Blockchain Ad Network : Stop Ad Fraud, Start Impacting
Nowadays Businesses have a social responsibility to improve the communities they evolve in. Big corporations on a global level as small businesses on a more local level see a percentage of their annual profits going towards social impact projects. Corporations have to update the public on progress done regarding their social impact when they wish to meet United Nations’ standards of the 2030 sustainable development goals (SDGs). One of the best methods to reach target audiences is digital advertising as well as through data collection from digital platforms. However, with the data transparency requirements and digital advertising under scrutiny for big brands, blockchain technology aims to save the digital ad industry. Considering this last information, NOIZ is a win-win solution for all parties involved. Thanks to its AI-enabled, decentralized cognitive advertising network based on a blockchain system, it is allowing advertisers to more accurately and honestly collect user data while also providing users the opportunity to quickly and easily donate to social impact organizations. NOIZ aims to provide complete transparent data (no more ad fraud) so brands can now determine a true return on investment (ROI); users feel more comfortable engaging with brands through incentives; publishers can generate more accurate data reports, take part in social impact campaigns, and still profit from ad space fees.
The rise of corporate social responsibility (CSR) and social impact programs
The executive chairman and founder of Starbucks Corporation, Howard Schultz, has said: “Companies should not have a singular view of profitability. There needs to be a balance between commerce and social responsibility. The companies that are authentic about it will wind up as the companies that make more money.” In the last decade, many corporations developed social impact strategies to revamp their CSR campaigns. Revealed through technological progress, the overwhelming amounts of evidence surrounding environmental damage and ethical business practices have pushed governments, consumers, employees and investors to look for corporations and private businesses building a sustainable and inclusive world. As a result of implementing CSR campaigns, companies are seeing profits increase. Patagonia for example: built a following of consumers who continuously purchase Patagonia products. Result of the company’s efforts towards sustainable projects of environment preservation and restoration. Digital world is the most significant aspect that has helped Patagonia in their social responsibility attempts. While concerns over social responsibility are brought to light quickly and drastically through the rise of social media brands as Patagonia can thrive in this light (see Patagonia Blog). To do so, they need to ensure to thoroughly inform the public; brands also should go after truly impactful projects with the ability to snowball on a massive level. In addition to the public demanding updates on social projects, so are the governments in compliance with the Paris Accord. These institutions have requested to corporations an allocation on their annual profits towards social responsibility programs. India has even made it a requirement for corporations to pend a minimum of 2% on CSR projects when they reach 105 million EUR annual revenue. (see more here) Still, countries such as Japan, UK, France, India and US have a CSR reporting rate above 90% according to The KPMG Survey of Corporate Responsibility Reporting 2017. Providing complete community awareness and maintain a positive outlook through very strong marketing campaigns drives CSR and social responsibility projects to success. With the impact of the digital world, as mentioned above, digital advertising plays a key role; but due to a lack of transparent data in digital ad spend in 2017, there is now a high demand for new method of digital advertising among big brands.
Digital ad fraud, the act of online bots skewing marketing data, took the advertising industry by storm in 2017
Programmed bots, not real people, are inflating the numbers of views, clicks and even impressions that determine the costs and effectiveness of digital advertising. Big brands demanded transparency in 2017 from ad networks like Google and Facebook. P&G Chief Marketing Officer Marc Pritchard spearheaded this demand in January of 2017. To make things worse for the digital ad industry, a study conducted by Adloox and commissioned by WPP and The&Partnership estimated that advertisers wasted 16.4 billion USD in 2017 as a result of ad fraud traffic. Additionally, a Juniper Research report has predicted that ad fraud will consume 19 billion USD in 2018 and 22 billion USD in 2020. With Marc Pritchard announcing a decrease of 200 million USD in P&G’s 2017 digital ad spend, and many other Fortune 500 companies making similar cuts, the amount of money getting spent on digital advertising took a turn in 2017, and ad agencies, like WPP paid the price. While many online ad platforms work to solve the data transparency and ad delivery issues, blockchain is stepping up to settle this brouhaha.
Enter in the NOIZ solution
Similar to the current digital advertising model, where ad exchange platforms act as intermediaries between advertisers and publishers, the secure NOIZ platform will produce and distribute digital ads across publisher sites on behalf of advertisers. So how does NOIZ differ from the current method of digital advertising? Through AI and blockchain technology to authenticate user data on an ad exchange platform, Noiz is tackling the issues of ad fraud . Thus when users come across a brand’s ad, which is using the NOIZ platform, the users will see a dialogue box enabling them to interact with the ad, directly providing their data to the advertiser in exchange for a NOIZ credits. Which means that in addition to having decentralized, secure data through blockchain technology, every NOIZ ad is equipped with Artificial Intelligence software that is linked to a natural learning process (NLP) API. Users can also determine, depending on advertisers and publishers, what personal information they make available, such as age, gender and location. The Credit flow of the NOIZ allows:
- Keep their credits to play the market or trade them.
- Redeem their credits for coupons offered by advertisers and publishers.
- Donate their tokens to a charitable organization.
In the case of redeeming a token, the token does not go to the advertiser or publisher, but rather to a charitable foundation.
- Exchange their credits, hold them to play the market.
- Give credits to users in exchange for user information, making it so the publisher can generate authenticated data reports for media kits.
- Donate them to a charitable foundation.
In both cases, the user intent will be use to social responsibility projects when the ad is specific to a CSR campaign, NOIZ ecosystem allows to support social impact projects. User interactions collection are like survey data, learning what is most important to their communities to help social impact organizations.
Promote their CSR campaigns efficiently and make it easy for the public to get involved should be a norm for companies. The NOIZ ad exchange platform will provide users greater incentive to engage with ads in a way that they control the information sent back to advertisers and publishers as an addition to make digital advertising data is transparent, available to both advertisers and publishers. What is making NOIZ a truly unique ad exchange is the increased and validated engagement on ads combined with the connection of NOIZ to charitable foundations. Now is the time to make yourself heard.