The blockchain can change the advertising strategy of the Internet. Facebook and Google can leave the game.
by Victor Gryshchak, CEO CryptoCapitalNews
“Game in one gate” does not suit users. This unfair system should change and we need to take steps to make the Internet useful to everyone who uses it.
In Internet advertising, the largest share of advertising covers companies - Facebook and Google today. This order of things does not surprise anyone. These two firms are huge technological giants that have an impact on virtually everyone and occupy a significant time in our lives in many ways. This works, since they own a huge amount of user data about ordinary residents. So, for example, the Facebook site collects information about its users and sells these data to conduct more effective advertising campaigns. This is a very lucrative business - last year Facebook earned more than $ 40 billion.
The audience of such sites attracts a huge selection of quality content: text blogs, videos, study materials, books, music and much more. On platforms for the joint creation and use of content, such as YouTube, most often earn their own sites, rather than authors of content. If he is new to this business, then such a creator of content may not be monetized at all. This seems unfair. Especially when you realize that most of the content is created by ordinary users, and the sites offer almost nothing.
A Cruel Reality
While you are reading this text, Google, Youtube, Facebook and other platforms earn you huge profits from advertising. Such advertising is based on content created by creative users. Content attracts traffic, which is then resold to advertisers. In the process of work, traffic is mixed or sold wrongly, which is why sometimes users see ads that are not suitable for their interests. This is bad news for users who see annoying ads, and for advertisers who pay for an audience that does not care about their product. Sometimes this audience turns out to be wrong even for basic demographic indicators. Moreover, the authors of the content itself are rewarded unfairly. Despite the obvious benefits of their work, the money they receive does not clearly reflect the real value. So, Google takes a lot - about 45% of advertising revenue. In such a system, it seems that everyone loses, except for giant platforms. How can we change this situation?
Creating a “friendly” Internet
There are a number of possible solutions to this problem. True, most of them are rather complicated for the end user. The ultimate goal is to make the Internet less irritating and intrusive. For example, as Kind Ads, it uses blockchain technology to create a decentralized advertising system. This will make it possible to more intelligently redistribute resources from giant platforms to ordinary Internet users. The decentralized platform they plan to build will eliminate the need for intermediaries, such as Google and Facebook. Thus, advertisers will be able to work directly with content creators and not pay large commissions to platform owners. This will lead to larger and faster rewards for people “standing” for content creation and will allow them to more efficiently monetize their work. Many who now conduct their social network for the sake of a hobby will be able to earn good money on this.
Consumers of content will also benefit - they can share their personal data with advertisers directly, for which they will receive a reward on the Kind Ads site in the form of tokens. In the end, the advertisers themselves will also be able to take advantage of this and adjust their advertising more accurately. Their advertising will be shown to those people who are really interested in buying certain products. As a result, such a decentralized system is a victory for all. This is a step from the existing Internet monopolists towards the Internet, which is pleasing to all.