区块链技术&ADLEDGER如何改变广告行业 - STACY HUGGINS

On this episode of The Innovation Engine, we’ll be looking at blockchain in the advertising space. Among the topics we cover are why there is currently a staggering amount of waste in the ad tech supply chain, how a new consortium called AdLedger and a company called MadHive are working to combat that waste, and why we may be entering the golden age of personalized advertising.
在“创新引擎”的这一集中,我们将观察广告领域中的区块链。 我们所涵盖的主题是为什么在目前的广告技术供应链中存在惊人的浪费,一个名为AdLedger的新联盟和一个名为MadHive的公司正在努力减少浪费,为什么我们可能进入个性化广告的黄金时代。

Our guest for this episode is Stacy Huggins, co-founder and CMO of MadHive. Stacy is an entrepreneur, seasoned marketing executive, and thought leader in applying blockchain technology to media and ad tech. MadHive is a blockchain-based advertising platform and a founding member of AdLedger, a consortium of advertising and publishing executives with the purpose of bringing transparency and data security to the ad tech supply chain by harnessing a blockchain backed peer-to-peer network.
我们这个故事的客人是Stacy Huggins,MadHive的联合创始人和CMO。 Stacy是一位企业家,经验丰富的营销执行官,并是将区块链应用于媒体和广告技术领域的思想领袖。 MadHive是一个基于区块链的广告平台,是AdLedger的创始成员。AdLedger是广告和媒体高管的联盟,目的是通过利用一个区块链为基础的对等网络为广告技术供应链带来透明度和数据安全。

DIVihbWUMAAGyb-.jpg

EPISODE HIGHLIGHTS

What is AdLedger?
AdLedger是什么?

  • AdLedger is a consortium made up primarily of publishers, advertisers, and other industry stakeholders with the primary purpose of developing a new protocol based on working with distributed ledger technology.
  • AdLedger是一个主要由出版商,广告主和其他行业利益相关者组成的联盟,其主要目的是开发基于使用分布式分类帐技术的新协议。
  • Right now the supply chain is really designed for the middle men and their own profitability, and it’s at the expense of either end of the supply chain. For example, the advertisers and the publishers.
  • 现在供应链是为了中间人和他们的利益设计的,以供应链的两端为代价。 例如,广告客户和发布商。
  • AdLedger aims to develop API specifications so that people can connect to a distributed ledger and hash information.
  • AdLedger旨在开发API规范,以便人们可以连接到分布式分类帐和hash信息。
  • A hash is really just a digital signature that says this happened at this moment in time, and it’s an immutable ledger so it cannot be changed or altered. It will shine a light on to some of the issues that the supply chain is experiencing: arbitrage, a lack of transparency, and fraud.
  • 一个哈希是一个数字签名,标识这个时候发生了某件事,这是一个不可变的分类帐,所以它不能被改变或修改。 它将照明供应链所遇到的一些问题:套利,缺乏透明度和欺诈。

Why does the ad industry need a consortium like AdLedger?
为什么广告行业需要像AdLedger这样的联盟?

  • Google and Facebook have a duopoly in the advertising world because they have unparalleled data stores and and an unparalleled ability to target users on desktop, phone, tablet, and OTT devices.
  • Google和Facebook在广告业界拥有双重垄断地位,因为它们具有无与伦比的数据存储空间,和无与伦比的在台式机,手机,平板电脑和OTT设备上进行用户定向的能力。
  • The advertising industry bleeds billions of dollars every year due to fraud and flaws in the internet supply chain – a whopping $8.2 billion a year, according to research from the IAB.
  • 根据IAB的研究,广告行业每年都因为互联网供应链的欺诈和缺陷损失数十亿美元,高达82亿美元。
  • AdLedger will help other players compete for ad dollars and reduce waste in the supply chain by facilitating a programmatic ad market. AdLedger will be able to harness data from disparate sources and provide transparency, brand safety, and data security by locking up data with cryptographic keys.
  • AdLedger将通过推动程序化广告市场,来帮助其他玩家争取广告收入,减少供应链中的浪费。 AdLedger将利用不同来源的数据,并通过使用加密密钥锁定数据来提供透明度,品牌安全和数据安全。

Resources:

  • Become a founding member of AdLedger
  • Learn more about MadHive
  • Connect with Stacy: stacy@madhive.com

