How Blockchain Disruption is judicious for Digital Advertising?
Dec 23, 2017 Posted / 2086 Views
In a corporate environment, disruptive is not a negative idiosyncrasy rather a constructive change, especially if it is used in the discipline of innovation and technology. After the rise of Internet, the blockchain technology is acknowledged as the next game-changer because it is definitely opening up to brunt digital advertising, a $223 billion comprehensive industry. In this case, the status quo is not something to be accepted because it is predominantly filled with ad-bot frauds and hacks that create false traffic and website clicks.
For instance, if you're marketing professional, and you fritter $1 million on making video ads and you find that your video got 500,000 views, however, only half those views might have involved real people.
Artificial impersonations are not frivolous matter, especially when these scams are diverting your money to hackers. You will know how much ad spend is wasted. May be $70 million each day or $25 billion by 2018 and deceptive advertising schemes spread like a virus in mobile and applications space.
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Blockchain technology involves decentralized processing, confirmation, verification and immutable storage of data. Once information is documented, it cannot be cancelled out. The blockchain can record transactions or database entries in an unaltered state, thereby upholding the genuineness of data for upcoming observers such as proposal users, assessors, regulators, customers and other stakeholders.
Imagine taking a photo of an object, however, the picture can never be changed or photo-shopped. Blockchain works on a similar pattern. The decentralized substantiation is a definite means of averting any single party or hackers from manipulating records. These traits are helpful in avoiding ad fraud because hackers, which distort identities, obfuscate data and inflate views or clicks, are using several bots.
There are some startups in the market, which are leveraging the blockchain technology to thwart fraud in advertising. Nevertheless, ad bots these days are making things complicated by utilizing several techniques, which make it hard to detect. Bots are often positioned thousands at a time, and they're premeditated to impersonate human behavior so that impressions, website clicks and exchanges don't elevate doubts. The bots' engagements upshot the money paid to hackers.
There are several platforms, which let advertisers recognize and recompense advertising and IT professionals with tokens so they can detect ad bots and preserve the systems. According to the many analysts, this work is all about leveraging and paying experts who can prevent deception in its initial period. In substitution, experts can receive, operate or use tokens in the market.
There are many technical methods like using machine learning and device information such as IP addresses, algorithmic scrutiny of interactions in addition to several proprietary techniques that record information about users and interactions. Eventually, it's all about detecting and interpreting these signals so managers can avert bots from documenting fake impressions, avoiding impersonations and conversions.
Automation is not decent to adopt especially if the process is broken. In online and web advertising, there is obviously room for innovation, which can differentiate between a bot and a genuine person. The blockchain may seem like an uncomplicated technology, but the immutable storage of data is an enormous headache for web fugitives.
Applancer is an open platform for discussion on all things like Blockchain , Cryptocurrency and Ico news updates. As such, the opinions expressed in this article are the author's own and do not necessarily reflect the view of Applancer .
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