The post Alkimi Exchange CEO on Decentralized Ads and Data Ownership appeared on BitcoinEthereumNews.com.

In recent years, the advertising industry has faced growing criticism due to concerns around data privacy, fraud, and inefficiencies. Traditional digital advertising, particularly through intermediaries like Google and Facebook, has led to a lack of transparency for advertisers and publishers alike. Ben Putley, CEO and Co-Founder of Alkimi Exchange, believes the digital advertising industry is long overdue for a change. Here, he breaks down how blockchain technology is reshaping advertising and why it’s time for the industry to evolve. Alkimi Exchange is a blockchain-based decentralized advertising platform aimed at solving inefficiencies in the digital ad ecosystem. The platform leverages blockchain technology to eliminate intermediaries, reduce costs, and provide transparency in transactions between advertisers and publishers. It uses tokenized ad inventory and smart contracts to automate payments, ensuring efficiency and fraud prevention. Alkimi also empowers users with control over their data, allowing them to choose between sharing it for rewards or maintaining their privacy. The Broken State of Advertising At its core, digital advertising operates through intermediaries who profit by managing transactions between advertisers and publishers. These intermediaries — ad exchanges, supply-side platforms (SSPs), and demand-side platforms (DSPs) —  not only inflate costs but also introduce vulnerabilities to fraud. Advertisers face an alarming $65 billion in global losses annually due to fraudulent activity, including bot-generated traffic and manipulated metrics. “Advertisers are essentially pouring money into a system they can’t see or control. Fraud thrives in environments where transparency is missing. The lack of accountability also undermines trust, with advertisers unsure whether their spending translates into meaningful engagement or results,” Ben Putley explained. Publishers are financially constrained under this system. Although they are responsible for creating the content that draws audiences and fuels the advertising ecosystem, they often see only a small portion of the ad revenue, as intermediaries claim a significant…

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Filed under: News - @ November 29, 2024 3:27 pm