ABOUT THE INNOVATION ENGINE

Since 2014, 3Pillar has published The Innovation Engine, a podcast that sees a wide range of innovation experts come on to discuss topics that include technology, leadership, and company culture. You can download and subscribe to The Innovation Engine on iTunes. You can also tune in via the podcast’s home on Stitcher Radio or SoundCloud to listen online, via Android or iOS, or on any device supporting a mobile browser. You can download The Innovation Engine‘s dedicated iOS app from the iTunes App store, and you can subscribe to receive new episodes in your inbox each time one is published.
自2014年以来,3Pillar发布了“创新引擎”,这是一个播客,可以看到许多创新专家来讨论包括技术,领导力和公司文化在内的主题。 您可以下载并订阅iTunes上的“创新引擎”。 您也可以通过播客收音机或SoundCloud上的播客家庭,通过Android或iOS或任何支持移动浏览器的设备进行在线聆听。 您可以从iTunes App Store下载“创新引擎”专用的iOS应用程序,每次发布时,您都可以订阅收件箱中的新剧集。

READ THE TRANSCRIPT

You can read a full transcript of the interview with Stacy Huggins below.
您可以在下面阅读Stacy Huggins采访的完整记录。

Will: [00:00:00] On this episode of the innovation engine we’ll be looking at Blockchain in the advertising space, why there is currently a staggering amount of waste in the ad tech supply chain, how a new consortium called AdLedger and a company called MadHive are working to combat that, and why we just may be entering the golden age of personalized advertising. Here with us today to talk about all that, and more, is Stacy Huggins, co-founder and CMO of MadHive. Stacy’s an entrepreneur and seasoned marketing executive who’s a thought leader in Blockchain technology and its applications to media and ad tech. Having held leadership roles in the agency, ad tech, and client sides of the business, Stacy has a deep understanding of the challenges within the Ad tech supply chain. MadHive is a Blockchain-based advertising platform that is a founding member of AdLedger, a consortium of advertising and publishing executives with the purpose of bringing transparency and data security to the ad tech supply chain by harnessing a Blockchain-backed peer-to-peer network. Welcome to the podcast, Stacy.
Will:[00:00:00] 在创新引擎的这一集中,我们将观察广告领域的区块链,为什么广告技术供应链中目前存在惊人的浪费,一个名为AdLedger的新联盟和一家名为MadHive的公司正在努力打击(浪费),这就是为什么我们可能正在进入个性化广告的黄金时代。今天与我们谈谈这些,甚至更多的是,MadHive的联合创始人和CMO的Stacy Huggins。 Stacy是一名企业家和经验丰富的营销执行官,她是Blockchain技术,以及它在媒体和广告技术中应用的思想领袖 。她在代理公司,广告技术和客户方面担任领导角色,Stacy十分了解广告技术供应链中的挑战。 MadHive是一个基于Blockchain的广告平台,是AdLedger的创始成员之一,AdLedger是广告和出版高管的联盟,目的是通过利用Blockchain为基础的对等网络为广告技术供应链提供透明度和数据安全性。欢迎来到Spacy,Stacy。

Stacy: [00:01:13] Thank you very much. Well it’s great to great to be with you today.
Stacy: [00:01:13] 谢谢。今天跟你在一起很高兴。

Will: [00:01:16] Absolutely we’re thrilled to have you. So let’s start off this episode talking a little bit about AdLedger. What is AdLedger and how does MadHive fit in?
Will: [00:01:16]我们很高兴你能参与。让我们从这一节开始谈一点AdLedger。什么是AdLedger和MadHive如何介入?

Stacy: [00:01:26] Sure. So AdLedger is a consortium made up primarily of publishers and advertisers and some of the middlemen, the data companies, primarily made up of those industry stakeholders, which is a little bit different from a lot of the consortiums out there. But our our primary purpose is to develop a new protocol based on working with distributed ledger technology. So we plan on using a lot of the industry standards that are already established by the IAB and the MRC and other advertising technology industry standards organizations. But you know we will apply all of those standards for interacting with Blockchain technology. And really what that means is we will figure out things like you know using blockchain tools, like smart contracts for instance, which are all of the details of a deal or an insertion order can be governed in code. And so if we were, as a group, as an industry, to transact together using smart contracts, how would that look? And what was the universal language of a smart contract? So we’re really getting together to tackle an issue in the supply chain. One is the lack of transparency, which is a really big problem. Right now the supply chain is really designed for the middle men and their own profitability, and it’s at the expense of either end of the supply chain. For example, the advertisers and the publishers. So the one major thing that that MadHive has done is we did launch AdLedger as a consortium. However we are simply a member and it’s governed by by the members. So we are participants, although we did start it, and we had support of IBM in starting this Adledger. It’s a foundation, and what we aim to do is really to develop API specifications so that people can connect to a distributed ledger and hash information. So a hash is really just a digital signature that says this happened in this moment in time, and it’s an immutable ledger so it cannot be changed or altered, and it will really shine a light on to some of the issues that the supply chain is experiencing: arbitrage, and of course lack of transparency and fraud. The main purpose is, though, for us to figure out… get competitors, even, to sit at the table and talk about you know what we can do to work together in using this common protocol.
Stacy:[00:01:26]当然可以。AdLedger是一个主要由发行商和广告商以及一些中间商,数据公司组成的联盟,主要由业界利益相关者组成,这与许多联盟有所不同。但是我们的主要目的是开发一种基于分布式分类帐技术的新协议。所以我们计划使用IAB和MRC等广告技术行业标准组织已经建立的行业标准。但是,您知道我们将应用这些标准来与Blockchain技术进行交互。这里真正的意思是,我们将会弄清楚如何使用区块链工具,比如智能合同,例如交易或插入订单的所有细节都可以用代码来管理。所以,如果我们作为一个集团,作为一个行业,使用智能合约交易,这会怎么样?什么是智能合约的通用语言?所以我们聚在一起来解决供应链中的问题。一个是缺乏透明度,这是一个很大的问题。现在供应链是为了中间人和他们的利益而设计的,是以供应链的两端为代价。例如,广告客户和发布商。因此,MadHive所做的一件大事是我们组建AdLedger联盟。但是,我们只是一个成员,(联盟)由成员来管理。我们是参与者,虽然我们组建了它,我们在组建Adledger时也获得了IBM的支持。它是一个基础,我们的目标是开发API规范,以便人们可以连接到分布式分类帐和HASH信息。一个HASH只是一个数字签名,标识这个时候发生了某件事,这是一个不可变的分类帐,所以它不能被改变或修改。 它将照明供应链所遇到的一些问题:套利,缺乏透明度和欺诈。但是,主要目的是为了找出竞争对手,甚至可以坐下来,谈论你觉得我们可以如何一起使用这个通用协议。

