Approximately 40% of the world’s advertising is online and through the Internet, which is much more effective in promoting products and services than traditional advertising channels. Ongoing efforts are being made to bring blockchain technology into the complex online advertising industry.
There are several problems with the current technologies used in online advertising. Here are some of them:
The first problem is with the privacy of users’ data. Google, for example, automatically detects users’ desire to retrieve data that would later be used for targeted advertising, which it recently stopped because of user annoyance.
The next problem for communities is professional advertising resulting from misconduct by hackers and suspicious market players, causing millions of dollars in losses to advertisers and publishers. A new and well-known example of such a problem is Methbot, which mimics human behavior and is used to create colonies of popular websites. These colonies deceive publishers and propagandists by paying a price for advertisements that no one sees.
Some of the problems of professional advertising communities, which may not be obvious to end users, stem from the architecture of centralized advertising markets.
And as a last problem, we can name the consequence of blocking the ad. In 2016, approximately 5.6 million devices worldwide used ad-blocking software, effectively disrupting advertisers’ access to users.
Blockchain-based browsers and platforms are solutions to the problems of online advertising.
Today, many solutions have been proposed by many companies using blockchain technology. For example, North American telecom giant Comcast has partnered with entertainment companies Disney, NBC, Mediaset, Channel 4 and TFI to develop a blockchain-based platform for advertising campaigns that developers say while preserving user data Makes the management of these campaigns more efficient and transparent.
The development of a blockchain-based platform by NYiAX and NASDAQ in early 2017 to buy and sell advertising contracts while ensuring equal trading security and transparency is another notable example.
Source : Iran Blockchaink Laboratory
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