Campaign blockchain technology
Blockchains and distributed ledger technologies are being rigorously explored by researchers, government agencies, startups and Fortune companies mostly in STEM and finance. Blockchain technology provides a type of distributed database, generally for low-bandwidth and low-throughput data but with extremely high integrity properties. A blockchain is generally open to anyone who wants to participate, robust against a wide range of faulty and malicious behaviours, and runs across the open internet without anyone in charge. When a participant looks at her local copy of the ledger, she is assured that. Blockchains can be used for more than passive storage of data; rules can be written to be executed by the network with the same level of validation and robustness.
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- Viewpoint: Blockchain–Energizing the GCC’s Renewables Campaign
- McCann wins first blockchain client
- We the Peeps will use blockchain to try to break the big-money monopoly in politics
- Blockchain Technology in the Healthcare sector
- Watchdog investigates tube adverts for Floki Inu cryptocurrency
- How blockchain can help fight COVID-19 and secure business revival
Viewpoint: Blockchain–Energizing the GCC’s Renewables Campaign
Imagine a world where the challenges of digital advertising operations fade into a chain of collaborative record keeping, and full transparency removes the need for out of band reconciliation.
Multiple parties supporting a campaign can all verify that other participating parties are adhering to the same material instructions. Contract details are baked into the flight, nearly eliminating cycles spent pulling and reconciling reporting manually. Proponents of blockchain solutions in digital advertising claim that blockchain can bring this reality to life.
Are they right? It depends on the specific problems you want to solve. Without these factors in play, blockchain will continue to linger as a magical solution that exists in theory.
The core feature of blockchain is the collaborative effort used to make it work. But do the benefits justify the effort? Digital advertising is relatively new as an industry. Consider a more long-standing profession such as finance; the longer history has run the course of several life cycles to define rules and practices that result in operations that are more informed and more firmly established. When compared to operations in more established fields, the process of delivering media still has a few kinks to work out.
Blockchain has been positioned as a cure-all solution for digital advertising, but very few use cases in digital media have emerged to make a convincing argument for wider adoption. However, blockchain continues to work its way into digital advertising because some companies have experienced benefits where efficiency and transparency are concerned.
Beyond costly fraud, factoring in waste from inefficiencies, bad integrations, and suspect bidding practices, the total amount lost is nothing to sneeze at. With blockchain, we can create an environment where consistent measurement of advertising transactions is enforced, every legitimate player in the ecosystem has a traceable identity, and sources of waste are easily uncovered and eliminated. Using smart contracts, which are programs that define the business rules before flight, enable a pre-flight consensus on rules that are then codified into the program.
Once implemented, these rules cannot be changed without all parties agreeing to any alteration. This pre-flight consensus is a key feature of blockchain applications.
In digital advertising, it has the potential to minimize waste, simplify post-flight reconciliation, enhance programmatic transactions, and enable a more structured approach to reduce fraud and protect user privacy—all benefits that ultimately bring more value to buyers. Anything that helps buying teams improve operational efficiency while providing on demand insight into the details of a campaign is of value.
One thing we need in using blockchains to run our operations more smoothly is a solid foundation. The first step for bringing the benefits of blockchain into digital advertising is to pique the interest of all parties in the digital advertising ecosystem. Blockchain proponents have been working hard on this step. The next step is to offer professionals a guide to help them make informed decisions as they venture into the world of blockchain solutions.
The IAB and its members have come together to create this for you. Titled Blockchain Application in Ad Tech , this document is a guide to better evaluating blockchain solutions. Download it and use it to help you take an informed approach. Beyond that, the Blockchain Working Group of the IAB Tech Lab will be contemplating next steps and shepherding the growing application of blockchain solutions to suit the needs of the industry.
To get involved, visit the webpage and reach out to Shailley Singh, shailley iabtechlab. You must be logged in to post a comment. Toggle navigation. By Miguel Morales Imagine a world where the challenges of digital advertising operations fade into a chain of collaborative record keeping, and full transparency removes the need for out of band reconciliation.