Will: [00:04:15] And you mentioned IBM. Who are some of the other players that are part of the larger consortium?
Will:[00:04:15]你提到了IBM。 谁是这个联盟的其他成员?

Stacy: [00:04:21] So right now we can’t actually announce all of the participants. We’re working on getting all of the permissions, but it’s based a lot of the major broadcasters and some of the major digital advertising platforms.
Stacy:[00:04:21]实际上现在我们不能公布所有的参与者。 我们正在努力获得他们所有人的允许,但它的基础主要是广播公司和一些主要的数字广告平台。

Will: [00:04:39] Okay, got it. And so the idea for AdLedger is that it will harness what’s called a Blockchain-backed peer-to-peer network, if I got it right from the site or from the press release. So I’m of a certain age… So when I hear peer to peer I immediately think of Napster. Can you paint a picture for me and for listeners of what a blockchain backed peer to peer network actually is?
Will:[00:04:39]好的,明白。因此,AdLedger的想法是,如果我从网站或新闻稿中看到的没错 ,它将利用所谓的Blockchain支持的对等网络。 我有一定的年龄...所以当我听到点对点时我马上想起了Napster。 你可以为我描述下,也可以为听众解释什么是对等网络的区块链。

Stacy: [00:05:03] Sure. So it’s a little… it’s not as utopian as as as the idea of Napster. What we’re aiming to do really is.. what MadHive believe in as a as an organization, what we’re trying to influence AdLedger to be, is to participate in what’s called progressive decentralization. Right? So if you were to completely decentralize and have no middleman whatsoever and use 100 percent blockchain protocol, it’s very hard. There’s many security risks to launching a decentralized network. So we’re really having a roadmap to analyze piece by piece in terms of what should be decentralized and what shouldn’t, and so what we’re really aiming to do right now is to tackle specific areas. So one area is a data sharing platform, and that might mean that users on this ledger (for example a publishing company with decent amounts of data, and a lot of it is secure and personally identifiable information). MadHive is an application layer that sits on top of a Blockchain. So you know, as a company, MadHive is working on ways to lock up very sensitive information, like using cryptographic keys for instance. So if we were to lock up the sensitive information and encrypt it, and have it be a permission-based ledger, is there a way that the users on the ledger could actually trade data and use data in a way that keeps the users information very secure, but also helps to extend the overall targeting capability of the entire ledger? And that’s really in a lot of direct response to the duopoly of Google and Facebook. So their data stores are unparalleled and their ability to target users across you know mobile, tablet, and even desktop. And now even OTT devices, like you know Apple TV and Amazon Fire and of course YouTube. We can’t compete with them. And what we’re trying to avoid is a day where you know Facebook is really a rep firm for all the major publishers, selling all of their inventory for them and doing away with those direct sales teams and those direct deals, and thereby handing over 30 percent of their margin to Facebook, for instance. So the only way you can compete