Alphr parent company Dennis is hoping to make digital ad trading more transparent with the tech behind bitcoin

http://www.alphr.com/life-culture/1006262/we-re-turning-to-blockchain-to-fix-one-of-publishing-s-ad-problems

 

Using this blockchain model any money taken by third-party ad systems is fully accounted for – blockchain is secure by design and thus anyone’s attempt to impose hidden fees should be impossible. This will show advertisers where their money is going – and especially, when it’s not going to the publishers they think they’re paying.

 

 

Assuming the trial at Dennis is a success, the plan is for the SSP to be adopted by other Pangaea partners

実験は成功

 

○脅威の一つだが、実態が今ひとつ見えない。

Hyperledger?

 

 

Understanding Blockchain – What It Is & How It Can Positively Impact Our Economic & Social Environment

http://www.coastdigital.co.uk/2017/08/08/understanding-blockchain-can-positively-impact-economic-social-environment/

 

In very simple terms, Blockchain is a distributed ledger – a scattered database that is used to maintain a constantly growing set of records, called ‘blocks’.

ブロックチェーンはdistributeされた台帳。撒き散らされたデータベース。定期的に更新される。

  ※この定義によると、HyperledgerはDecentralised?

 

Recorded data in any block cannot be modified at a later date and requires the complicity of the network majority.

後で変更を加えたり、多数派が共謀してそれを要請することもできない。

 

In July, Dennis released news that Google’s Digital News Initiative had granted them $182,000 to create an SSP (supply side platform) prototype that operates using Blockchain.

GのDNIはDennisに18万ドル与えた、ブロックチェーンを使ったSSPのプロトタイプを作るために

Google Digital News Initiative (DNI)

 

The goal is to root out any potential fee-skimming within digital ad transactions so publishers and buyers can see exactly where the money is going.

この目的は、デジタル広告取引からフィーを掠め取る可能性のあるものを根絶し、媒体社とバイヤーがお金がどこに行ったかを可視化することだ。

 

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.

The Pangaea Alliance

 

Publishers have grappled with the bitter reality that for every £1 advertisers spend programmatically, only a small proportion gets to the publisher — in some cases just 30p.Data suppliers somewhere within the digital ad transaction process eat up the rest.

媒体社は辛い現実と向き合ってきた。1ポンド広告主が運用型に払う中で、非常にわずかな額だけが媒体社の元に残っており、いくつかのケースでは30ペンスしかなかった。データサプライヤーが残りを食べちゃう。

 

Through the creation of the adChain registry they are making strides in building a forum in which the digital ad industry can collectively define what fraud is and where to draw the line. This is currently done through a process of adTokens which relies on the Ethereum-based Blockchain to work. The adToken (ADT) incentivises people to determine how reputable a publisher is and therefore whether that publisher should be whitelisted. This helps brands decide which publishers they should spend their money on.

adchain registryはデジタル広告産業内でフォーラムを作るのに大きな進歩をもたらした、どんな詐欺があってどこで線引きするかについて定義することができる。

イーサリアムベースのアドトークン。アドトークンは決める、媒体社がどれくらい評判が良いか、そしてそれゆえに媒体社がホワイトリスト化されるべきだと。

 

BAT or Basic Attention Token is another example of this new value exchange. Built by the team who co-founded Mozilla and Firefox, you can use BAT to acquire various advertising and attention-based services on the Brave browser platform. The Brave browser anonymously monitors user attention, then rewards publishers accordingly with BATs. Advertisers consequently benefit from higher ROI, better targeting, and reduced fraud.

Braveブラウザ上で、様々な広告や注目に基づいたサービスを提供する。Braveブラウザは匿名的にユーザーの注目をモニターし、媒体社に褒美を与える。広告主は継続的により高いROI、より精度の高いターゲッティング、詐欺を減らすことができる。

https://basicattentiontoken.org

 

But there are a few issues with Blockchain in its current format. Firstly, like most things in digital, for them to become useful they require significant adoption. Blockchain is reliant on multiple players and if people aren’t using it, there is no functioning value. We’ve seen this a few times in recent ad tech history – where there is tech available to measure something but there is a time lag to uptake. Secondly, Ethereum-based Blockchain doesn’t currently have the bandwidth to support the scale of the ad industry at large. Currently an Ethereum-based Blockchain can process transactions at a rate of 20 per second, which is significantly behind the speed of real-time bidding.

