The Blockchain-based Digital Ad Platform Aiming to Transform Marketing and Advertising
Advances in technology such as AI, machine learning, and blockchain are transforming multiple industries as the digital transformation gathers momentum. The most significant casualty of this new digital era is the removal of middlemen that typically offer little regarding value.
The world of advertising is no different. Publishers have been struggling for a few years with the decline in sales of physical media and elements of resistance to paywalls and online advertising. In an age of collaboration and sharing stories, the current methods act as a barrier between the publication and the more casual reader.
For the average user, online ads slow websites, track their every move online, drain phone batteries and even obstruct content. But publishers need this revenue to provide quality journalism, or so the argument goes.
There now seems to be a wind of change in the air. In the same week that Google Chrome released an update that automatically stopped those annoying auto-playing videos, bosses of the most prominent newspapers made a dramatic U-turn on how they see the future of publishing and advertising,
The Dow Jones Media Group is best known for flagship titles such as The Wall Street Journal, MarketWatch, Financial Times, and many other traditional publications. However, they are taking an innovative approach by partnering with the Basic Attention Token (BAT) cryptocurrency and Brave browser.
The token promises to cut out any third-parties from advertising and replace them with a new revenue-sharing model directly between the readers and the publication. As the Facebook-Cambridge Analytica data scandal continues to make readers question their privacy online, the Brave browser has proven to be a hit with users by natively blocking all advertising by default.
The most intriguing aspect of this new emerging model is that it reconnects users and publishers without compromising privacy. A limited number of early-adopting users of the Brave browser will also gain full and free access to Barrons.com or a premium MarketWatch newsletter.