Blockchain and digital advertising — BAT, TERNIO, ADBANK, ADEX — to revolutionize the industry.
The ONE we all know
BAT (Basic attention token) is one we all know. With their Brave browser they’re well on their way on becoming one of the most well-known crypto projects globally. Their recent Coinbase listing, once again, illustrates that they’re here to stay. As BAT is the best positioned crypto project aiming to change the industry, I won’t spend too much time on explaining what everybody already knows. I will limit it to what the token is in short.
The Basic Attention Token can be used to obtain a variety of advertising and attention-based services on the BAT platform, as it is exchanged between publishers, advertisers, and users. The token’s utility is derived from — or denominated by — user attention.
As I’m not the most techy person on this planet, Ternio was a difficult one. It wasn’t immediately clear how they’d change anything in the advertising. IMO, their whitepaper is hard to read and seems to be focused more on the techy aspect, rather than on explaining the use case to less techy investors.
So what does Ternio do:
- Ternio claims to be the Only Blockchain Capable of Handling the High QPS of Programmatic Advertising
- TERNIO provides the only scalable and decentralized blockchain framework, capable of over 1 million transactions per second.
As I said before, the whitepaper is difficult to read, luckily this video gives a more understandable overview.
From the start, Adbank has been about making statements. Their ICO advertisement was a marketing masterpiece and probably the best video ad I have seen in crypto so far. Ever since, they have been hitting all milestones on their roadmap with highlights such as delivering the Adbank network 1.0 and Forbes covering their pilot. The best way to look at the project’s progress is by reading their quarterly overview.
Adbank, pretty much, is a toolbox to existing advertising networks. Their open API will allow projects to ‘plug in’ to the Adbank network. Their Anti-fraud AI (patent pending) and token on the blockchain will create the transparency required to cut out expensive middlemen and reduce ad fraud drastically.
AdEx, once again, has a different approach. AdEx (ADX) stands for “advertising exchange.” They’re building a decentralized platform where advertisers and online publishers can meet to negotiate advertising contracts. The project also includes a user portal for internet users to specify what types of ads they’d like to see and manage their profile privacy and data. By allowing an advertising exchange and giving consumers the opportunity to select advertisement categories according to their preferences, they have a unique approach in solving ‘bad advertising’.
More than one winner
Angelo Dodaro, CMO of Adbank, stated the following: ‘’ It’s really important to shake this belief that there will be one winner in blockchain ad tech. Digital advertising is bigger than the entire crypto market. Will there only be one winner there? Of course not. We had great chats with founders of other ad tech companies in blockchain and not a single one doesn’t share this belief. The winner takes all story is not reality, nor is it what anyone wants in the industry.’’
I do believe that and I believe in different approaches. In the end monopolies are the most unhealthy economies and competition leads to the most innovative solutions.
This is in no way investing advise, it should motivate you to do your own research in case you find it an interesting topic! ;)
Please feel free to leave comments below. Which approach do you like and why? Also do you agree that there will be more than just one winner? Share your thoughts below.