is to really have the same type of technology that they do, which is really end to end technology, and have access to a ton of data. And the only way to do that is for even competing folks to get together and share data sources. Those sources would be would be paid for, of course, and you could transact and interact with a transparent record, on a ledger. So that’s an example of a peer to peer network where there could be potentially, in the future state, data trading. The other aspect I should also mention of peer to peer means that there is a consensus, and that means that– So on a blockchain anyone who’s transacting to a blockchain would have a node. And so it’s really a server. So there would be a consensus that everyone agrees that this ad was served, and this ad was served on this Web site at this moment in time, and whatever the publisher decided at that point to hash to the blockchain everybody else would agree that we we all saw that and we all say that it’s true. So it’s an audit trail, really.
Stacy:[00:05:03]当然可以。所以这是一个小小的...它不像Napster的想法一样乌托邦 。我们真正想做的是... MadHive认为作为一个组织,我们试图影响AdLedger,去参与所谓的渐进式去中心化。对吧?如果你完全去中心化,没有中间人,使用100%的区块链协议,这很难。启动去中心化网络存在很多安全隐患。所以我们有一个路线图来分析一下哪些模块应该是去中心化的,哪些不应该去中心化,我们现在正在做的就是要解决具体的问题。因此,一个领域是一个数据共享平台,这可能意味着这个分类帐上的用户(例如,一个出版公司拥有大量数据,其中很多是安全和个人身份信息)。 MadHive位于Blockchain顶部的应用层。所以你知道,作为一个公司,MadHive正在努力锁定非常敏感的信息,例如使用加密密钥。因此,如果我们要锁定敏感信息并对其进行加密,让它成为一个具有权限控制的分类账本,那么分类帐上的用户是否可以交易数据并保持用户信息安全的方式使用数据,还能够帮助扩大整个分类帐的整体定向能力?这是对谷歌和Facebook双重垄断的直接回应。他们的数据存储是无与伦比的,你知道他们有针对用户的手机,平板电脑甚至桌面设备的定向能力。而现在甚至OTT设备,就像你知道的苹果电视和亚马逊,当然还有YouTube。我们不能与他们竞争。我们想要避免这一天,您知道Facebook对所有主流出版商而言是真正的代理商,利用直接销售团队和直接交易为他们销售所有的库存,从而(出版商)交出例如30%的利润率。你唯一可以竞争的方式是拥有相同类型的技术,端到端的技术,并且可以访问大量的数据。唯一的办法就是让竞争对手的人聚在一起,共享数据源。当然,这些数据将被支付,您可以在分类帐上以透明记录的方式进行交易和交互。这是一个对等网络的例子,在未来,可能会有数据交易。另一方面,我还应该提到对等意味着有一个共识,这意味着 -在一个区块链上,任何人在区块链上交易将拥有一个节点。它是一个服务器。所以会有一个共识,每个人都认可这个广告被送达,这个广告是在这个时间在这个网站上发布的,无论发布者决定在这个时候哈希什么到区块链,其他人都会同意我们都看到什么,我们说过什么。这是真的,这是一个审计追踪。

Will: [00:08:54] And when you say publisher or publishing company, we’re talking about newspapers, networks, music publishing, and all all of the above?
Will: [00:08:54]当你说发布商或者发布商公司,我们是在谈论新闻报纸,网络,音乐出版,以及所有这些?

Stacy: [00:09:03] Not necessarily music. So we’re not getting into digital rights management of music, at this point. So when I say publisher I mean a Meridith Corporation, a news corporation, or you know Condé Nast, and that’s digital. And then on the OTT side it could mean Hulu for instance.
Stacy:[00:09:03]不一定是音乐。 我们现在还没有涉及音乐的数字版权管理。当我说出版社时,我的意思是Meridith公司,一家新闻公司,或者你知道CondéNast,那就是数字电视。 然后在OTT方面,这可能意味着Hulu。

Will: [00:09:22] Okay, got it. And let me ask a little bit more about the Google and Facebook duopoly.
Will:[00:09:22]好的,明白了。让我多问一下Google和Facebook的双重垄断。

Stacy: [00:09:28] Sure.
Stacy: [00:09:28]好的

Will: [00:09:28] So for now major media companies are running ads through Google ad words or Facebook’s ad platform. With AdLedger I guess. How would they be placing their ads where where would they be placing their ads?
Will:[00:09:28]现在主要的媒体公司都是通过谷歌adwords或Facebook的广告平台来投放广告。 我在想有了AdLedger,他们如何放置他们的广告,他们将广告放置在哪里?

