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。