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Blockchain in Digital Advertising
- 1. BLOCKCHAIN ADVERTISING PRESENTED BY:RUPESH CHHABRA
- 3. BLOCKCHAIN HISTORY Reintroduced after18 years 20091991
- 4. WHAT IS ABLOCK AND WHAT IT CONTAINS A Block is a piece of information and each block contains 3 things: • Data • Its Hash and • Hash of previous block
- 5. WHAT IS BLOCKCHAIN Transaction Poolof transactions is Blockchain. For every transaction a new block is added to the existing chain. Blockchain in a way that is permanent, unalterable and unhackable. It’s an open ledger available to everyone. Each Transaction is considered as a Block
- 6. HOW BLOCKCHAIN WORKS SmartContract Cryptography Peer to Peer Network
- 7. SMART CONTRACTS There isno need for middle man because transaction is done virtually and digital currencies are exchanged and verified digitally
- 8. CRYPTOGRAPHY If any changesare made to the block it will change the Hash of the block and makes all the following blocks invalid because they no longer stored a valid hash of the previous block
- 9. Proof of workor transaction Traditional Way of transferring the money, requires intermediator which validates the transaction PEER TO PEER NETWORK Ajay Rupesh
- 10. Peers who haveaccess to the open ledger verifies the transaction thus does not requires intermediator. If someone wants to hack they need to hack every system under Blockchain system which is IMPOSSIBLE PEER TO PEER NETWORK Ajay Rupesh
- 11. HOW BLOCKCHAIN WORKSIN BITCOIN
- 12. WHY WE NEED BLOCKCHAININ DIGITAL ADVERTISING
- 13. 3 MAJOR REASONSWHY WE NEED BLOCKCHAIN IN DIGITAL ADVERTISING 8% Ad Fraud Digital Advertising industry size is $190 BN out of which $16BN is Ad fraud which is 8% of the total digital media spends Sources: https://www.bnn.ca/technology/video/what-blockchain-can-do-for-the-digital-advertising-industry~1275565 https://www.theguardian.com/technology/2018/apr/04/facebook-cambridge-analytica-user-data-latest-more-than-thought http://www.dentsuaegisnetwork.com/media/dentsuaegisnetworknewsdetaila/2017/2017_06_15?Global-ad-spend-to-hit-5634-billion-in-2017-with-digital-driving-growth https://www.marketingcharts.com/advertising-trends/spending-and-spenders-81522/attachment/warc-google-facebook-share-global-ad-revenues-dec2017 Ad Fraud Duopoly 47% 58% 61% 2012 2016 2017 Google and Facebook have more than 60% of global digital advertising revenue Identity Theft Facebook data of 87 MN has been revealed by Cambridge Analytica
- 14. WHO CAN SOLVETHE CHALLENGES IN DIGITAL ADVERTISING VIA BLOCKCHAIN
- 15. HOW BRAVE BROWSERCAN HELP brave User will download the Brave browser and Publisher will registered with Brave. Brave is a fast, open source browser that blocks malvertisements, trackers, and contains a ledger system that anonymously tracks “User attention but not PII” Basic attention token is a cryptocurrency. Advertisers will use BAT in Brave Ad exchange to reach out to consumers Advertisers will pay only in BAT The Brave browser knows where users spend their time, this “basic attention” model allows advertisers to know exactly where to target ads for maximum results. Advertisers will pay publishers in tokens. Publishers will receive tokens when ads are viewed and users will also receive tokens when ads are viewed by them Phase 1 Phase 2 Phase 3
- 16. HOW DOES BRAVEAND BAT WORKS STEP 1 STEP 2 STEP 4 STEP 5 STEP 3
- 18. WHY BLOCKCHAIN TECHNOLOGYIS THE FUTURE OF DIGITAL ADVERTISING • Decentralized • Secure and distributed unhackable database • Peer to Peer network (No middle men required) • Each transaction is Traceable • Public Ledger (visible to all) • Fault Tolerant • No Borders
- 19. CHALLENGES AND LIMITATIONSOF BLOCKCHAIN • Slower transactions • Network Speed and Cost • Complexity • Speculative markets • Immutable • Politics
- 20.
