Алтернативен модел на дигитална реклама, базиран на блокчейн технология
An alternative model of digital advertising based on blockchain technology

Author(s): Kaloyan Ganev
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: digital marketing; programmatic; advertising; blockchain; privacy; ad tech; user experience
Summary/Abstract: The majority of brands’ marketing budgets are spent on digital marketing, and its share has been steadily increasing in recent years. Programmatic advertising accounts for an increasingly larger chunk of the digital marketing budget, but the process of purchasing and serving programmatic ads is extremely complex and involves several intermediaries between advertisers and publishers as well as a lot of tracking and sharing of user data. As a result, advertisers’ budgets are inefficiently used, publishers’ margins are shrinking, users’ online experience has deteriorated, and privacy concerns are growing. An alternative, blockchain-based digital advertising model, exists which aims to tackle these challenges using a privacy-focused browser and a cryptocurrency token for payments. This article examines the inner workings of this alternative and outlines its advantages and potential shortfalls.

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