Can advertising be democratic?
Harbour joins the Blockchain Advertising Alliance
One of the neat potential use-cases for Ethereum smart contracts is the decentralization and dis-intermediation of the traditional consumer-publisher-marketer/advertiser ecosystem. How would such a system work in the best possible way, delivering the most value to all involved? Would it be fair? There are of course categorical and moral quandaries, issues, and challenges surrounding for example the dovetailed nature of news, ads, and public relations. There are also gross inefficiencies and issues with current adtech, for example, when users/consumers get shown ads for funeral services after searching on how to cope with the death of a loved one.
That said, there are a number of projects already teasing apart how best to approach and execute on a vision of the future of this ecosystem that is blockchain-based.
And naturally, at Harbour Project, our minds go to how governance could be potentially leveraged in advertising and we started ideation on what could potentially be a novel approach that sets up virtuous-cycle dynamics for the advertiser-consumer-consumer relationship, and that further puts a measure of control back to consumers and higher fidelity of delivered ad to consumer-thought/need. In very early and simple terms, we are iterating currently with a partner on what we think could be a way for advertising to have hallmark and substantive features of democracy.
We will post more on this later, but we are very excited by the possibilities at this point.
Nevertheless, as our interest in this space has grown, we are also happy to announce our membership as a partner in the Blockchain Advertising Alliance.
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