The Marketer’s Guide To Blockchain | AdExchanger

The Marketer’s Guide To Blockchain; ; In AdExchanger; 2017-07-06.

Mentions

Backers
  • IBM
  • Comcast
Technology
  • MadHive
  • Rebel AI

Vehicles

AdLedger Consortium
Group

  • IBM,, anchor
  • Integral Ad Science, trading
  • MadHive, a boutique
  • TEGNA, subsidiary of Premion, a DSP for OTT

Scope: unclear

Comcast
Group

  • Comcast
  • Altice USA
  • Cox
  • NBCUniversal
  • Disney

Scope: data share contracts, record transactions in blockchain.
Story: <quote>
a vetted, trusted media buyer could execute a campaign against segments provided by members of the Comcast consortium</quote>

NYIAX
Only: NASDAQ
Scope: sells guarantee contracts as futures; not live inventory.

  • TV ad buying
  • multiple stakeholders
  • multi-party contracts
Interactive Advertising Bureau (IAB)
“in an exploratory phase”, attributed to Allana Gompert.

Tense

All future tense. Very aspirational. Many qualifiers.

AdLedger
Qualifiers: Still forming, working group, will dictate policy, will dictate API specifications.
Comcast
Qualifiers: Not until 2018 [e-o-2018] is “2019,” think: ~600 days
NYIAX
Qualifiers: is developing, proofs of concept, beta partners.

Benefits

  • <quote>securely share their assets without exporting or handing them over to another stakeholder </quote>
  • <quote>And media owners can strike a blow against unauthorized sellers and domain spoofers. </quote>
  • <quote>[remove out unwanted supply chain intermediaries </quote>

Method

  • Use [unique] blockchain keys instead of gimmicky [URL] names
  • Use blockchain <snip/> to log transactions, recording the use of “data”consumer dossiers.

Story

  • <paraphrase>[As] Comcast and Cox, [I have] different inventory rates for specific content or audiences, or [as a] buyer [I] wants to blacklist certain supply sources, <snip> each company’s smart contract and dictates how others on the blockchain can access its data. <paraphrase>
  • <paraphrase>[As an] advertiser [I] could lock up inventory over the long term and publishers could score bigger upfront deals or offer different types of discounts. And in this instance, blockchain would serve as the ledger recording all of these transactions – and their value. </paraphrase>

Problems

  • Slow
  • Does. Not. Scale.
  • Ill-posed
    • The media business wants transparency.
    • The media business requires opacity.
Solutions
  • AppNexus
  • DoubleClick Ad Exchange

Quoted

  • Ken Brook, CEO, MetaX, a boutique
  • Peter Guglielmino, CTO, IBM’s Media & Entertainment Group.
  • Alanna Gombert, general manager of the IAB Tech Lab.
  • Adam Helfgott, founder, MadHive, a boutique
  • Will Luttrell, Curren-C, a boutique; co-founder, ex-former CTO, Integral Ad Science
  • Manny Puentes, CEO, Rebel AI, a boutique
  • Lou Severine, CEO, NYIAX CEO

Soup

  • government-backed legal tender
  • secured bank vaults,
  • bitcoin
  • blockchain ledger
  • guarantee security
  • full transparency
  • smart contracts

Previously

In Ad Exchanger

Listicle

MadHive
AdLedger Consortium, in data trading around OTT
Rebel AI
Something about “hoping to develop”, something about brand safety & ad fraud
MetaX
On-(block-)chain and off-chain solutions. adChain, a protocol on Ethereum. with Direct Marketing Association Data & Marketing Association (DMA)
Comcast
“like legacy data players” Acxiom and Experian; Blockchain Insights Platform; not before 2019.
NYIAX
Is NASDAQ’s proprietary blockchain; a futures recordation scheme, against The Upfronts. Among ex-AOL VP-levels, Bill Wise, founder and CEO, Mediaocean, is a board member
IBM
Bluemix, a services suite, cloud-blockchain frontrunner. Something about having deep pockets, being able to incur long periods of R&D costs, hoping to recoup on IBM services in other domains, e.g. healthcare and finance.
Curren-C
A boutique.

Previously filled.

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