Businesses are now spending more than $200 billion every year in order to attract traffic to their websites. The conversation on how to attract more traffic and buys on the website is already around the use of metrics, data and information in improving advertising precision, ROI and customer loyalty. And with the launch of several AI-based ad and marketing platforms, the conversation is likely to get real technical in the near future. The end result is better ad and marketing powered by tech.
There is a huge frustration among marketers today because out of the people who visit a site, only 10 percent manage to register and just less than 3 percent of leads convert into buyers. Therefore, 97 percent of the budget falls through without any income to advertisers. Surprisingly, this percentage comprise of customers who are actively looking for products they wanna buy but cannot find the right match in the businesses they contact. To make matters worse, global ad fraud costs will clock 50 billion in the next 10 years. Compare that with the 30billion needed to solve world-wide hunger!
The pain points for the industry are numerous: transparency in the advertising industry is very low, the characters in every link do not trust each other, issues around whether the data is true, issues around whether the advertising estimates are meaningful or not, and most important the poor privacy treatment of users and their data even as advertisers hunt for personalized advertising and targeting.
And then there is also the data islands, intermediaries, traffic fraud, settlement delay, user hate and so on.
As the conversation gets around the value of data anyone who will have valuable data or using valueable data will be more valuable for marketing systems of the future. But at the center of that lies the problem with overly centralized ad and marketing platforms. So blockchain will revolutionize ad and marketing in many ways, most certainly by bringing the customer more into the perspective.
Below are some crypto projects that are on-going in the area of ad and marketing.
DATx is being developed by Cosima Foundation, in cooperation with QTUM Foundation and Avazu. It seeks to disrupt current advertising industry by building an intelligent advertising ecosystem that is also decentralized and with capability of Artificial Intelligence.
It uses a blockchain empowered advertising terminal and a Smart Contract platform specifically optimized for e-commerce applications. Like many AI ad networks, it will help boost ad audience targeting and precision using AI and big data. The technology provides metrics such as user behavior patterns, time the ad is delivered, length of viewing the ad, and user purchase metrics. Advertisers can use these analytics to better their ad and campaign targeting.
And it packs capability to support one million transactions per second (TPS), which is perfect for advertising. Most current blockchain can support only tens of thousands of transactions hence limited for advertising applications. The cryptocurrency, which is used for transactions in the platform, is already listed on the Huobi HADAX exchange platform. The company already witnessed more than 100 million Daily Active Users (DAU) in its ecosystem, so it s doing very well.
The total supply of the tokens will be 10,000,000,000 DATX. The pre-sale for the project ended with 1.25 billion token sold past the targeted hardcap, and had 1068 times over-subsription.
The team behind the project is based in Singapore. The team behind the project includes over 80 engineers, product managers, architects and UEX experts and members of the Avazu team.
MobileBridge Momentum MMTM
MMM uses a rather different approach for the ad and marketing industry. The token called Momentum, is meant for companies that want to reward their best customers and supporters, and therefore works more like a loyalty token.
As the total value of unused 'points' goes past $100Bn in North America (just an example of how point system is failing) in the future, MMM wants to remove the possibility that companies are wasting a lot of efforts in currently unprofitable loyalty-based systems.
Using the platform, advertisers can launch their own token-based incentive and reward scheme and use them to reward customers for the above (support and loyalty) as well as for buying, reviewing or referral. Advertisers can also leverage metrics to understand customer and interactions. With Trippe M, companies will also be able to reward users for attention, business, brand advocacy and data insights. Consumers will also have full control for their data. Customers who receive rewards launched by a company can also convert these rewards to the Momentum Token through a gateway token, then it will be possible to exchange the token with other reward tokens or cryptocurrencies. Companies will pay for the platform using the Momentum Tokens.
It is based on the Ethereum blockchain. The team is based in Switzerland. The team will hold an ICO on the April 26 to May 26. The MobileBridge Loyalty module was released last year and Functional development kicks off in the second quarter of this year.
LeadCoin is a leads-sharing network on the blockchain where users can buy and sell qualified leads in real-time and monetize their data. The Tel Aviv, Israel-based team wants you to earn LDC tokens every time you share data with companies interested in using it to market their brands etc. You will simply use a cookie or web form which is related to the product or service that the interested company wants to buy. At the same time, companies can give offers to customers who they deem fit as possessing the data they need. In other words, the platform hosts leads that are needful for a specific solution in the market, so it won't be hard to get a buyer for the metrics. Every marketer for instance, want to know how est to target and re-target potential customers.
