Global Industry Experts Join Hands in Decentralising Digital
Marketing With the Help of Blockchain Technology
Sydney 27 Feb, 2018 - Proton Network ( http://www.proton.global ) has announced
today it will be releasing the first phase of its blockchain-based digital marketing
network by mid 2018, with the vision to change the fundamental problems of today's
digital marketing industry, and reshape the global advertising ecosystem.
Proton Network is a non-for-profit entity that was founded last year by industry
professionals from Australia, China, Israel and the US, who have decided to join
hands in solving the digital marketing industry pain-points and mistrust by applying
the blockchain tech with Unified ID System. The team consists of experts in
blockchain development, data analysts, top industry professionals and digital
marketing experts who already built uni-marketing systems from scratch (like Mr.
Wang Shuaimin, previously the Head of Alimama Uni-Desk and ex-VML Teein and
AllYes, Mr. Wang Xiaowei etc).
"Programmatic advertising marketplaces and industry leaders, still can’t overcome
‘simple’ issues like short cookie duration and inaccessibility of data between
websites, apps and different devices. Advertisers end up paying 2-4 times for
‘engaging’ the same customer, there’s no transparency and users are constantly
battling with the usage of their information" explains Adam Zhao, co-founder of
Proton Network.
Chinese giants Alibaba and Alimama have managed to overcome some of these
problems by consolidating all their products, services, apps and websites into one
ecosystem so they can create a Unified Identity (UID) for each of their customers
and have proved to improved marketing results by 1.2 to 3.8 times1. Unfortunately,
the success of the data giant also represents the data monopoly in the traditional
digital and capital market ( the "Walled Garden").
The Proton project aims to change the way current solutions are approaching the
industry’s problems by focusing only on the fundamental layer and data exchange
facility in order to build an alliance network with the different parties of the industry:
"The idea behind the Proton project is to create an infrastructure that anyone can
use on their own existing platforms (using an open source SDKs and APIs) and
instantly take part in the game while upgrading their own service and experience"
explains Dr. Zou, CTO and co-founder of Proton Network "It’s the only way to get all
the players of the ecosystem involved, gain quick adoption and distribution, and
create an even playing field which can bring back the lost trust. Other solutions like
1 http://morketing.com/index.php?c=article&m=article_detail&id=11402
the Brave browser or creating a blockchain-based DSP are just creating additional
walled gardens and are limited by usage and adoption".
"With blockchain based digital marketing advertisers will finally be able to get what
they have paid for, publishers will enjoy better revenues end users will benefit from
sharing their data in a secure way" says Mr. Zhao. This project has already gained
traction and support from leading DSPs, Agencies and advertisers who are keen to
cooperate with Proton and make this vision a reality. ---
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/Public Release. This material from the originating organization/author(s) may be of a point-in-time nature, edited for clarity, style and length. The views and opinions expressed are those of the author(s).
