At the moment, digital advertising is one of the most lucrative industries on the planet.
A variety of projects have attempted to better link customers to their products and allow customers to own their data through the blockchain since the development of Ethereum.
Basic Attention Token, Bitclave, AdEx, and AdsDax are all blockchain-based projects that aim to dominate the digital advertising market.
Let's look at what these projects are up to and how blockchain technology is being used to revolutionise digital ads.
Basic Attention Token (BAT)
Simply put, Basic Attention Token aims to monetize users' attention by rewarding them for watching advertisements.
BAT (Bitcoin Advertisement Token) is a decentralised advertising token based on the Ethereum blockchain. The goal of BAT is to build a decentralised ad exchange marketplace that will link advertisers, publishers, and users. In addition, BAT will monetize user interest and eliminate all other unnecessary ad network costs.
Brave, a fully decentralised web browser, was developed and released by the same team behind Basic Attention Token. Brave prioritises privacy and speed, and by default, it blocks all intrusive advertisements and trackers. Brave, unlike most adblockers, blocks all advertising without discrimination.
The Brave browser keeps track of your attention to see what kind of content you spend the most time looking at. Publishers are charged depending on how long users spend on each platform. It is difficult to tamper with the information gathered because the browser uses the blockchain to keep track of everything.
Bitclave (CAT)
Bitclave is another project that is working on a range of advertising items that use blockchain technology to protect user identity.
Limitless Incentive, Dsearch, MatchICO, and Vault are Bitclave's four main items to date. Each of these items addresses a distinct issue related to online ads and navigation.
Limitless Reward provides online shopping incentives and cashback, Dsearch is a decentralised search engine, MatchICO is a platform that helps you find the best ICO investments for your profile, and Vault is a data management system.
Bitclave has also created the Bitclave Active Search Ecosystem (BASE), a free, decentralised ecosystem that allows users to own and share their personal data selectively.
The CAT token is used for internal user experiences and incentives in the project.
AdEx – Ethereum-based advertising
AdEx is a blockchain start-up aiming to change the global advertising industry. AdEx's goal is to bring together marketers, publishers, and everyday web users in order to create a transparent, open-source, and tamper-proof display advertising ecosystem.
AdEx has developed a decentralised advertisement hub that is driven by blockchain technology's peer-to-peer benefits. Since AdEx is based on the Ethereum protocol, any time a website impression is processed via it, a new transparent and auditable transaction is created.
AdEx plans to remove middlemen from the advertising workflow, meaning customers will always be the keepers of their financial data. Advertising companies and publishers can connect on a peer-to-peer basis, ensuring that both parties get a fair deal using the reliability and robustness of Ethereum.
Finally, the AdEx platform uses the DAI secure token (pegged to $1) for all publisher-advertiser transactions, as well as its own native token, ADX, for staking with the network's validators.
The AdEx platform has already attracted a significant number of users, with over 9 million impressions since its launch.
AdsDax
The AdsDax project aims to create a single forum and marketplace that makes all aspects of digital advertising easier to handle.
The platform is designed to cover the entire advertisement supply chain, including not only ad production, campaign distribution, traffic and content verification, and yield optimization, but also transparent reporting and costing.
AdsDax is using blockchain technology to build a decentralised ecosystem for the advertising industry in order to achieve these goals. AdsDax Ads Development Kit (ADK) is an open software development kit (SDK) that is a single line of code that contains all of the logic, assets, and video players needed to execute a wide range of stream video, display, and rich media advertisement spots.
Hopefully, this platform would enable all participants to profit from the money currently wasted by middlemen, rewarding customers and incentivizing participants to build more engaging and meaningful ad experiences.
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Brave for BAT