いくつかの課題もある。1、デジタル界隈での多くの物事と同様に、顕著な採択率でないと使い勝手が良くならない。ブロックチェーンは複数のプレーヤーに依存しており、それを人々が使わないと価値が機能しない。アドテクの歴史でなんども見てきた。技術的に利用できるが、飲み込むのに時間がかかる。2イーサリアムベースだと広告産業の規模を支えるほどの帯域幅を持てない。イーサリアムベースのブロックチェーンは毎秒20取引しか処理できない。RTBの速度に明らかに遅れをとっている。

 

○グーグルの取り組み、パンゲア、ブレイブブラウザの取り組みなど知らないことばかりだった。

イーサリアムベースなので遅い、ということで欧米にもHyperledgerについて知らない人がまだいるのでそこは一安心。

How Blockchain Is Disrupting Digital Marketing

https://www.singlegrain.com/digital-marketing/how-blockchain-is-disrupting-digital-marketing/

 

Many years ago, music-sharing software Napster pioneered the way for the first of its kind – peer-to-peer file-sharing networks – and, despite being illegal, paved the way for companies like Spotify and Skype. And now, almost like the culmination of all this, is blockchain.

 

NapstarがP2Pファイル共有の道を最初に拓いた。そして、それは違法だったが、SpotifySkypeの轍となった。この極地にBlockchainがある。

 

So you can say goodbye to the middleman who takes a fee (i.e. banks or other financial institutions).

 

手数料を取る中間業者にさよならを。

 

The middleman has become part of the process (for the time being) in the world of digital advertising. However, the companies investing in advertising are only getting half the value, due to the intermediaries involved. Blockchain can solve this by creating much better value for ad campaigns.

 

デジマの世界では中間業者がプロセスの一部なっている。しかし、広告主は仲介業者が関わるためにその半分の価値しか享受できていない。

 

In finance, cutting out the middleman means eliminating the need to use banks, since a financial institution’s main function is storing and transferring your money reliably. In marketing, these central authorities could be Google or Facebook, where they work by ensuring the reliability and dependability of your ‘transactions’, or ad campaigns.

 

デジマでいう中央権力とはGやF。彼らはあなたの取引の信頼度や信頼性を保証している。

 

So instead of communicating indirectly with site owners when you want to publish an ad, you could communicate directly. Blockchain comes into this by easily proving that users, along with click-through data, are real, which leads to website owners and those interested in advertising no longer needing a mediator to sign an agreement.

What it all comes down to? A tidy decrease in extra costs and an increase in your profit margin.

仲介者への同意なくサイトオーナーと直接に関われる。ユーザーに広告を簡単にバラまける。

In this video, Brendan Eich (who created Firefox, JavaScript and now Brave) believes that we’re paying up to $23 a month per person to view ads, with our bill going towards bandwidth spent on ads and trackers. The whole aim of the BAT boils down to this:

Why should we be paying to view ads when advertisers should be paying us?

 

 

本当かな?と思う記述がありつつ、広告をどう変えていくか技術面で詳しくは触れていない。

ただし、GやFを中央権力とのアナロジーで捉える視点は非常に有効。Validatorは監査人であって権力者ではない。

Difference between hyperledger composer and hyperledger fabric?

Hyperledger Composer simplifies application development on top of the Hyperledger Fabric blockchain infrastructure.

blockchain infrastructure

 → Fabric tutorials.  include samples of low level chaincode development (in golang).

blockchain applications

 → Composer tutorials. a higher level application development framework.

 

COMCAST'S ADVANCED ADVERTISING GROUP AND PARTICIPANTS ANNOUNCE BLOCKCHAIN-BASED TECHNOLOGY PLATFORM

http://corporate.comcast.com/news-information/news-feed/comcasts-advanced-advertising-group-and-participants-announce-plans-for-blockchain-based-technology-platform-aimed-at-making-premium-video-advertising-more-efficient

 

New Blockchain insights platform to be developed in collaboration with NBCUniversal, Disney, Altice USA, Channel 4, Cox Communications, Mediaset Italia and TF1 Group. The partnership is aimed at better ad planning, targeting, execution and measurement across screens.