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McCann wins first blockchain client
We the Peeps will use blockchain to try to break the big-money monopoly in politics
Blockchain, after the global hype around it in , went quiet but is now coming of age and is "getting ready to usher in a new era of digital marketing", says Lachlan Feeney, CEO and founder of Australia-based blockchain consultancy Labrys. He makes a case on why blockchain could help in the future of marketing backed by some of its USPs: incorruptible customer data, real traffic and transparency. Australia's pandemic-induced digital transformation boom hasn't escaped the marketing industry, even though digital marketing had a significant lead compared to most other industries. Not only have digital strategies revolutionised the marketing sector in recent decades, but every industry that relies on it, allowing brands to be more targeted and strategic than ever. However, accelerated tech innovation over the last 18 months and a new era of savvy, digital-first consumers present immense opportunities for the marketing industry to push the boundaries of innovation even further still. This year blockchain has stepped out from behind the shadow of cryptocurrencies, delivering on the hype that peaked in Blockchain is far more pragmatic and innovative than a cryptocurrency - its most famous use case - and is already creating countless innovations that are improving the way industries operate and businesses connect with their customers. Its potential to usher in a new era of digital marketing 2.
Blockchain Technology in the Healthcare sector
The proliferation of sophisticated e-commerce platforms coupled with mobile applications has ignited growth in business-to-consumer B2C commerce, reshaped organizational structures, and revamped value creation processes. Simultaneously, new technologies have altered the dynamics of brand marketing, enabling a broader reach and more personalized targeting aimed at increasing brand trust and enhancing customer loyalty. Today, the Internet allows marketers to penetrate deeper into their existing markets, create new online marketplaces and to generate new demand. This dynamic market engagement uses new technologies to target consumers more effectively.
Watchdog investigates tube adverts for Floki Inu cryptocurrency
For Greenfence Consumer, brands are the center of the universe. Traditionally, brands must deal with complexity, uncertainty, and a lack of visibility when trying to connect with consumers. Greenfence Consumer seeks to change the way brands and consumers interact. The company offers a mobile-centric platform for brands to connect directly with vendors, distributors, and customers. Through its platform and technology, Greenfence Consumer strives to solve three key business challenges for the brands it engages: remove the risk of fraud, help brand marketers control their budgets, and enable consumers to easily participate and interact with a greater level of anonymity. To solve these business challenges and help brands increase consumer engagement through new digital marketing opportunities, the Greenfence Consumer team chose to build its platform using blockchain technology.
How blockchain can help fight COVID-19 and secure business revival
For the first time, remote electronic voting was conducted as an experiment during the elections of deputies to the Moscow City Duma on September 8, in three voting districts. The solution was created from scratch and tested by the IT Department of Moscow Government in less than one year. Most of the key participants and customers claim that the experience was successful, the system passed all the tests and proved its resistance to hacking. Thus, the experiment confirmed that the system can be used for other votes. You can read more about that experience on Habr. Back then in a technical working group was created, and it continued to work on the subsequent projects anyone can become part of the group, details will be further elaborated in the article.
Tencent pledges the use of blockchain technology in its biggest annual philanthropic campaign to ensure data traceability and enhance transparency in charitable programs, taking the lead in leveraging technology to promote sustainable development of public welfare sector. Blockchain has the power to make public welfare initiatives more transparent and more digitalized. According to the latest statistics, 50 organizations have already joined the partnership. This number is expected to exceed by the end of the year.
Spearheaded by Isobar India, the campaign leveraged Blockchain Technology powered by IBM to introduce a new level of data transparency and data confidence. This was clubbed with accuracy over the complete campaign delivery while also protecting confidential data. The campaign targeted the brand's affluent audience pegging on real-time data signals such as lifestyle indicators and content consumption patterns. Not only that but the blockchain data audit also validated the accuracy of the information used to verify the audience. The interactive banners that were dynamically customized for every user based on her location and the above signals, displayed the nearest stores she could walk into and buy her perfect shade.
The blockchain database, or ledger, being used by Toyota records transactions or other data points, such as viewability, chronologically and makes that information available to all participants in the auction, including the AppNexus ad tech that buys its inventory as well as the publishers that sell it. The technology Toyota uses enforces standards so each partner on the supply chain is measuring campaigns in the same way, said Inouye. A recent campaign tested the approach and led to a drop in fraud. The test ran for three weeks, though Toyota plans to extend it to more campaigns for a longer period of time. The tests are likely to involve similar partners to the first one ahead of expanding the number of participants.
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