These leads will also be vetted through an analysis to ensure buyers get what they pay for. As a business that previously bought some leads, you can sell those leads that are unused. Businesses can therefore create a decentralized network among themselves to share, exchange and trade their leads. The platform uses an algorithm that can analyze and match your leads to buyers in real time. The leads can also be sold and shared in real time. It is based on the Ethereum smart contracts.
They already did a private token sale in the fourth quarter of last year and then an ICO in March. They raised $50,000,000 USD in the March ICO. The company will develop the Leadcoin UI/UX and mobile app in the second quarter of this year, then a SDK + CRM integration with: SalesForce, HubSpot and others during the fourth quarter of this year.
Mithril is a blockchain social media platform that wants to make a network that will reward content creators for their contributions to their network through Social Mining. On their part, companies willing to popularize their brands can leverage the network to search for followers and fame.
The algorithm generates user's content and social interactions in the ecosystem and then these will mine the tokens MITH. The tokens will also be accepted by merchants or a merchant network starting with INST.RECYCLE company. The mined MITH can also be exchanged for BTC or ETH.
The tokens will also be used to reward users for other activities such as sharing their stories about use of the tokens, etc. The team is based in South Korea. The token is available for sale at $0.65542.
Friendz is a platform that is already helping companies hook up with people willing to post advertising content on their mainstream social media platform. These are rewarded with the FDZ tokens. The company is already in operational since 2016 and has more than 200,000 users and is generating more than €1.2 m in revenues. The company already has 200 clients, the main ones being multinational enterprises.
Companies can also reward users with the tokens when they create content and perform other marketing activities on demand. The companies that are looking for ad content will post the request on the platform as an activity. The activity is vetted for quality against Friendz guidelines, by a team known as activity approvers. Besides, companies can benefit through brand awareness and product placement campaigns, sharing content activities and market researches. Users can then check for activity guidelines and create desired content for rewards after posting the content on their social media pages. The content will also be accessed by content approvers against quality guidelines. These approvers are also rewarded for their validation of the activity.
The technology is based on Ethereum blockhain. Friendz is already available for Android app. The team is based in Switzerland and the company raised $21,000,000 USD from their March ICO.
Oyster PRL is based on IOTA Tangle and Ethereum. With the innovation -- what they refer as a single line of code -- website visitors can contribute some of their CPU and GPU power to enable users' files be stored on a decentralized and anonymous ledger. The owners of these websites are then paid indirectly by the storage users and website visitors can thus enjoy an ad-free browsing experience.
In other words, because ad banners have been everything -- intrusive, tangential, privacy invasive, and distract from the cleanliness of a website -- Oyster want to change advertising models for good. First, people or companies will pay some portion for a distributed storage space for their data. Then, instead of seeing the advertisement on the visited page, the web visitor will give up some portion of storage space -- by consent-- and the website owner (who was to get some referral revenue when a visitor sees an ad on their website) now gets payment from the visitor's surrender of some storage space.
Definitely the race will turn from installation of ad blocker to fighting malware, may be, or having to contend with a slower PC or computer. Hopefully, the use and storage of data on the IOTA tangle will deal with this. This is in addition to storing an excess of redundant duplicates through the network topology of the Tangle and therefore mitigating data loss threat.
And with all concerns around illegal personal data sharing as companies try to leverage personalization of ads, the network will be zero knowledge, meaning there are no personal information, usernames, nor passwords that will ever used. Instead, it will use private seed keys for uploaded data. The platform will also use mixer contracts for payments.
Those wanting to pay for data storage will pay in Pearl Token (PRL) which are shared by website owners willing to monetize their web content. These tokens are pegged on the market value of storage prices and no reserve will back it up. The user wanting to upload data for storage will pay the Oyster Pearls to two Broker Nodes. These files are securely, reliably, and anonymously stored.
The Oyster Protocol will be published in September this year. The Oyster Contract which mints the Pearl PRL Token (which is already trading) will be audited and reviewed in October this year. The token crowd sale will take place in October 21.
Commodity Ad Network CAN
CAN token is a token already listed by CoinMarketCap and is already trading. The token powers a blockchain network meant for content creators, advertisers and website visitors who feel ad censorship is restricting their performance. The company's ad platform is already live.
