Advertising’s “Trust” Economy Is Broken

Tony Dziekonski
May 30 · 3 min read

Today’s ad tech supply chain is entirely based on trust. Yet we all know it’s chock full of fake inventory, bad data, and fraudsters. Industry executives believe ad fraud is worse than ever and it’s expected to rise to $44 billion by 2022. The digital media supply path is a convoluted, murky mess allowing bad actors to exploit an overly complex digital media supply path. The industry is in a state of emergency.

The blind trust we’ve accepted as an industry fosters opacity and makes it difficult to identify partners who contribute real value relative to the portion of ad spend they extract. Furthermore, the unsustainable growth of the number of partners it takes to complete an advertising transaction means that advertisers’ effective media spend has been reduced to a measly 30% in some cases.

How can we restore transparency to the advertising supply chain, maintain authenticity, and cut out fraud? The only way forward is to adopt an evidence-based approach with a single, agreed-upon source of truth. Once we transition from a “trust” economy where veiled results from third-party verifiers are accepted as truth, to an evidence economy where results can be verified from with math and physics, we can significantly improve advertising outcomes and media spend effectiveness.

In financial markets, a Bloomberg terminal acts as a single source of truth that most everyone on Wall Street relies on to do their jobs. With a Bloomberg terminal, there is underlying evidence — and regulation — that confirms that the price displayed is correct and the source is valid. Without the terminal and regulation, if a broker simply stated the price of a particular stock, you would have to trust that this information was accurate without any underlying evidence. That is where digital advertising operates today. We have no choice but to trust that the information our partners in the supply chain relay is true. Fraudsters take advantage of this blind trust that exists in the ‘guess’ economy for profit.

MadHive’s solution takes the need for trust out of the equation by providing evidence. Using cryptography, we can prove that information is true and unaltered, and leverage a blockchain as a single source of truth.

Through implementing new cryptographic standards across the advertising supply chain, we create a transparent ecosystem in which math and physics prove what happens rather than attestation from third-parties — and usher in an EVIDENCE economy.

At MadHive we challenge ourselves daily to build products that are easy to use, deliver exceptionally effective campaigns, and increase the power of your valuable ad dollars. From game-changing cryptography to the latest in cloud engineering, MadHive uses powerful new technologies coupled with world-class design to deliver evolved solutions.

We are committed to making truly impactful advertising technology that is simple, cryptographically verified, and doesn’t break the bank.

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MadHive

MadHive is an end-to-end advanced advertising solution for digital video that leverages cryptography, blockchain, and AI to optimize business outcomes and deliver evidence-based accountability. Learn more at www.madhive.com.

Tony Dziekonski

Written by

MadHive

MadHive

MadHive is an end-to-end advanced advertising solution for digital video that leverages cryptography, blockchain, and AI to optimize business outcomes and deliver evidence-based accountability. Learn more at www.madhive.com.