The World Federation of Advertisers (WFA) emphasized in 2017 that only 3 percent of advertisers understand how blockchain technology could help reduce advertising fraud. In layman’s terms, the blockchain consists of a list of records, also known as a “distributed open ledger”. Designed to provide absolute transparency and security without getting any third party involved, it means that brands can finally track and monitor all of their transactions.
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A blockchain-based solution to prevent digital advertising fraud isn’t limited to solely keeping records and tracking transactions. It could actually provide media buyers and brands with the tools to analyze transactions themselves, and make sure all payments involved are sent to the right entities. With blockchain, brands can spend their money more efficiently leveraging programmatic channels and optimizing their digital ad supply chains.
Blockchain technology on the journey to prevent ad fraud
There are several types of ad fraud posing challenges to advertisers, agencies, and publishers. Rejecting orders, changing website tracking codes to prevent leads from getting paid, creating fake accounts to get CPA (cost per action) commissions, and providing unrealistic statistics with bots are some of the most common “black-hat” techniques that make up the digital ad fraud ecosystem.
Honest publishers and advertisers are compelled to trust centralized ad agencies because they don’t have the means to verify the statistical analyses and the data offered to them. With blockchain, there is the potential for huge change because the underlying technology guarantees data and transactional integrity, complete immutability, speed and trust. By removing middlemen, advertisers are in full control of their ads.
Data is the backbone of the digital advertising industry. From targeting to metrics, industry players who know how to leverage the data on their hands have the best chances at growing an advantage. Delivering the right message to the right user at the right time is the ultimate goal of every advertiser.
Interacting with online marketing tools such as Google Analytics and Facebook Analytics is common practice amongst most digital marketers and advertisers. However, there is no guarantee that what you see is what you get. A decentralized database that doesn’t rely on any third party or middlemen could revolutionize digital ad fraud.
Blockchain streamlines buying and selling ads with no intermediaries
The decentralized nature of blockchain technology enables advertisers and publishers to buy and sell ads without intermediaries. Developed on the Ethereum network, the decentralized platform Smart Advertising Transaction Token (SaTT) leverages the smart contract system to set clear rules and regulations pertaining to participating in ad campaigns or creating digital ad campaigns. Born out the need to prevent ad fraud and provide equal chances to advertisers, publishers, and consumers, SaTT uses its very own utility token to set some ground terms and conditions.
Given that the Ethereum network is versatile, fast, safe and inexpensive, it sets the perfect ground for distributing rewards on internet traffic by removing all constraints associated with centralized intermediaries.
At the core of SaTT lies ATAYEN, a company that specializes on developing apps for dedicated business pages on social networks like Facebook, and others. After creatings tens of marketing applications for advertisers and publishers, ATAYEN spotted a fundamental industry need: to constantly increase brand awareness. However, centralized tools are unreliable, faulty, and insecure.
To provide a better solution, ATAYEN developed the SaTT token, a decentralized platform that aims to fight ad fraud, speeding transactions and reducing costs through the use of smart contracts and “oracle validation”. Better described as an app between a data source and a smart contract, independent, third-party developers can create “oracles” via the SaTT API. Following this step, it’s up to the advertiser or publisher to choose an oracle – for example the performance, capacity or the security oracle – to validate their applications.
The SaTT token has already kickstarted its public crowdsale and initial SaTT token distribution. The initial coin offering (ICO) will last for two months, until July 1. SaTT tokens are priced at $0.42 and can be purchased in US dollars, Ethereum or Bitcoin.