First, advertisers can advertise on the network and content creators get rewarded with a much higher ad revenue than is currently with other platforms. The company will build an adserver platform, then probably a search engine, and then a social media platform and a video platform where content creators can set up their channels and websites and where advertisers can serve their ads. The project was launched in 2015.
The platform is targeting a 100% privacy and zero censorship. So for instance, they say on their website that they target websites outspoken against powers and leaders and which get frustrated by their content being blocked, Forex research and analysis media, sound investing, cryptocurrency and blockchain companies and many others.
They already have their CDX token and the Commodity Ad Network. They also have around 50 partners as well as some advertisers on-board already.
They announced at the end of March that they received 164 applications from websites (content creators) but turned down most of them. This is because of the quality of their websites in terms of design and layout was poor or the low quality of their content. However, they have a sizeable number of websites running their ads on their websites already.
ProChain PRA is a Chinese-first precision advertising blockchain based on big data. The token is listed on otcbtc.com and the team is located in Beijing. The platform is in beta now.
ProChain basically targets at helping enterprises to identify what audiences are more suitable for their advertisement goals and targets, and to help them use analytics or metrics in ad audience targeting in order to improve advertising. It combines spider and stream computing, uses the rules engine and machine learning modeling method to identify user behavior, abnormal behavior, and false flows.
The token called PRA is used to facilitate payment and make cross-border payments easier.
Prochain will be making a more accurate big data marketing platform on Ethereum -- more accurate than the current legacy ad platforms. This platform is what the advertisers will use for more precision ad targeting. The company will link the blockchain address and personal metadata of the user to the token reward mechanism. The SDK is provided by the main traffic. After the user consumes the ad, they will receive part of the share of the token as shared with the supply-side platform (SSP).
Adbank ADB uses AI for improved ad targeting and matching. On the platform, publishers get paid for their content on their website when they host ads for advertisers, but advertisers pay less for these ads on a more transparent ecosystem. The token ICO was held in January and the token is already trading.
Artificial Intelligence will not only help cut out the ad middleman but also ad fraud and to reduce costs. And the benefits are numerous given the problems we cited in the beginning of this article because, with currently imperfect ad targeting systems, the person who earns the most (70 percent of ad revenue) is the middleman; the user (customer who buys) gets nothing out of the revenue, and the advertiser gets short of what they expect in terms of ROI. Then the middle men control data and sell and use it to their advantage.
Additionally today, 50% of all digital ad revenue is lost in the ad buying ecosystem. Besides, much of the advertisement revenue gets wasted through click farms and ad stacking because they essentially do not deliver desired value.
Basically, this company's platform's Ethereum-based protocol consists of analytics and an anti-fraud artificial intelligence engine.
The company held its ICO last year December and has released tokens for alpha preview of the platform. They launched the AdBank Network Ad Platform on March 2018. The company introduced a payment protocol for the platfrom this March.
They also have a patented anti-fraud AI engine and are partnering with VR/AR Ad Platform Advir.co. Content creators can earn ADB tokens by completing bounty tasks including in the categories of Social media & Newsletter Campaign, Bitcointalk Signature Campaign, Blog posts/Article Campaign, Translation Campaign and Telegram Campaign.
ClearCoin CLR is a is a utility token for a technology platform that facilitates the buying and selling of advertisements on a decentralized network. The project raised $6.1 million during their ICO that ended on April 1.
However, the token is already being traded at HitBTC, Yobit, IDEX exchanges.
With this ad platform, advertisers can execute media buys through a programmatic Omni-Channel Dashboard that features major publishers like Facebook, Google, Instagram, and Display Ads pulled from the top supply sources in the industry. The platform currently bids (the media buys) on over 30 ad exchanges and platforms including these popular social networks.
Advertisers can buy ad spots on these platforms using ClearCoin to increase awareness of their brands and campaigns. The company also has AI + ML Cohort, Demographic, and Sentiment tools to help advertisers launch highly targeted ad campaigns. Advertisers can also track ad inventories. In other words, with the technology, brands are able to secure ad inventory with precise targeting. They can also use mobile devices (with iOS & Android apps) to check ad analytics so that they can improve ad campaigns. It also targets marketers, publishers, brands and agencies as well as ad networks.
On the other side, publishers earn revenue when they sell ad spots to those in need. Also, the platform can detect and block non-human activity and blacklist publishers, to ensure quality of ad spots. The model is also based on auction format bidding to ensure good economics in the market.