#AdTech in the age of #Blockchain. Who’s Who on the Decentralized Advertising Scene?

Mad Men are dead. Long live Mad Men. Ad scene players are facing the challenge of the high speed roller coaster of interface metamorphoses sweeping on the track of desktop > mobile > VR/AR > IoT, plus the advertising media evolution of banners > interactive ad formats > native ads > advertorials > videos, plus the adtech trends of Big Data, Machine Learning, Real Time DMP + DSP + SSP, Cross-matching, Per User Customized Creative, Profiling Each Visitor, Post Cookie Advertising, Header Bidding, Blockchain

Online communication & content platforms have grown to unprecedented heights, creating such new categories as communication apps, social engagement and user experience, phrases that no one would have got a few decades ago. On the other hand nothing spectacular has emerged on the arena of online advertising (and especially display advertising). We have around 3,77 billion online users. They spend roughly 60 % of their online time on social networks. This clearly shows that the battle for display traffic is between a number of players, with no single contestant as is the case with online searches. Every app is striving hard to earn keep its users engaged and active.

At the same time the advertising scene had been shaking for years as banners and display ads were already easily recognized and ignored by users. Adblockers won popularity and publishers had to struggle for CPM rates, while brands and marketers were competing for impressions at the lowest price.

Current online advertising revolvesaround numbers growth, counted either in impressions CPM, clicks CPC/PPC, conversions CPA or CPS. This plethora of numbers conjures an impression of scientific accuracy and strict accountability being applied to advertising. But, it is numbers again, that showed ROI-s consistently going down with each new metric trend adopted.

This ever more evident discordance could hardly have remained unnoticed. Finally adtech leaders took a slow and difficult change of course into the new generation of advertising media: contextual ad networks, in-content ads, programmatic bidding, native ads, DSP, SSP, DMP, DFP, header bidding.

This evolutionary shift should have left us confident about treadding the right path and dutifuly doing the best we could, unless an unforeseen circumstance had come up. Blockchain.

This time, it is all different. This is not the next trend. Thisi s a complete overhaul of the concept of doing business online. To an effect, online advertising would undergo dramatic change, too.

What is going to be different?

The first huge rapture would be affect all those impertinent, hidden flaws inherent to our trendy buzz topics, tools and job roles (strategy account manager?!). They would no longer be hidden. They’d appear on the surface, so they’d inevitable become acknowledged and this is exactly the predicament for solving any problem. ‘It’s all smoke and mirrors to get more money’ approach would be gone, hopefully :).

How is this going to happen?

“People overestimate what a technology can do in two years and underestimate what same technology will bring in 10 years”Blockchain Ecosystem OverviewA) Problems/ Causes:

  • high-speed trading is still a big issue

B) Solutions / Implications :

  • transparency

Have you ever wondered how revealing your real names was an unthinkable breach of privacy in the Myspace era? No matter if it was Myspace or another less popular social network, or another online service, you were never asked to provide you real names publicly. Then, Facebook, somehow made us all appear with our real names and no only; more and more personal information has been steadily made public with our (opt-out) consent. Well, the same kind of transparency revolution coming over with the #Blockchain ecosystem. And not only: we are about to experience less middlemen, less broken communication, less complications and then, in addition to that, proven value/ROI feedback before you have even started cooperation with another party!

Now imagine implementing those approaches on the advertising scene. This is what the Brandvertisor team has been building since 2015, as the Transparency Advertising Marketplace concept. The emergence of Blockchain just provided the right context to articulate this concept better and made it tangible in a way. This is why we are giving it an updated moniker: Decentralized Advertising Marketplace.Brandvertisor is the first and only kind of advertising marketplace where you’d be able to browse profiles of global white listed publishers through contextual filters/ categories based on relevance/ rankings based feedback and traffic stats. Each publisher profiles would have detailed and well-structured information about all you might need to know as an advertiser — audience demographics, traffic, rates, etc. We are going to build this database through an open source ad delivery infrastructure, synchronized with all modern and proven adtech standards.Let’s meet up and discuss more about Blockchain into Adtech adoption at the Brandvertisor booth @ Web Summit 2017 on 7 Nov @ Booth A109So let see who’s who in the #AdTech decentralization .. and future standards:1. White listed publishers initiatives :A) Problems / Causes:.

DISPLAY LUMAscapefrom LUMA Partners

  • unknown publishers traffic: any publisher with low quality traffic can register and send traffic under random ID. If he gets banned, he would sign up again. Now imagine that happening over 20 ad networks…

I used to be a co-founder of an ad network and I know from first hand experience, that sometimes you need to balance between publishers and advertisers happiness (it’s the two-sided market dilemma) and for that purpose you need be less careful about mid-quality publishers, so that advertisers receive traffic instantly and publishers to get paid on time.

