By Ian Allison November 29, 2017
Global media agency Mindshare partners with Singpore’s high speed blockchain Zilliqa to test media applications
Global media agency Mindshare has partnered with Singpore’s high speed blockchain Zilliqa to address the problem of fake news.
Mindshare is global media agency with over 7,000 employees and $31bn in annual billings; Zilliqa offers a high speed blockchain platform developed by researchers at the National University of Singapore.
The partnership will involve testing whether Zilliqa’s blockchain protocol can be used to address pervasive industry challenges including contextual advertising in relation to fake news; develop strategic initiatives around data privacy and develop an industry-wide tokenisation program which can be used for publisher and content scoring.
More at: Blockchain innovators battle fake news with tokens and content scoring – International Business Times
By Jonathan Ponciano, Contributor October 30, 2017
The growing accessibility of video production combined with social media’s era-defining influence has birthed an industry of entrepreneurial video-content creation that’s overwhelmingly governed by a few key platform players. And now, cryptocurrency ventures are taking aim at decentralizing the largely ad-dominated market.
San Francisco-based Stream announced Thursday it’s received $5 million to back its namesake token in an advisor round of funding led by blockchain investment firm Pantera Capital. By facilitating direct transactions between content creators and consumers with a zero-fee structure, the Ethereum-based token wants to challenge the advertising-dependent business models present in the majority of digital content-sharing platforms.
[Ed note: Investing in cryptocoins or tokens is highly speculative and the market is largely unregulated. Anyone considering it should be prepared to lose their entire investment.]
More at: Stream, YouNow: Can Cryptocurrencies Challenge Ad-Dominated Video-Content Market? – Forbes Investing #VentureCash
By Nikhilesh De October 23, 2017
The travel and merchant arm of American Express may be weighing the use of blockchain within a personalized customer rewards system, public filings show.
A new patent application published last week by the U.S. Patent and Trademark Office details a concept for offering customer-specific types of rewards (including points, a virtual currency or specific items tied to a product). The filing indicates the financial giant would make these offers by compiling personalized data about the customer, such as their historic spending patterns.
The application cites the tech as one resource for storing and updating information among a number of possible approaches, detailing:
“The blockchain structure may include a distributed database that maintains a growing list of data records. The blockchain may provide enhanced security because each block may hold individual transactions and the results of any blockchain executables. Each block may contain a timestamp and a link to a previous block.”
More at: American Express Eyes Blockchain for Customer Rewards System – CoinDesk
By Joe Liebkind October 10, 2017
In the massive world of online advertising, blockchain will be a force to reckon with. Unlike with some blockchain products such as cryptocurrency, advertising can employ blockchain in a plethora of unique ways. The applications of this technology in advertising will help ad creatives target audiences better, share data, make users safer and more private, and democratize who controls the data that the industry relies on.
A New Direction for Advertising
One of the most notable features of blockchain as a finance application is anonymity. While this is a product of blockchain’s origins in bitcoin, for advertising, anonymity is sometimes counter-productive. Blockchain solutions for advertising will instead make use of the robust accountability that the technology provides, wiping the slate clean for all participants.
More at: Blockchain Is a Game-Changer for Online Advertising – Investopedia
Comcast’s Advanced Advertising Group said it is working with several partners on the development of “Blockchain Insights Platform” that aims to boost the efficiency of premium video advertising and enable a secure exchange of non-personal audience data for addressable ads.
That platform will result in “better planning, targeting, execution and measurement across screens,” according to the division, which includes tech and products from Strata, FreeWheel and Visible World.
More at: Comcast Partners Up to Forge Secure ‘Blockchain’ Platform to Boost TV Ad Efficiency – Broadcasting & Cable