MAD network is a decentralized advertising technology ecological network based on blockchain application design. It aims to weaken the functions of intermediaries and return the lost value to advertisers and media. The core goal of the MAD network is to establish a decentralized advertising tool ecosystem to ensure trustless transactions between advertisers and media. MAD Network has received investment from Fenbushi Capital and DCG Group.
The program market has been fragmented, full of fraud, unnecessary high costs, and lack of consumer privacy. Every new attempt to repair a defect is like putting a band-aid on the broken limb, which does not solve the fundamental problem. In many cases, a toll collector is added on the highway from the advertiser to the audience to gradually divide the advertising revenue. At the same time, the privacy of consumers is also greatly reduced. The complexity of the current advertising market, excessive costs, and lack of protection of consumer privacy all make consumers feel that this is not a system that consumers need.
Privacy is a basic human rightMAD Network firmly believes that privacy is a basic human right, and consumers now believe in it. We are not the only team that thinks this way, because regulators have always had similar ideas. As early as 1992, the United States ratified the International Covenant on Civil and Political Rights (ICCPR), a UN human rights treaty that protects privacy. Last year, the European Union approved the Comprehensive Data Protection Regulation (GDPR), which imposed strict requirements on how the entire advertising supply chain collects, stores, and shares consumer data. Violators of the regulations will face a fine of 20 million euros or 4% of global annual turnover, which also allows every publisher, advertiser and ad technology company to work hard to adapt to the new laws and regulations that came into effect in May 2018.
If we want to really repair the current programmatic market, we can't just put on a band-aid and then post a lollipop. We must rethink our overall strategy. We need a new agreement.
The MAD network is a new protocol built for digital advertising based on protecting user privacy: it is a protocol that eliminates unnecessary charges, allowing advertisers to effectively reach consumers without compromising their privacy.
This sounds cool right? But to realize this vision, real innovation is needed. Blockchain technology is not only a disruptive technology, it is also an underlying architecture. It can reshape our entire economy and society and achieve true innovation. MAD Network is the basis of the new blockchain programming: it is an open source protocol that aims to promote advertising innovation on a larger scale, allowing advertisers, publishers and consumers to be more closely integrated.
How to achieve?The MAD network does not store user data in a centralized data center; on the contrary, it will allow users to make advertising decisions on their own devices, thereby ensuring complete privatization of data. For specific users, advertisers will create machine learning models and deploy them to the MAD network. Then, a personalized artificial intelligence AI agent will use each user's personal identification information (PII) to run these models, and encrypt it to confirm or deny whether the user is in the required queue. If the confirmation is correct, the agency will pull in related advertisements, but will not disclose any information about the user.
For this "trustless" method, not only can completely protect consumer privacy, but also can greatly improve the accuracy of delivery. The current delivery method is mainly based on reasoning. For example, the IP address can identify the approximate range of the user, and then the data company judges the income range based on the location of the user and the people around it. With the MAD network, user data is much more accurate-because too many consumers PII have been saved on their own devices. Therefore, advertisers can more surely ensure that actual users of advertisements are real consumers.
Build the projectBefore this year's CES show, our feedback on the market was still a bit nervous. We met almost all mainstream agency agencies, publishers, and some of the largest advertising brands. For the future advertising technology industry, more is not evolution, but a revolution. The MAD network not only resolves regulatory considerations, but it also redistributes advertising revenue to advertisers and publishers. With the development of the model, all charges, or "advertising taxes" (40%-80% of advertising revenue) will be passed directly to the publisher, so that each brand can use more revenue to connect to more media Resources.
A thorough inspection of the program from the inside out is not an easy task. This is why we chose to focus on high-quality videos and OTT at the earliest. Because intermediaries will withdraw a large amount of media funds, linear TV companies have always refused to develop programs like programs. High-quality video and OTT will provide a perfect test space for the MAD network.
Early iterations will likely embed MAD's artificial intelligence agent on the device through an application. Later, the technology can be integrated into the hardware, allowing original equipment manufacturers to get a share of the advertising. As you can imagine, this will make some large OEMs very excited.
We are working with some key brands, publishers and agencies to start pilot development of Alpha version of the product, which is a privacy-compatible advertising positioning solution, and consumers’ identity information will never leave their devices.
Blockchain will be the trend of the future advertising industryThe MAD network is not only the foundation of our company, but we are also establishing a unified foundation for the entire ecosystem-this is why we will be completely open source. There will no longer be walled gardens, and there will be no more toll collectors. We will be the first platform to do this, and we will allow anyone to build DApps on the MAD network. Our goal is to build an interoperable advertising ecosystem so that advertisers, publishers and consumers can grow together.
The future of the advertising industry is not in the blockchain industry, but in the advertising community built on the blockchain.
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