Challenges faced by the advertising industry

No transparency
No transparency

Digital ad space is controlled by Alibaba, Google, and Facebook, with 61.2% of combined market share. Some aspects of ad management by these giants are behind the scenes, so advertisers don’t have complete control over their data.

Ad fraud
Ad fraud

According to MediaPost, up to 20% of all ad traffic is invalid; of that, 77% is deliberate, sophisticated fraud. Thus, impression data and the insights derived from it can be inaccurate and misleading.

Data controversies
Data controversies

The fragmentary nature of derived data might lead to the situation where different parties — ad platforms, advertisers, publishers — report different impression figures as campaign results.

Brand safety
Brand safety

With volume and speed too great for manual management, programmatic and third-party ad buying can field ads next to unsuitable content that damages brands, incurring recovery costs.

Data vulnerability
Data vulnerability

Data breaches and thefts stem from a relatively low level of control over who has access to the data, and how the data is used and by whom.

Unstable prices
Unstable prices

Digital advertising market cannot go without liquidity. No matter which ad model advertisers use — CPC, CPM, or CPA — they cannot protect themselves against price spikes.

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Blockchain solutions for advertising from Aetsoft

Direct communication

The distributed nature of blockchain and smart contracts make advertiser-publisher communications direct and transparent.

Trusted data

With blockchain, every piece of ad campaign data is on the surface. You can see who viewed your ad along with conversions and other key metrics — every action is recorded on the ledger.

Verified publishers

Think of blockchain as a highly protected database of publishers where there's a small chance of encountering swindlers when buying impressions.

Security

Single-point-of-failure risks leading to data thefts can now be eliminated, as data on a blockchain network is shared among all participants.

Instant transactions

Smart contracts can streamline advertising transactions, with automatic and instant money transfers to the advertiser’s account upon buying an ad.

Valid impressions

Smart contracts could be used to define the audience impressions should target as well as the number of impressions that count as successfully-achieved campaign goals.

Blockchain applications in advertising

Reduced ad fraud

Use case 1. Reduced ad fraud

Currently

Insufficient transparency of ad impression data leaves advertisers in the dark about who’s generating impressions, which makes marketing analysis and forecasting guesswork.

With blockchain

Blockchain provides you with accurate, real-time insights, giving an exact idea about impression sources and guiding your further marketing activities.

improve processes with Blockchain
Audience targeting

Use case 2. Accurate audience targeting

Currently

When it comes to audience analytics, current analytical tools, though insightful, are not sufficient, with some meaningful metrics inevitably missing.

With blockchain

Blockchain provides you with comprehensive data about audience behavior stored in a single database, so you don’t have to gather information across different tools.

improve processes with Blockchain
Honest prices

Use case 3. Honest prices for ad space

Currently

Due to lack of transparency when making deals, ad purchasers often risk buying ads at unjustly heightened costs without even knowing it.

With blockchain

Smart contracts irreversibly define prices of ad spaces based on specific factors, each reflecting ad performance: views, clicks, impressions.

improve processes with Blockchain

Explore our solutions for:

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KYC
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