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