Working Towards Adoption
For the past two years, the MetaX team has continued to deliver and we are closer to realizing our ambitions for adChain. Although we have found some levels of success, we have many more miles to go.
Blockchain isn’t a cure-all for all of the advertising industry’s problems — that’s a misunderstanding driven by the excitement of evangelists and speculators, and although this new distributed technology has limits and tradeoffs, blockchain isn’t as unrealistic or impractical as some of the detractors say. The truth is somewhere in the middle.
For blockchain to provide this revolutionary trust and transparency, it requires, just that, a revolution.
Yes, everyone involved in an advertising transaction must participate and follow the rules. With the basis of universal fact, more reliable judgments can be made by stakeholders, by ML software and AI, and by communities of overseers. Bad actors can be avoided or blocked. Responsible players, rewarded. So for blockchain to create change at an industry-wide scale, it requires coordinated, industry-wide adoption. This is our biggest challenge, but momentum can change the tides. Realistically, a major change is needed for the sake of our industry and the integrity of the internet.
In the context of digital advertising, a decentralized platform can bring accountability to the identifiable sources who provide logs of ad serving events abstracted from the confines of walled gardens. If a participating enterprise wants to see the logs of its campaign activity — boom — the data is there. There’s no account representative at a billion-dollar company to ask. Frictionless auditing can exist in the world of programmatic advertising and we have yet to realize, or even understand the value + cost savings of data synchronization in our industry.
Most importantly, it gives us something we can TRUST.
It’s something we can coordinate around and enables the scaling up of human decisions. Building from this basic starting block of objectivity, and accuracy, the greater industry can start to address the pain points.
Determining what advertising impressions are fraudulent takes intelligent and experienced judgment, which is where third-party vendors, additional software, and consensus-based decision-making comes in. The same is true for counting impressions, measuring viewability, and discerning whether an ad lives up to its insertion order. You can’t replace human activity and effort, nor should we want to. This is why we have spent the last six months developing a new digital marketing system backed by a network of skilled humans.
These new web applications will prove to be the onramp for our adChain Registry decentralized application’s adoption. We are excited to introduce our new products in the coming weeks and we will continue to update the community on our progress.
