NEW
EXPERIANCES /
FUNCTIONALITES

28. TODAY
Advertisers pay
Google or Facebook
TOMORROW
Advertisers pay
individuals
Marketplaces where each user sets a fixed price for their guaranteed attention
PAYING FOR IMPRESSIONS ATTENTION

29. EXAMPLES
Blockchain to allow for
building of decentralized
applications, specifically for
use in the digital advertising
ecosystem.
Decentralized ad exchange
that utilizes Ethereum to
address problems like fraud,
privacy, and consent in the
digital advertising space.
Combines technologies from
blockchain, payments, and
adtech to bring transparency,
integrity, and auditability to
online advertising

30. EXAMPLES
Faktor, a Blockchain-based
identity management
platform that can be utilized
by publishers, advertisers,
and individual users.
Utilizes the Ethereum
blockchain to create a
token that can be used to
obtain a variety of
advertising and attention-
based services on a
purpose-built platform
Secures digital advertising
and protects publisher
identity and brand spend
using machine learning,
blockchain, and
encryption technologies

31. THANK YOU