The above video is Daniel Gouldman’s (CEO Ternio) presentation at The Blockchain Revolution in Advertising, on Sept 28, 2018, in NYC.
Ternio describes itself as “the only scalable and decentralized blockchain framework capable of over 1 million transactions per second.”
The intent of Ternio’s blockchain is to enable brands, ad agencies, and ad tech providers to gain transparency of the ad supply chain, fight ad fraud, and facilitate real time payments.
Gouldman outlines 4 primary ad industry issues that need solving:
- Fraud
- Transparency
- Payment lags
- Scalability
He notes that currently digital advertising is mediated by centralized companies, such as Facebook and Google, which are prone to errors and opacity.
Blockchain eliminates the need for intermediaries, since the data is distributed to many participants, who all see and can verify the same data.
Currently, the primary blockchains in existence cannot scale enough to handle the volume of ad transactions. The problem is currently being addressed. An example is Ternio’s own blockchain, Lexicon, which is theoretically unlimited in processing transactions.
In some blockchain ecosystems, participants are forced to use centralized services as part of their data and transaction layers, due to the current limitations of transactions per second.
However, on a true blockchain all the different participants have their own place in the blockchain network by way of their own servers, which makes them a transparent part of the advertising ecosystem.
A basic concept is integrating other data layers on top of blockchain. For example, entities such as advertisers, agencies, publishers, the demand-side platform (DSP) and supply-side platform (SSP), are all part of the digital advertising ecosystem and each would be paid immediately for their work, once confirmed and validated in real time by the blockchain.
In the current, centralized, ecosystem it’s hard to identify exactly where fraud enters and exits. Due to the transparency of blockchain, fraud is mitigated.