Stacy: [00:09:44] So they would still be placing their ads on Google and Facebook just as they do. However, more and more over the last few years especially, the piece of the overall pie that Facebook and Google gets, in terms of the ad dollars that are spent digitally, they’re getting more and more and more and more. They’re growing, which makes it very difficult for like I said the rest the rest of these sales teams and organizations to compete. Their margins are being squeezed by tech intermediaries. So what it means is that there will be other options that are just as attractive for advertisers and their agencies to buy media on. So instead of Google and Facebook getting 70 percent of the pie, perhaps they can you know publishers of the whole, and programmers, can chip away at some of that and reclaim some of the dollars that they’ve lost over time to Google and Facebook. So it doesn’t mean that they go away, and also someday it could mean that Google and Facebook would be transacting also and hashing to a ledger, although I think that’s a long time coming. But it just means that perhaps they don’t get as big of a pie as they do now.
Stacy:[00:09:44]他们仍然会把它们的广告放在Google和Facebook上。然而,在过去几年中,Facebook和谷歌占据了大部分市场,就广告费用而言,他们获得的越来越多。他们正在成长,这使得其余的销售团队和组织难以与之竞争。(媒体公司)的利润正受到技术中介的挤压。这意味着对于广告主和他们的机构来说还有其他有吸引力的选择。因此,除了Google和Facebook可以获得70%的份额,也许广告主可以了解整个发行商和产生大消耗的程序员,并收回他们随时间流逝的一些给Google和Facebook的费用。所以这并不意味着他google\facebook的时代结束,如果有这天可能意味着谷歌和Facebook将交易和散列到分类帐,尽管我认为这是很长的一段时间。但这只是意味着,他们可能不会获得像现在那么大的份额。

Will: [00:11:02] Okay, got it. So MadHive and AdLEedger are both responses to a very real problem: The advertising industry bleeds billions of dollars a year — according to research from IAB, $8.2 billion to be exact. How is that possible?
Will:[00:11:02]好的,明白。MadHive和AdLEedger都在回应一个实际问题:广告行业每年浪费数十亿美元 - 根据IAB的研究,确切的是82亿美元。这是怎么回事?

Stacy: [00:11:19] Well it’s all due to a lack of trust. So that $8.2 billion is really the cost of trust in the advertising industry. And so any time that you’ve got many disparate parties transacting with sensitive data sources and with a lot of money on the line, nobody trusts each other. So you know the way that Adtech has formed and evolved over the years is into these disparate verticals in the supply chain. They’re referred to as you know SSP, which is sell sell side platform; DSP, which is demand side platform; and DNP, which is the data management platform. So trust is typically maintained by centralized third parties delivering reporting to keep all of the others in check. So the cost and thereby the profits are driven inwardly toward these centralized intermediaries for maintaining all this trust. And of course all of this verification is really very expensive. On top of all of the technology services and the application layers that you know publishers and advertisers have to pay for. So these intermediaries charge about 60 cents on every dollar leaving a publisher with 40 cents. And there is a huge lack of transparency for buyers and sellers and no one really knows what the other is bidding on in an auction or programmatic environment, or where the ad will end up. So fraud plays a big part in all of this. So a programmatic marketplace, which really means that you know the deals are done and everything runs automatically through machine to machine and there’s a bidding and in an auction that takes place. So this marketplace is overtaken by all of these intermediaries creating these walled gardens around data using their independent position to arbitrage inventory from publisher to advertisers. Sometimes at like 100X mark up. So also the opacity of these walled gardens forces publishers and advertisers to pay for the same connectivity to the same user many times over.
Stacy:[00:11:19]这一切都是由于缺乏信任。82亿美元是广告行业的信任成本。任何时候,你都面临许多不同方关于敏感数据来源和大量金钱的交易,没有人相互信任。所以,您知道Adtech多年来形成和发展的方式是供应链中不同的垂直领域。他们被称为SSP,这是卖卖平台; DSP是需求侧平台;和DMP,它是数据管理平台。信任通常由集中式第三方提供报告来保持对其他所有(参与)人的检查。为了维持所有这种信任,成本和利润被这些集中的中介机构获取。当然,这些验证非常昂贵。发行商和广告客户必须支付这些技术服务和应用程序层,这些中间商每一美元收取约60美分,剩下40美分给出版商。而买家和卖家缺少透明度,没有人真的知道另一方是否在拍卖或程序化环境中竞价,广告最终会出现在哪里。欺诈在这一切中占有很大的份额。一个程序化的市场,这意味着交易已经完成,一切都通过机器&机器自动运行,并且有一个出价和拍卖会发生。因此,这个市场被所有这些中介机构所取代,它们围绕数据创建围墙花园,利用其独特的地位从发布商到广告客户的库存中套利。有时可能有100x利润。因此,这些围墙花园的不透明度也迫使出版商和广告客户多次为同一用户支付相同连接的费用。

Will: [00:13:31] Okay. And let me ask a little bit about about MadHive, specifically. You provide solutions for advertisers and solutions for publishers. What are the different solutions sets and what are some of the things that they enable?
Will:[00:13:31]好的 让我问一下MadHive的具体情况。 您可以为发布商和广告商提供解决方案。这2个解决方案有什么不同,他们可以做什么?

