Data-driven advertising is a huge business and the need for
accountability has never been greater. The advent of blockchain is being used
by more companies to insure that the advertiser message is reaching the right
consumer.
Rodger Wells, CEO of Dashbid, has constructed his business with that
issue in mind after gaining experience in digital marketing and sales. “I
entered the digital media world in 2005 at JumpTV. Then I moved from JumpTV to
ooVoo and built an ad-powered video chat company with over 150MM users before I
was recruited to DashBid,” he explained.
Charlene Weisler:
Give me a short description of Dashbid.
Rodger Wells: DashBid began as a supply-side platform (SSP)
for video advertising. We have evolved over the years to become a platform
built on blockchain allowing advertisers, viewers and publishers to benefit from advertising transactions via
open ledger visibility and value transfer among all constituents in the
advertising value circle.
Charlene Weisler: How
do you use blockchain technology?
Rodger Wells: We use blockchain as both a value transfer
mechanism and a reconciliation tool for publishers, advertisers and viewers. We
see this changing greatly in the coming 18 months as we create the blockchain
on which advertising will operate.
Charlene Weisler: How
do you see blockchain technology impacting media in general?
Rodger Wells: Blockchain will provide a level of
accountability and transparency in media that has never before been attained.
Digital advertising is estimated to be a $107B business in 2018. With so much
money at stake, the opportunities for fraud and poor performance abound. By
using blockchain, it becomes possible to have a transparent trail of events
which will expose fraud and poor performance. Although fraudsters will continue
to target the pool of money, blockchain systems such as PreVUE will make it
increasingly difficult to succeed.
Charlene Weisler:
What is the relationship you develop between a consumer and an advertiser?
Rodger Wells: The advertiser has always sought interaction
with the consumer. Historically this was achieved through publishers who sold
these consumers to advertisers. We are now facilitating a method for consumers
to take back ownership of their virtual identity and sell themselves directly
to the advertisers. Ownership of personal data is what makes PreVUE most
valuable. Giving audiences the ability to set boundaries on their data as well
as easily see where it has been used, or misused, is a new arena. No longer
will we have to “trust” third parties with our personal data sets. Giving this
ownership back to the individual enables personal protection of property at an entirely
different level.
Charlene Weisler: How
do you see the sales funnel changing?
Rodger Wells: We see a simpler, more reliable way for
advertisers and viewers to interact directly while providing increased benefit
to publishers through more valuable, engaged audiences. Transparency,
accountability and engagement will be more important, focused and required than
ever.
Charlene Weisler:
Where do you see messaging, advertising and sales going in the next three years?
Rodger Wells: I think the power of data ownership will shift
back into the hands of the viewer. For too long our virtual selves, the data
set that is “us” online has been controlled and owned by others. This leads to
abuse that we don't even realize we are participating in. We’re only now seeing
the impact of this data, and how it can be used against our will, with the
Cambridge Analytica story, followed by Cubeyou this weekend. Only through
ownership of our own virtual self will we ever be able to truly control its
use.
Charlene Weisler:
What words of advice would you give a consumer today?
Rodger Wells: Be cautious, always remember that the internet
is forever but don't let it stop you from trying new things. Just be sure you
understand what consent you are giving to providers.\
This article first appeared in www.Mediapost.com
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