B) Solutions / Implications:

It’s an exhausting act of constant balancing between low-mid-high level traffic and low-paying advertisers, eager for refunds, expecting sky-rocketing ROI-s for close to zero investments in creative or conversion funnels optimisation. At the end you have to close big budget deals on low quality traffic.

2. Header Bidding:A) Problems / Causes:

How come? I realized I was not that type of a salesman That’s how I decided to start Brandvertisor back in 2015.

B) Solutions / Implications:

  • ADS.TXT — USA agencies initiative — iAB Labs, Google GDN & leading programmatic networks joined the initiative of verified only and KNOWN publishers (it was about time in 2017

3. Open source initiatives:A) Problems / Causes:

  • slow banners & cookies loading (10 seconds on average to load banners on Alexa 1000 website in 2017!?)

B) Solutions / Implications:4. DSP / SSP / DMPA) Problems / Causes:

  • Google DFP — this time Google did their homework before launching the Beta

B) Solutions / Implications:5. Fake NewsA) Problems / Causes:

  • lack of industry standards: API/ Ad Formats/ Publishers IDs

B) Solutions / Implications:6. Data implementation: actual usage/ synchronization & integrationA) Problems / Causes:

  • lack of industry API Protocols

B) Solutions / Implications:7. Machine Learning & Performance into MadTech:A) Problems / Causes:

  • Facebook is the ultimate political PR marketplace. No need to get into details of all the creativity put by those guys to win another mandate.

B) Solutions / Implications:8. Post cookies advertising:A) Problems / Causes:B) Solutions / Implications:9. Proximity (GEO/Location based) Advertising:A) Problems / Causes:

  • lack of global data pools: by industry/ category/ tags; audiences: geo/ age/ sex/ finance/ interests

B) Solutions / Implications:

  • data pre-sorting according to algorithms needs

A) Problems / Causes:

So many innovations come with years of delay… (or so we think, no one scheduled them after all, right? ) Suddenly the Blockchain technology emerges and uncompromisingly sheds light over all those flaws festering for years…

B) Solutions / Implications:

Here is an overview of AdTech/Advertising #Blockchain Trends, Projects, initiatives & worthy DAO’s/ICO’s in 2017:

  • lack of transparency: both of pricing & traffic sources

C) AdTech DAOs & ICOs:

https://www.iab.com/news/blockchain-for-advertising/ iAB seems excited on the Blockchain into advertising

DAC (Decentralized Advertising Community) Utopia: A) Problems / Causes:

  • Papyrus.Global — those guys seem to know their game! Theirs is the most detailed and solution-rich white paper I have come across in the Blockchain trend. They focus on building a decentralized advertising ecosystem, helping all AdTech entrepreneurs to build their future advertising apps on the Blockchain. They offer 50k transactions per second, compared to Blockchain’s 7/s. Their focus on a single industry could make them a leader. They have attracted some of the finest advisors and have an experienced team, so I am expecting them to scale big over the next few years

B) Solutions / Implications:

Starting as a Transparency Advertising Marketplace in 2015, we have evolved to a Decentralized Advertising Marketplace in 2017. Since our beginning, our vision has been to bring transparency into AdTech, in all its facets, from pricing (fixed), through traffic sources (tagged, currently block-IDs lifetime), to direct communication and ROI/ performance tracking & feedback between all participants in the advertising ecosystem, as well as bringing full public data about each participant, in a free public profile format. As Adeo Ressi instructed me this summer, Brandvertisor should follow the Hammer business model, helping brands & publisher organizations with “rethinking and redesigning the way work is done to better support an organization’s mission”.

  • people are short-term thinking animals after all. Most people are reluctant to adapt and seek to survive on minimum change.

My DAC Utopia is:21 Century AdTech/advertising community for everyone who wants to contribute, vote, build, optimize & support other industry players and grow his business on the principles of cooperation/co-sharing economy/ and transparency. Everyone who builds quality and follows the community standards can instantly access billions of clients through real time b2b cross-partnership framework based on the #Blockchain infrastructures.

Automation & programmatic would have been all great, if they were really done as the AdTech companies claimed — excluding middlemen strategy account managers or ad agencies & publisher agents striking deals for pre-sold inventory or ad networks mixing high quality with low quality traffi and even bot traffic, etc. #Blockchain currently looks like the only infrastructure possible to enable a system level approach. No one would be able to disturb or bypass the whole process, as it would be tracked, compared, given public feedback and checked to industry standards and API protocols. Behind the scene phone calls would not be able to sell traffic inventory for a private deal, as that would become visible on the chain transaction. People would be able to ask questions, provide feedback and react in real time, within multiple platforms. Blockchain would make your payments & b2b transactions transparent. The block-ID would be for lifetime and transaction would not be possible to delete. Those looking to make long-term business would better stick to the rules or the market would punish them with their coin ledgers :):

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Nedkov Brandvertisor.com

http://Brandvertisor.com - Transparency Advertising Lab >>> Connecting Brands Advertisers with Publishers by Matching Filters.