Stacy: [00:13:45] So MadHive is like I said it’s an application layer that sits on top of the blockchain and facilitates a lot of this data transacting that happens. But really we’re in a class of emerging platforms. Another three letter acronym is called an SPO platform, which is really supply path optimization and it allows really buyers and publishers to build a closer relationship, and we’re attempting to move a lot of that value of that media buy to the buyers and sellers directly. So MadHive is an SSP, which is the sell side platform, combined with a DNP, which is a data management platform, and we have a front end buying platform. So that means that both sides, publishers and buyers, can transact on our platform. The big difference is that our platform is 100 percent transparent on both fees and auction dynamics. So this optimizes the delivery of the inventory to the best performing demand among the premium publishers. Everyone that is in our supply side, so that would be the publishers and any of the OTT stations, for instance, that that we work with. They’re all agreeing to be transparent and they’re consistently the best of inventory. Very premium. With our business model, we’re allowing demand and supply partners to manage through these increasing costs, and they’re able to navigate around bad actors. So they protect their brand with premium transparent inventory sources from our private marketplace. So really what we’re able to do is create a private programmatic marketplace where we can harness data from disparate sources, provide transparency, brand safety, data security by locking up data with cryptographic keys and make making that data somehow portable because it’s locked up, and we hash all of the impression level data within our marketplace to a blockchain. So really what you end up with at the end of the day is increased revenue, lower cost, unduplicated reach, and you actually get this amazing true omni channel reporting tool.
Stacy:[00:13:45]MadHive就像我说的那样,它是一个应用层,位于区块链的顶端,并促成了很多这样的数据交易。但是,我们处于一类新兴的平台。另外三个字母的首字母缩略词被称为SPO平台,它是供应路径优化,它允许买家和出版商建立更紧密的关系,我们正在尝试将媒体购买的价值直接转移给买家和卖家。所以,MadHive是一个SSP,它是卖方平台,与DMP数据管理平台结合,我们有一个前端购买平台。这意味着出版商和买家双方都可以在我们的平台上进行交易。最大的区别是我们的平台在收费和拍卖动态上都是100%透明的。这使得高端发布商的库存交付性能需求得到了最大的优化。供应方中的每一个人,例如,出版商和任何一个OTT电台,大家一起合作。他们都同意透明,他们拥有最好的库存。非常溢价。凭借我们的商业模式,我们允许需求和供应合作伙伴管理他们不断增长的成本,并且他们能够定位欺诈。他们通过我们提供的私人市场中优质透明库存来保护自己的品牌。我们可以做的就是创建一个私有的程序化市场,我们可以利用不同来源的数据,通过使用加密密钥锁定数据来提供透明度,品牌安全性,数据安全性,并使数据以便携式的方式被锁定,并将我们市场中的所有展示次数数据记录到区块链上。真的,最终会以增加收入,降低成本,不重复的覆盖面而结束,并且您实际获得了这个惊人的真正全方位通道的报告工具。

Will: [00:16:02] And show doesn’t want all of those things?
Will: [00:16:02]展示出那些不好的东西?

Stacy: [00:16:05] Right! Hahaha. Right. So in some instances a lot of this transparency is available, but typically it’s at the expense of the advertising agency. And like countless man hours just trying to track down all these disparate sources of data, collate them, and then figure out the mystery of all the discrepancies. Because all these third parties are delivering information that conflicts with other verification sources. So when there is an actual independent ledger that all parties are transacting to that’s immutable and cannot be changed or altered, it makes things a lot easier.
Stacy: [00:16:05] Right! Hahaha. Right. 在某些情况下,这样的透明度是可以实现的,但通常是以广告代理为代价。但是像无数人做的一样,(广告代理)只是试图跟踪所有这些不同的数据来源,整理它们,然后弄清楚所有差异的奥秘。 因为这些第三方都提供与其他验证来源冲突的信息。 所以当有一个实际的独立分类账,其他各方与它交易,这是不可变的,不能改变或需改的,这使事情变得容易多了。

Will: [00:16:47] And who are some of the ideal customers for MadHive? Who are you targeting?
Will:[00:16:47]谁是MadHive的理想客户?你是关注谁?

