Internet Advertising is hands down the most effective and widely used form of advertising nowadays. The level of change that it has brought to the development of information and brand visibility and its effects on other related industries reveal the extent of democratization in the original design of this universal technology.
The issue, however, is that this industry is extremely centralized.
To date, Google and Facebook are the duopoly that controls most of the advertising industry, raking in millions and keeping the lion share of the profits.
The enormous share of global internet database that these organizations control offer them superior arguments in terms of deciding how the advertising industry functions. This enables them to stand as powerful intermediaries between producers and consumers, charging unprecedented fees and denying other key participants the opportunity for appropriate rewards.
As a matter of fact, the lopsided nature of the advertising industry where a huge part of advertising budgets of companies are considered as a waste of investment is largely due to the actions of these intermediaries.
So, the question is — why can’t we have a decentralized ecosystem that will favor advertisers and publishers, whilst keeping users in mind?
Possible Elimination of Advertising Monopoly
The internet was originally designed to solve this monopoly problem by removing centralization and giving every participant a voice.
The advent of blockchain technology has opened up the opportunity for industries to reorganize and reinstall a free market.
The technology affords the creation of decentralized platforms where monopoly and centralized control is totally abolished. One major way of achieving this is through the elimination of middlemen who most often take advantage of their role as intermediaries to arm-twist other participants within their networks.
In other words, why should Advertisers (whether big brands like Coca-Cola or smaller like Mike the Barber) continue to get slaughtered with ad platform advertising fees? And why should Publishers, or “content creators” that host the ads on their website be left with small change compared to the duopoly that gobbles up their revenue?
In the digital ads industry, startups like Kind Ads are leading the way by building a decentralized ad network which connects advertisers directly with publishers. This platform totally ignores the proposal of these intermediaries by adopting a different ads distribution approach via emails and push notifications.
The approach by Kind Ads does not only eliminate the cost of patronizing middlemen which by the way has always been a huge pain for advertisers. It also avoids the irritating ads distribution systems in their campaign, hence the idea of making the internet more friendly and improving user experience for network participants.
Other blockchain digital ads solutions like BAT are also attempting to decentralize the industry. Part of their proposal includes the introduction of entirely new browsers for internet users. This is a bottleneck that may inhibit the adoption process based on the fact that transferring users away from browsers like Chrome and Safari with which they are already familiar may be a tall order.
In its approach of providing a kind and convenient solution for internet users Kind Ads does not attempt to pull users away from familiar territory. Rather, the platform introduces compatible tokens whose single goal is to enable a peer-to-peer transaction system that will cut out the middlemen. Therefore, users may not need to lose their existing cache or any other data stored on their browsers, neither do they need to learn the protocols of a strange platform.
Back to the Beginning
Developments across the various works of life have repeatedly shown how difficult it is to prevent the abuse of power when it is centralized. The innovation by Kind Ads can rather be seen as a precautionary approach that protects the ads network from vices that threaten its stability. To an extent, this is the kind of ideology that was anticipated when the internet arrived to disrupt the existing mainstream media that is built on the fabric of centralized infrastructure.
With Kind Ads, publishers can easily sell access to their subscribers directly to advertisers and get full instant payment rather than depend on meager commissions from middlemen. Even users will get paid for allowing their data to be shared.Indeed, everyone will have an independent role to play and a commensurate reward for their work. This resembles the original idea of the internet, and blockchain is enhancing a full cycle revolution, taking the network back to its beautiful beginning.
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