Blockchain-Powered Ads To Disrupt Digital Marketing

Moses Kim
Moses Kim
Aug 2, 2018 · 14 min read
Image for post
Image for post

Why conventional ads need a twist

It comes as no surprise that digital marketing is being controlled by those who obtain the maximum data and run the biggest exposure platforms. This gives these giant companies the leverage to influence the evolution of marketing for everyone else.

Image for post
Image for post
Image credit: GQ

Still, what is blockchain?

The power of a blockchain is not only and not so much in cryptocurrencies as in the innovative approach to doing things on the web and using the web.

“A blockchain wholly controlled by a single entity offers barely incremental benefit.” — Phil Gomes

Digitally scarce

Blockchain grants us the ability to own a unique digital asset, whatever it may be, without a chance of losing it in an unlawful way.

Image for post
Image for post
Image credit: Liz Broekhuyse

What’s in blockchain marketing-wise?

The science of identifying customer needs and turning them into products that could be sold.

Because of the scarcity, ads have to be appealing for customers in the right place, at the right time.

Image for post
Image for post
Image credit: Alexei Vella

Blockchain has the power to change that by removing the third party out of the equation and disrupting the layered system created in the early days of the internet.

Brand authenticity

A producer attributes a unique key to every product item. The key is bound to a blockchain record tracing the item history and providing additional authentic information.

Smart Bill of Lading would designate certain devices as the monitoring agents of certain terms in the shipping contract. These devices would simply relay data to the Smart BoL, acting as a ‘hardware Oracle’ for shipment conditions data.

Disrupting advertising

In the world where attention became a currency, marketers have to deal with something as changeable and fleeting as user tastes and moods.

The reason why companies started incorporating the blockchain principles in advertising is because the very nature of blockchain is always verified and difficult to modify.

Image for post
Image for post
Image credit: Basic Attention Token

Advertising problems blockchain addresses

Media companies fell into a loophole where they owned a resource people would bring their information to, and transformed that information into tangible profit without complimenting the users.

This problem hits both parties as it provides no customer value and does not positively affect the ROI. The adblock is a direct result of this contraption.

Image for post
Image for post
Image credit: Berin Catic

The blockchain method is the heart of such a system. It runs the smart contracts, facilitates the incentives mechanism, introduces decentralized cryptographic monetary options if needed, and securely stores all the data involved in the process.

Conclusions

Blockchain offers almost a self-cleansing mechanism of digital advertising.


Image for post
Image for post
Image for post
Image for post

The Startup

Medium's largest active publication, followed by +683K people. Follow to join our community.

By The Startup

A newsletter that delivers The Startup's most popular stories to your inbox once a month. Take a look

Create a free Medium account to get Top Stories in your inbox.

Moses Kim

Written by

Moses Kim

UX writer and researcher at Shakuro. Former tech writer at Edifecs & freelance translator. #bjj #ps4

The Startup

Medium's largest active publication, followed by +683K people. Follow to join our community.

Moses Kim

Written by

Moses Kim

UX writer and researcher at Shakuro. Former tech writer at Edifecs & freelance translator. #bjj #ps4

The Startup

Medium's largest active publication, followed by +683K people. Follow to join our community.

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store