Companies that are Pioneering the Transparent Marketing Campaign
The Changing Climate in Startup Marketing
Donny Dvorin recently wrote an article for ClickZ entitled “14 Companies Using Blockchain in Advertising in 2019”. In it, he outlined companies that are pioneering a young blockchain market for startups and the broader advertising industry. Startups, especially those with significant resources vested in technology, are seen as immensely benefiting from blockchain. One of the main reasons pertains to ground-up logistical operations. While large companies like Amazon and IBM are investing in blockchain, startups gain all the efficiency, transparency, trust, and nimbleness from being on a blockchain at the very beginning. This is quite an advantage in the fast-paced modern global economic climate and trendy consumer.
ClickZ is a respected digital marketing organization. It developed as a community beginning back in 1997 and paralleled the growth of the popular social media companies that we all know today. ClickZ offers tech insights and news, as well as, unique perspectives on the available information that is applicable for business intelligence in the marketing industry. The ClickZ article estimates that add fraud accounts for $42 billion annually, while tribeOS puts this figure at $51 million per day.
Blockchain technology has been on the minds of the business community at large. The new ledger system has already proven itself as a mainstay among supply chains. This advantage, as well as the trust that transparency delivers, is of significance to the advertising industry. For these reasons, there have been efforts like Never Stop Marketing’s tracking of 48 companies that seek to decentralize programmatic advertising. Understanding how new technology can be applied is critical. So many new blockchain companies make promises that they cannot deliver on. For a young startup that is not a blockchain company, offering a proven approach for spending on a marketing budget could severely impact operating costs.
Several companies were looked at by ClickZ. Its recommendations provide a solid overview of what is working in the advertising industry. It also aids in finding the best fit for a new startup’s needs. Below is a list of the 14 companies that are helping to reform the digital advertising space:
- IBM
- Brave
- AdNode
- Lucidity
- Blockchain4Media
- Fenestra
- Amino Payments
- NYIAX
- Ternio
- AdsDax
- Blockgraph
- Kiip
- Madhive
- Rebel AI
These blockchain pioneers focus on five programmatic challenges that impact marketing professionals today. They are:
- fraud reduction
- streamlining the billing and ad verification cycles
- removing the inefficiency of middlemen while increasing transparency
- redirecting rewards to value-adding consumers and publishers
- protecting the privacy rights of consumers
Finding a Single Solution to Mitigate the Potential Storm of Ad Fraud
MarTech Series is another respected organization that offers insights into marketing technology, news, and trends. A staff writer reported that ad fraud can impact the total advertising budget by as much as 50%. That is in addition to any damage caused to a brand’s reputation, revenue and extended future operations. Also discussed in this article is how new blockchain companies, like tribeOS, can combat and/or eliminate ad fraud.
With tribeOS, startups get a powerful all-in-one solution that exceeds the performance of conventional products on the market today. Immutable transaction data delivers a level of trust and authentication that the market has yet to know. Cybersecurity tools keep marketing campaign costs low as bots and click farms are blocked. For marketing professionals, this means peace of mind. It also provides unparalleled transparency and a verifiable way to protect a company from ad fraud. Engagement data incorporates real-time mouse movements, scrolling, and clicks. This data is used to develop highly accurate and powerful analytics for campaigns. In terms of tangible results, tribeOS incorporates a matching engine driven by artificial intelligence. This is how startup marketing campaigns can ensure that the right ad reaches the appropriate consumer in a timely manner.
Conclusion
True blockchains are about decentralization. They are indeed a challenger for many centralized power structures. Just like most industries, this has been the dynamic of the advertising industry’s ecosystem. What proponents of blockchain need to consider is how blockchain improves existing problems like ad fraud and if resistance to changing transparency protocols outweigh the potential benefits to a company’s bottom line. What becomes clear rather quickly is the advertising industry’s newfound potential. Startups that employ the services of blockchain pioneers can leverage a whole new suite of digital tools. Marketing professionals are only beginning to discover its applications. Early adopters, especially startups, gain tremendous operating advantages.
