Author of this article: Xin Nan, Shi Yexi
The development of the digital advertising industry is in the ascendant. In 2017 alone, the Chinese advertising industryvolumeNearly 700 billion yuan, of which,internet advertisingdatadataIt shows that 54% of Chinas domestic Internet advertising expenditure growth share comes from BAT.
As the advertising market continues to expand,Problems such as large traffic monopoly, low settlement efficiency, high traffic fraud, and mutual distrust in all sectors of the industry occur frequently, Some people in the industry believe that blockchain technology will be able to solve the above pain points.
recently contactedPrajna ProChain wants to use blockchain technology to create a transparent and decentralized digital advertising platform that connects traffic owners, advertisers, and users to maximize the benefits of the three parties.
Banruo ProChain carries out technological transformation for advertisers, users and media in three aspects:
For advertisers:Provide advertisers with an Ethereum-based digital advertising smart contract market. Advertisers choose contracts according to their delivery needs, recharge PRA tokens and issue contracts for real-time advertising bidding.
For users:After establishing an Ethereum account and completing KYC, you can get the minimum deposit PRA (anti-cheating); connect to the Ethereum main network through Metamask or a local terminal; enter the media Dapp and log in to the Ethereum account to retrieve the advertising tasks that meet the requirements of the account; click on the advertisement to complete the task , trigger the smart contract; get the PRA token reward according to the ratio set in the contract.
For the media:Create an Ethereum account to obtain user click share; implant ProChains SDK (Software Development Kit, software development kit) or JS code (JavaScript) in your own Dapp; set the types and types of ads that can be displayed in the SDK According to the accepted sharing ratio, the public chain is requested for advertising content that meets the media delivery conditions; after each advertisement click is completed and the smart contract is triggered, the media party receives the PRA reward in the proportion set by the contract.
At the same time, the platform will gradually introduce a real-time bidding mechanism (RTB) in accordance with the development plan to improve the matching efficiency of advertising content, media and users.
At present, ProChain has developed Prabox, and users can obtain corresponding tokens by clicking on the advertisement information in Prabox. Currently, all advertisements published in Prabox are blockchain advertisements. Prochain founder David White explained to the Odaily reporter that prabox is not the focus of the project, but a self-media used to debug the advertising system.
Regarding the future development, David White said that the first step is to perfect and mature the Prabox candy box that is currently online, and the second step is to build a DSP (Demand-Side Platform, that is, a demand-side platform, with precision marketing as the core) system. Advertisers on the chain can automatically place tokens and distribute them to users. The third step is to develop the SDK on the media side, and let the chain media access the SDK to provide data access for the advertisers CRM (Customer Relationship Management, customer relationship management) system.
I have also been in contact withLucidityAnd other projects that combine blockchain with advertising. Although the technical threshold for developing a digital advertising system based on blockchain technology is not high, ProChain believes that it has a first-mover advantage and accumulated industry experience.
In terms of team, ProChain team members have an average of 4 years of blockchain experience, and some members have worked for Tencent and well-known advertising companies. Team members have experience in anti-fraud technology and top 500 customer resources.
Currently, ProChains Ethereum-based advertising system has been launched in May, and the team is developing an EOS-based system. The ProChain team completed the private placement in December 2017, with a financing amount of 20,000 ETH.
(I am Xin Nan and Shi Yexi, authors of Odaily. To explore the real blockchain, please add WeChat Florence-abc, 16601131135 for breaking news and communication. Please note your name, unit, position and reason.)
