The chain subverts the advertising industry and reshapes the 600 billion market trust mechanism

Blockchain technology is known as the technology with the greatest potential to trigger the fifth round of disruptive revolution after steam engine, electricity, information and Internet technology. As one of the high-tech technologies that change the world, blockchain technology is expected to usher in its explosive year in 2020. With the strong support of the favorable policies of the Chinese government, blockchain technology and related industrial innovations have developed rapidly. It is penetrating into various industries at a rapid speed. At present, it has achieved certain successful experience in the fields of finance, government affairs and education, and has also entered the stage of application development in the advertising industry.

In the Internet age, traffic is king. At present, Internet advertising is gradually becoming an important part of the entire advertising and marketing ecology. According to data, the market size of my countrys Internet advertising has reached nearly 470 billion yuan in 2019, and it will continue to grow in the next three years, and it is expected to break through the 600 billion yuan mark. With such a huge market size, users will look forward to new forms of advertising and new ways of interaction. Brand owners will further strengthen their requirements for advertising value and refined control, and some pain points and drawbacks in the industry will naturally emerge. needs to be addressed.

Traffic fraud and low market transparency are the two most criticized issues in the Internet advertising market. Whether it is the phenomenon of cheating in the media or the existence of false advertisements, it is undoubtedly the most typical trust problem that the industrys ecological environment can only handle. The decentralized blockchain technology empowers the Internet advertising industry, and the actual problem it solves is the crisis of trust. Through the blessing of blockchain technology, brand advertisers can be provided with more transparent, more authentic, and more cost-effective advertising marketing services, and can also obtain the highest quality advertising content for users, thus helping the positive development of the entire Internet advertising industry. Good development.

In this article, Wanglian Technology will focus on blockchain + advertising to solve the relevant pain points of the Internet advertising industry, and help you solve practical problems with specific optimization strategies, hoping to bring you some thinking.

What do you think of when you think of Internet advertising? Is it the pop-up advertisement that pops up when you open a certain app in the morning, or is it the news that a certain blogger was reported and exposed yesterday because of the traffic? Or is it a PR article on the marketing account that teaches you to speak fluent English in a week? Internet advertisements are ubiquitous in our lives, but the information is mixed. The most typical problems are the opacity of advertising effect data and the existence of a large number of fraudulent brushes. Therefore, whether it is a brand advertiser with marketing needs or a platform and media that control traffic, it is inevitable that during the cooperation process, there will be disputes about issues such as delivery effectiveness verification, anti-fraud monitoring, contracts and billing periods.

Blockchain technology, with its decentralization, openness and immutable characteristics of information, can play a huge role in solving the dilemma of the Internet advertising industry and transforming the Internet advertising transaction mechanism. The Internet advertising chain based on blockchain technology can decentralize the various subjects in the Internet advertising ecological chain, such as brand advertisers, public relations media, traffic platforms, users, etc., and each individual subject of each node needs to provide Only personal public keys can be used to access nodes, so that encryption technology can be used to protect the information privacy of each subject.

At the same time, the time stamp on the Internet advertising chain makes the data on the chain immutable and traceable, which can ensure the authenticity and transparency of the advertising and marketing big data on the chain, can confirm the information rights, and clarify the job responsibilities of each participant in the marketing activities . The facilitation of accountability also eliminates the possibility of fraud to a certain extent.

Because the information on the chain is transparent and can be viewed at any time, brand advertisers can conduct statistics on advertising traffic in real time, and real big data can also intuitively outline the portraits of target users consumption tendencies, and more intuitively reflect advertising effects and marketing data. It also provides valuable reference for the marketing activities of brand advertisers, allowing advertisers to optimize the proportion of advertising resources in a timely manner, making advertising more accurate.

The lack of mutual trust between brand advertisers and media parties is not only caused by false advertisements and cheating, but also in the fact that legal disputes cannot be resolved in a timely and effective manner. When a problem is discovered, it is difficult to obtain evidence and hold accountable, so the trust in business cooperation is naturally extremely fragile. Regulatory and law enforcement departments should also enforce the law accurately, so that the cost of violations is higher than the benefits of violations, and the benefits of rights protection for victims are higher than the costs of rights protection. Only in this way can the business environment of the Internet advertising industry be better purified and various problems can be further prevented.

Smart contracts based on blockchain technology are one of the best tools to enhance transaction trust. First of all, the use of smart contracts in the Internet advertising chain improves the convenience of transactions. The 7x24-hour intelligent trading system reduces time and space restrictions on cooperation. Even if there are some changes in the cooperation and you want to modify the contract, you can make timely modifications after the two parties reach a consensus. At the same time, all information cannot be changed or overwritten. It can only be supplemented downwards to ensure traceability and accountability. The data under the trust mechanism is completely open and transparent, which greatly eliminates the interference of human factors. The intelligent system can make the most rational judgment on right and wrong, making trust and cooperation easy. Even if there is a dispute in the future, it can be used as electronic evidence to support it.

The use of smart contracts can help people establish a transparent and credible Internet traffic ecosystem, bring participants an efficient and credible blockchain service experience, and deeply optimize the cooperative business model in Internet advertising.

The integration and upgrading of the industry is reflected in the technological innovation of the industrial chain and the continuous improvement of the regulatory system. The continuous development of the industry is naturally inseparable from the continuous improvement of the regulatory system.

In the past Internet advertising industry ecology, the centralization of traffic platforms and the protection requirements for user privacy inevitably lead to information asymmetry, and information asymmetry is the objective cause of many problems. The use of the Internet advertising chain breaks down the barriers caused by asymmetry from the perspective of safe information sharing.

The practice of blockchain technology in the field of credit investigation has achieved preliminary results. Many local governments in my country have already launched the government + market two-wheel-driven credit investigation development model to accelerate the promotion and improvement of local government credit investigation platforms. In the same way, problems related to the Internet advertising industry can also be solved by building a credit investigation system through the blockchain. The creation of the Internet advertising chain uses blockchain technology as a connecting body to link multiple participants in a point-to-point manner, reducing the interference of human factors and reducing some cumbersome processes, which not only reduces costs, but also improves supervision. and user-friendliness.

In addition, the Internet Advertising Chain securely encrypts the data on the chain. On the basis of no data leakage, it can realize the confirmation of credit information data by public relations media individuals and brand advertisers, so as to build and improve a safe, efficient and supervised The credit investigation system of the Internet advertising industry can also ensure that relevant regulatory authorities can inquire and supervise the credit investigation data of various enterprises in the ecological industry at any time.

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