Editor's Notes
- #4 Blockchain was introduced in 1991 to timestamps digital document so that no one can temper them and backdate them however it was mostly unused until it was used by “Satoshi Nakamoto” in 2009 to create the digital cryptocurrency “Bitcoin”
- #5 Block is piece of information which contains Data, it’s Hash and Hash of the Previous block In simple language Hash means a unique code Chain of blocks is called as Blockchain, each block refers to the previous block i.e. Previous Hash, The blockchain therefore serves as a public ledger of transactions which cannot be reversed. However 1st block is does not refer to any block and it’s the special one and therefore it is called as ‘Genesis Block”
- #6 There are 2 types of Blockchain – Public and Private. It’s like open ledger where each transaction is recoded one by one and which is visible to everyone Till now It seems very easy, but wait how Blockchain is unhackable or unalterable; There are three major technologies behind this on which Blockchain works
- #7 Blockchain is majorly depended on it’s 3 technologies Smart contracts, cryptography and Peer to Peer Network
- #8 Smart contracts are immutable There is no need for middle man because transaction is happened virtually and digital currencies are exchanged
- #9 Cryptography means the art of solving codes, Each Hash is a complex data of codes and it is solved by machines But using hash cannot prevent tempering because computers now are very fast and can recalculate the value of all the hash very fast. So to make it safe Blockchain have technology which is called Peer to Peer Network
- #11 Explain via live example with volunteers, I need six volunteers
- #12 https://www.youtube.com/watch?v=kubGCSj5y3k In basic terms, Blockchain is like a gigantic Google spreadsheet in the cloud. Whenever someone in the network makes a transaction and “edits” the ledger, everyone else verifies the change and sees the updated ledger. No other party – such as a government, bank, or financial institution – is needed. a digital ledger that records transactions using encryption for security and accountability
- #14 2 Major reasons: Ad Fraud and Duopoly P&G have reduced their digital media spends by $140MN due to ad Fraud Duopoly in Digital advertising 44% Ad revenues are on Google and 18% on Facebook
- #15 Mindshare announced a partnership with blockchain protocol Zilliqa to address privacy and fake news issues in advertising. NYIAX - New York Interactive Advertising Exchange a forwards advertising contracts exchange, which was developed with NASDAQ. Advertisers can book the inventory way before. Meta X – It will be technology above the programmatic buying where are the information for an ad impression is can be viewed. Madhive – Is a unified ad platform with a realtime AI powered by Blockchain technology; https://www.youtube.com/watch?v=pQK4SWV3DPk However the best technology that I think is currently making noise in digital advertising is Brave browser.
- #16 Brave Browser is developed by Brendan Eich the founder of Javascript, Mozilla and Netscape Phase 1 – Brave browser gets rid of all the ad trackers and builds in security features to prevent viruses and malware. They claim it is 2-3x faster than Chrome and will save tremendously on how much data you consume because each page contains on an average 70 trackers or tags which increases the load time. It is a privacy focused browser It tracks where a user is paying attention Phase 2 – Ad exchange based on BAT. Current price for a BAT is approx $0.20 Phase 3 – User attention + Ad Exchange in BAT
- #17 Advertisers will pay for ads using BAT, Publishers will be paid for showing relevant ad or creating content and users will be compensated for viewing ads in brave browser. Publisher get 70% of the amount however in current scenario it get 30%-40% User will get 15%
- #18 Sum up the answer to 3 reasons/challenges This will solve the problems like Ad fraud because Publisher is paid only on the based of the user attention It will allow small publishers to deal directly at better margins without any middlemen like Ad sense Users are exposed to Lesser but Relevant ads on the basis of their user attention not any random ads which gives better user experience It does not collect the PII information
- #19 Mindshare announced a partnership with blockchain protocol Zilliqa to address privacy and fake news issues in advertising.
- #20 Higher the database, lower the speed and more the complexity Many blockchains are run using token/currency models to fund development or manage the economics of Nodes. For example, Ether (ETH) is the currency used to pay for computing power (or Gas) on the Ethereum network. Therefore ETH is a currency for computing power. Once the smart contact (instructions) is added to the blockchain, it becomes immutable, in that it cannot be changed. If there are flaws in the code that may be exploited by hackers, they are there forever
- #21 Ethereum cryptocurrency is backed by Microsoft and it is used for donations now because it is easily traceable. Imagine govt. is transferring monies for a relief fund and they can keep a track where is it been transferred to correct person or not and it is used correctly or not Kodak released the KodakOne platform, which uses a blockchain to create a digital ledger of rights ownership for photographers – news that more than tripled the company’s stock price following the announcement. This would help to photographers to take part in economy for photography, receive payment for licensing their work immediately upon sale, and sell their work confidently on a secure Blockchain platform.