Many companies are working on leveraging the blockchain to solve digital advertising industry problems. I've been trying to keep track of who's doing what and how it all fits together. Inspired by the famous Display LUMAscape from LUMA Partners, I've come up with the following Digital Advertising Cryptoscape!
Here's a quick summary of each entity shown above:
Open protocol on the public Ethereum blockchain that allows for the building of decentralized applications for the $175 billion digital advertising ecosystem. By MetaX. adToken (ADT) is a multi-purpose token with usage properties for voting, depositing and challenging entry into the adChain Registry.
Decentralized user data exchange protocol to replace DMPs like BlueKai. Zohem’s Core comprises of a common data layer to which all publishers will be able to contribute data and get rewarded for the same with Zohem Data Tokens (ZDTs)
Mediachain is a blockchain data solution for connecting applications to media and information about it. Attribution Engine. The best image search engine for creators. Find free, high quality images that you can share and re-use.
A Decentralized Trust Protocol (the “Kind Ads Protocol”) will create an ecosystem for users, publishers, advertisers, and app partners. Currently focused on push notifications and developing a quality and reputation score for domains. No fees will be charged on dollars spent.
The world's first exchange to trade advertising contracts. Developed in partnership with Nasdaq, NYIAX combines financial trading and advertising technology in one platform to enable publishers and advertisers to buy, sell, and re-trade premium advertising inventory. As the first and only trusted, transparent, future inventory marketplace, NYIAX allows both publishers and advertisers to increase ROI and reduce costs.
By Kochava. Through a smart contract IO, enables the related targeting and activation of audiences, and bolsters ad-spend efficiency and security. It will usher in a next-generation advertising system of record for all participants.