 

放送局狙い

 

 The technology includes a series of encryption and rights management layers that would result in a system that lets blockchain participants in the platform ask questions of each other’s data without having to access or take possession of anyone else’s data to get their marketing questions answered.  This technology simply provides a more efficient platform for the premium video marketplace, while keeping individual data sources safe, private and secure.

 

個人情報の面でも安心

 

○番組コンテンツの方に関心。広告にはあまり関心がなさそうだ。

Will the Blockchain Insights Platform Change Ad Buying?

Will the Blockchain Insights Platform Change Ad Buying?

 

http://www.nasdaq.com/article/will-the-blockchain-insights-platform-change-ad-buying-cm825048

 

Comcast initiated the partnership, which includes some of the world's leading media companies, including NBCUniversal, Disney, Altice USA, Channel 4, Cox Communications, Mediaset Italia and TFI Group.This partnership is set to develop a blockchain-based platform for ad buying for broadcast and streaming television.

 

コムキャストが放送局を束ねている。

 

But building an industry network around blockchains is no simple or straightforward process. Regardless of how promising it sounds, Comcast still has a long way to go before it can actually prove the platform will work seamlessly. After all, blockchain technology still constitutes a relatively unknown territory for many. There is also the fact that working openly with a group of partners, many of whom can be thought of as competitors, can be a challenge for media industry leaders. Tech and pharma companies have a long tradition of working with open innovation, while financial organizations typically struggle to do so. Telecom and media players may find themselves somewhere in the middle.

 

メディア業界はテック業界や医薬業界ほどオープンではないので、コムキャストも大変だろう。

 

Although blockchains offer many advantages over traditional technologies, their computing power is still largely insufficient to continue this practice. Because a blockchain is decentralized, it takes time for transactions to be verified. While not exactly slow, this process is not fast enough to allow for ad transactions in real time. The media industry should nevertheless be optimistic that this could change with wider adoption of blockchains and subsequent increases in computing power.

 

ブロックチェーンは分散型なので取引を証明するのに時間がかかる

 

As blockchain technology is still in its infancy, particularly in the advertising sector, it would be unreasonable to expect revolutionary changes anytime soon. But the technology is on the rise, and the adaptation of it in banking, insurance, pharma and supply chain management only proves that there will likely be more of it in the future. It is certainly positive that the advertising sector is advancing and focusing on innovation. With initiatives like the Blockchain Insights Platform, media giants may actually discover new revenue streams. Even more interestingly, they could steer advertising and marketing in entirely new directions.

 

すぐには革命は起きないが、新しい動きであることは確か。

 

コムキャストの動きを知ることができた。

Lightning network

https://cosmos.network/whitepaper

Lightning Network

The Lightning Network is a proposed token transfer network operating at a layer above the Bitcoin blockchain (and other public blockchains), enabling improvement of many orders of magnitude in transaction throughput by moving the majority of transactions outside of the consensus ledger into so-called “payment channels”. This is made possible by on-chain cryptocurrency scripts, which enable parties to enter into bilateral stateful contracts where the state can be updated by sharing digital signatures, and contracts can be closed by finally publishing evidence onto the blockchain, a mechanism first popularized by cross-chain atomic swaps. By opening payment channels with many parties, participants in the Lightning Network can become focal points for routing the payments of others, leading to a fully connected payment channel network, at the cost of capital being tied up on payment channels.

ライトニングネットワークは、ビットコインブロックチェーンより上の位相で動くトークン移転ネットワークだ。取引の大部分を、コンセンサス台帳の外側にあるいわゆる「決済チャネル」に移すことで、取引量の拡大を可能にしている。

 

While the Lightning Network can also easily extend across multiple independent blockchains to allow for the transfer of value via an exchange market, it cannot be used to asymmetrically transfer tokens from one blockchain to another. The main benefit of the Cosmos network described here is to enable such direct token transfers. That said, we expect payment channels and the Lightning Network to become widely adopted along with our token transfer mechanism, for cost-saving and privacy reasons.

ライトニングネットワークは複数の独立したブロックチェーン間で市場を通した価値の移転を容易に可能にするけれども、非対称的なトークン移転には利用できない。