Thursday, April 19, 2018

Digital Advertising Cryptoscape

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!

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.

Rebel AI

Blockchain-enabled ad security solution that protects publisher identity and advertiser spend, and prevents ads from ever appearing on an unauthorized site.



Accepts BTSR (10% off) and other cryptocurrencies.



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)


Audience-Driven Data Solutions for OTT and AdvancedTV. Founding member of adledger.



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 ad exchange built on top of Ethereum smart contracts.


Blockchain and programmatic advertising platform by EnvisionX. Formerly Bitcasts.

Kind Ads

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.


Facilitating branded content, sponsorship, and influencer marketing transactions between advertisers and digital publishers or content creators



Transparency-focused ad tech payment tech.


Use coin BTSR as a form of payment when the bill needs to be paid for programmatic advertising worldwide.



A blockchain based Identity Management platform for publishers, safely connecting people to brands and content.


Brave Browser

A Chrome-based browser that blocks ads and uses Basic Attention Token (BAT) to pay users and publishers.


Allows publishers to mine Monero (XMR) in users' browsers.


A brand new coin specifically for publishers to mine in their users' browsers.



Nonprofit research and development consortium charged with implementing global technical standards and solutions for the digital media and blockchain industries.

IAB Tech Lab Blockchain Working Group

Investigates the application of blockchain technology to address challenges in the digital advertising space and to develop standards and best practices for the utilization of blockchain technology.


If you are aware of any additional organizations using the blockchain for digital advertising that belong on this cryptoscape, please leave a comment, and I will update it.


2018-04-26 Added Kind Ads.


Elmar Mamedov said...

Ken Weiner said...

Thanks Elmar. How would you categorize Papyrus? Exchange? Payment system? Something else?

Elmar Mamedov said...

They call themselves a "protocol", so I would assume "an ad-tech platform"? Sounds like they are trying to be a "system of record" and/or a "payment system" for the existing players

James Zicrov said...

Great article with excellent idea! Thank you for such a valuable article. I really appreciate for this great information.

Digital Programmatic Advertising