Magazine publisher Dennis wants to improve the transparency of digital ad trading, and it believes blockchain technology could hold the answer.
杂志出版商 Dennis 希望提高数字广告交易的透明度,并认为区块链技术可以解决问题。


The publisher is leading a project to create an SSP prototype using blockchain, best known in the financial space as the technology underpinning bitcoin. The goal: Root out any potential fee-skimming within digital ad transactions so publishers and buyers can see exactly where the money is going.
Dennis 正在领导一个项目,使用区块链 — 在金融领域为人所知的支持比特币的技术 — 创建一个SSP原型。目标:去除数字广告交易中的任何潜在的费用剔除,发布商和买家可以准确地看出资金的流向。

The scheme also has the backing of five other publishers including the Guardian, Financial Times, CNN International, Reuters and Mansueto — all members of the programmatic ad alliance Pangaea.
该计划还得到了其他五家出版商的支持,包括 Guardian, Financial Times, CNN International, Reuters and Mansueto - 所有程序化广告联盟 Pangaea 的成员。

Dennis applied, on behalf of all Pangaea publishers, for funding from Google’s Digital News Initiative. This week it was granted €160,000 ($182,000) by Google DNI to create the SSP prototype.
丹尼斯代表所有 Pangaea 出版社申请 来自Google Digital News Initiative 资金。本周,Google DNI 授予16万欧元(182,000美元),以创建SSP原型。

Blockchain has been hailed as a useful way to improve transparency and lessen fraud in digital marketing. Now, publishers want to use it to help fight their own cause.

“A transparent publisher-specified SSP will move the game forward by allowing premium brands to ensure they’re reaching relevant audiences in brand-safe environments. This funding will help us and the Pangaea collective deliver on our shared goal of providing a layer of verification around trading our premium audiences within the open market,” said Paul Hood, head of digital at Dennis Publishing.
“透明的发布商指定的SSP将通过让高端品牌确保他们在品牌安全的环境中接触相关受众,从而推动游戏的发展。 Dennis Publishing 数字负责人 Paul Hood表示:“这笔资金将有助于我们和 Pangaea 集体完成共同的目标,即在公开市场上交易优质受众提供一层验证。

Publishers have wrestled with the harsh reality that for every £1 ($1.29) advertisers spend programmatically, only a small proportion gets to the publisher — in some cases just 30 pence — and data merchants somewhere within the digital ad transaction process gobble up the rest. The Guardian is locked in a legal battle with its former vendor Rubicon Project over allegedly being charged hidden fees.
出版商已经采取了严峻的现实,即广告客户以程序化方式支付每1英镑(1.29美元),只有一小部分给了发行商 - 在某些情况下只有30便士 - 数字商户在数字广告交易过程中的某个地方吞下了剩余的。The Guardian 陷在了与其被指控涉嫌隐藏费用的前供应商 Rubicon Project 的法律争端。

Receiving funding to use blockchain to create an SSP that’s transparent to all parties involved should give publishers the proper visibility of the bid train and crush any black holes. The theory is, the end product would provide publishers with an itemized bill showing exactly what the advertiser put in and the journey to what the publisher ends up with.

Once the product is built, the plan is for all Pangaea partners to adopt it as their de facto SSP.
一旦产品建成,计划是所有 Pangaea 合作伙伴将采用它作为事实上的SSP。

Ad operations team members from each of the publishers will form a working group to determine some of the finer details of the project objectives and scope. Once they’re ready to create the product, they’ll likely look for vendor partners to help, though they’ll also use in-house product development teams.

The aim is to get some live tests up and running, using the platform to trade real display-ad campaigns, with a dashboard that both buy and sell sides can access to view the results.

The fact that one-half of the Facebook-Google duopoly, which collectively eats up 20 percent of global media ad spend, is funding this kind of project may seem somewhat ironic. But Google has granted funds for projects pitched by news publishers across Europe via its DNI for the past two years. Last year, Google DNI pumped €24 million ($27 million) into 124 of these projects across 25 countries in Europe. This year, Google has offered €22 million ($25 million) in total for 107 projects across 27 countries. Typically, it categorizes funds into three buckets: tier one, which is for small projects requiring up to €50,000 ($57,000); tier two, which is for larger projects needing up to €300,000 ($342,000); and ventures needing up to €1 million ($1.1 million).
事实上,Facebook-Google双重垄断的一半,共占全球媒体广告支出的20%,正在为这种项目提供资金似乎有些讽刺意味。但Google在过去两年已经通过其DNI向欧洲各地的新闻出版商拨款。去年,Google DNI在欧洲25个国家的124个项目中注入了2400万欧元(约合2700万美元)。今年,Google已经向27个国家的107个项目提供了2200万欧元(合2500万美元)。通常,它将资金分为三层:第一层,小型项目需要50,000欧元(57,000美元);第二层,大型项目需要高达30万欧元(342 000美元);并需要高达100万欧元(110万美元)的投资。


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