Stacy: [00:16:52] So right now we’re targeting obviously any of premium publishers. Publishers that could be in digital, focusing primarily in video marketplace. The digital display advertising industry is very very established right now and there’s a lot of whitespace and a little bit of room for evaluating technology stacks and looking at new ways of delivering ads in the premium video and OTT space. So we’re looking at those supply side platforms, but also on the demand side now we’re looking for you know large CPG companies and their agencies, large e-commerce platforms. You know mostly those that are looking to really understand and are digitally savvy and are really tired of the murky supply chain. Those that have really had it and aren’t willing to keep paying for an inefficient supply chain anymore. And also those that are looking for a very streamlined buying experience.
Stacy:[00:16:52]目前为止,我们明确地定位了任何优质发行商。 可能是数字化的出版商,主要侧重于视频市场。 数字展示广告行业现在非常成熟,并且对创新技术栈有很多空白和空间,它正在寻找高端视频和OTT空间中新的广告方式。 所以我们正在寻找那些供应方平台,而且在需求方面,现在我们正在寻找(你知道)大型CPG公司及其代理商,大型电子商务平台。 你很了解那些想要真正理解和精通数字营销的人,(他们)很厌倦这个阴暗的供应链。 那些真正拥抱它,不愿意继续为低效供应链付款的人。 还有那些正在寻找一个非常流畅的购买体验的人。

Will: [00:17:57] Okay, and let me ask… you mentioned OTT in the last answer. For those like me who were under the impression that OTT is basically ad free, are we wrong?
Will: [00:17:57]好的,让我问...你在最后一个答案中提到了OTT。 对于像我这样的人,认为OTT是免费的,有什么错吗?

Stacy: [00:18:07] As of right now, it is considered to be… I mean at least the ones that most people watch, in terms of Netflix, is ad free. However, if you watch others, like Hulu for instance, is not ad free unless you unless you pay for premium services. But it’s not ad free on a lot of those network OTT apps.
Stacy:[00:18:07]到目前为止,它被认为是...我的意思是至少大多数人看Netflix是无广告的。 但是,如果你看其他人,比如说Hulu,除非你付高价服务,否则不是无广告的。 但是,这些网络OTT应用程序不是无广告的。

Will: [00:18:31] OK, gotcha.
Will: [00:18:31] 好的

Stacy: [00:18:31] But the difference is that right now the way OTT purchased is it might be like a digital extension or an add on to a big broadcasting buy, where they are mostly transacting on linear broadcast television. But with chord cutting growing at a massive rate, we’re going to see more and more that users are watching on demand any time they want through streaming devices. And as that happens, the ability to make you know all of television programmatic… there’s not a big incentive for that to happen right now in the industry because the way linear broadcast is sold it’s you know everything’s protected and it’s it’s very seamless. It’s typically the agency and the publisher. They do direct deals together. But the targeting capabilities are not as great and you rely pretty much 100 percent on Nielsen. So the benefit to the industry with all this streaming is that it’s delivered over IP, and there’s more you can do from it from a targeting standpoint. So you can really help to deliver the exact right ad to the exact right person, much in the same way that Facebook does. So we’ll find that the commercials are a lot more interesting for folks over time.
Stacy:[00:18:31]但是不同的是,现在OTT购买的方式可能就像数字扩展或者添加到一个大的广播购买,他们大多是在线性广播电视上交易。但是,随着和线性广播电视的增长,我们越来越多地看到用户正在随时随地观看流媒体设备。正因为如此,能够使你了解所有的电视节目...现在在行业中并没有很大的激励,因为线性广播的销售方式是(你知道)都受到保护,这里没有空间。通常是代理商和出版商。他们一起做直接交易。但定向能力不是很好,而且几乎100%地依赖尼尔森。因此,所有这些流式传输的行业的好处是它通过IP传送,并且可以进行定向,您可以从中获得更好的效果。所以,您真的可以帮助将正确的广告提供给正确的人员,这与Facebook所做的相同。所以我们会发现,随着时间的推移,广告对于人们来说是非常有趣的。

Will: [00:19:47] Okay got it. And it is that, forgive my ignorance, is that kind of the definition of programmatic?
Will: [00:19:47]好吧。 这是原谅我的无知,是那种程序化的定义吗?

Stacy: [00:19:54] So the definition of programmatic, and it’s different for depending on who you speak to, but programmatic is a way of buying and selling and serving ads that is done primarily– it’s automatic. So there are intermediaries that make it happen, but you know you really serve up your inventory, if you’re a publisher, to be auctioned on and bid on. And then buyers can come in and just grab it, instead of having there be a sales cycle where everything is bought upfront. Typically you’ve heard of something called the upfront and that’s when you you know you buy media, upfront ahead of time, and it runs and you know when it’s going to run. When it’s served digitally, it’s definitely a different experience. And you know in some cases programmatic transacting can be very efficient and easier on an organization and it, but it’s not it’s not better if it’s at the cost of you know of 40 percent margin.
Stacy:[00:19:54以程序化的定义,它随着你诉说对象而不同,但程序化是一种购买、销售和主流广告投放的方式 - 它是自动的。 中介机构可以实现这一点,你可以投放了你的库存 ,如果你是出版商,你参与拍卖和出价。然后,买家可以进来,只是抓住它,而不是需要排期。 通常情况下,您已经听说过一些名为“前期”的内容,那就是当您知道您购买媒体时,提前时间运行,并且您会知道何时运行。 当它以数字方式投放时,绝对是一种不同的体验。 而且你知道在某些情况下,组织和程序交易可以非常高效和简单,但如果以40%的利润为代价,这就不是更好。

Will: [00:20:54] Sure. So let me let me get back to AdLedger for a second. The plan is to open source AdLedger. How did MadHive and the other members of AdLedger arrive at that decision?
将:[00:20:54]当然。 让我让我回到AdLedger。 计划是开源AdLedger。 MadHive和AdLedger的其他成员如何达成这一决定?

