A New Adtech Era: Building a Direct Relationship Between Consumers and Advertisers
Imagine an advertising ecosystem where advertisers have a direct relationship with consumers. There would be no more guesswork, just relevant, real-time communication. Advertisers could receive verified first-hand data and reap the benefits of precision targeting, while consumers would only receive relevant ads from approved digital companies that have paid them for the use of their data. Liberdy is the blockchain-based ad company, which is making this a reality.
In our new, fair and transparent ad marketplace the consumer is in charge. We enable them to commoditize their personal data and get rewarded every time it is used.
Liberdy’s decentralized system benefits all the parties in the ad ecosystem. The consumer finally gains control of the information relating to them. They are not only able to cherry pick which pieces of the information that is harvested on them to share with Liberdy, but they can also un-share from Liberdy at any time. They are paid for the act of sharing and are also remunerated whenever their data is used. The automated settlement mechanism then ensures that the consumer automatically gets paid.
Meanwhile, the advertiser gains access to verified, first-hand data, with which to target their audience that was not previously available outside the walled gardens of Google and Facebook.
So, what actually happens?
There are multiple nodes on the network, and when the advertiser wants to buy an audience, they tell the blockchain the characteristics they want for their target market. The distributed peer-to-peer network then let’s all the nodes know the advertiser ID. The system knows which nodes have relevant characteristics and automatically adds these peers to the audience profile.
The advertiser logs into the audience builder and sends their request. The link to the Demand Side Platform (DSP) where the advertiser wants to send the data is integrated with Liberdy, but not through a centralized server. Rather, it is sent through the peer-to-peer network. This is critical because it means that the consumer is not required to blindly place their trust in us since Liberdy has no technical means of selling the data to 3rd parties under the table. In this manner, the consumer is protected, as all identifiable data is encrypted and can only be decrypted with the user’s private key to which no one else has access.
What does all this mean for the ad industry?
The importance of these revolutionary developments can’t be underestimated. Firstly the status quo that has always favored industry leaders like Google, Amazon, and Facebook has been completely overturned. A new power dynamic with consumers in control is not only a huge win for consumer-privacy and security, but it also gives smaller advertisers a seat at the table. By enabling them to deal directly with the consumer this means that they are no longer under the thumb of the digital giants that up to now have had the monopoly on verified, first-hand data, and as a result, have held smaller advertisers hostage to their demands.
Liberdy is breaking new ground, with a transparent, trustless, ad marketplace that through direct communication with advertisers, only exposes the consumer to relevant marketing and puts them in the driver’s seat when it comes to their personal data. As a result, the future looks safer, fairer and more profitable for all the participants in the ad ecosystem.