Stacy: [00:21:05] In terms of what will be open source, that’s the API specifications will be open source. And we’re also working on a way to lock up data in something called the blind trust, which you know the specs for that will will be peer reviewed. So you can test that it is actually blind in order to keep data safe. So much like the… there’s something called the open RTD spec, which it was very similarly launched by some ad tech intermediaries to come up with a way to transact more efficiently. And that was open to the industry and those specifications became open, and then was eventually rolled into the IAB. That’s really the trajectory we’d like to see AdLedger move into, in terms of offering API specifications for all members to transact, and also make some of the products that we produce able to be peer reviewed. That doesn’t mean that there’s not going to be a layer of innovation and competitiveness because it’s what you do with the ledger where the innovation really really comes out. So although there’ll be ways to transact and access that ledger and those API specifications will be open, but the application layer that you build on top of the ledger. That’s where all the innovation and competitive advantage will will be seen.
Stacy:[00:21:05]就开源而言,API规范将是开源的。而且我们也正在开发一种将信息锁定在被称为盲信任的方式,(你知道)这些信息将被同行评审。你可以测试它,实际上它是不可见的,以保证数据的安全。很像...有一些叫做开放RTD规范的东西,这是非常类似de东西由一些广告技术中介机构推出以提高交易的效率。这对行业是开放的,这些规范开放然后最终被录入了IAB。这是我们希望看到的轨迹,AdLedger在为所有成员交易提供API规范方面进行了调整,并且还使得我们生产的一些产品能够被同行评审。这并不意味着不会有一个创新和竞争力的层次,因为真正的创新与你如何操作分类帐有关。尽管有办法来交互和访问这个分类帐,这些API规范将会被打开,但是您可与在分类帐之上构建的应用程序层。那就是可以看到所有的创新和竞争优势的地方。

Will: [00:22:30] Okay. Nice. And if anyone listening is interested in getting involved, how can they do so? Or maybe when can they do so? I know that AdLedger was just announced in July.
Will: [00:22:30]好的。太棒了。 如果有听众有兴趣参与,他们该怎么做? 或者他们什么时候可以这样做? 我知道AdLedger刚刚在7月份公布。

Stacy: [00:22:41] Right. So they can certainly reach out there’s a contact us form on AdLedger.org and ask about membership, and we’re going to announce the founding members in September and we’ll meet again in September. And shortly they’ll be a FAQ section that can answer a lot of questions for folks interested in joining, and whether or not they should join in. But yeah there is a Contact Us form. They can reach out and ask questions.
Stacy:[00:22:41]对。 他们肯定可以在AdLedger.org上联系我们,并询问会员资格,我们将在9月份宣布创始成员并在9月再次见面。 不久之后,他们将参与FAQ,可以回答有兴趣加入的相关问题,以及他们是否应该加入。但是有一个联系我们的表单。,他们可以了解并提出问题。

Will: [00:23:11] OK. Very nice. And I asked the same question for MadHive. I assume it’s go to the MadHive site, which is MadHive.com I believe?
Will: [00:23:11]好的。 非常好。 我问MadHive同样的问题。 假设我去MadHive网站,MadHive.com?

Stacy: [00:23:19] It is. Yep. And you can also reach out to me directly. Stacy@madhive.com.
Stacy:[00:23:19]是的。 你也可以直接与我联系。Stacy@madhive.com。

Will: [00:23:27] OK. Very nice. Well Stacy thank you so much for your time today. Thanks for talking with us about AdLedger and MadHive. I’m curious to see where it all leads.
Will:[00:23:27]好的。 非常好。 Stacy非常感谢你今天的时间。 感谢与我们谈论AdLedger和MadHive。 我很惊讶看到它们领先的领域。

Stacy: [00:23:37] Great. Thank you.

Will: [00:23:39] Absolutely. My pleasure.

本文由adblockchain翻译校正,原文地址:HOW BLOCKCHAIN TECHNOLOGY & ADLEDGER ARE TRANSFORMING THE AD INDUSTRY – WITH STACY HUGGINS

区块链广告数据结构企业级区块链数据共享

赞 (1)

添加新评论