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During the last couple of years, the ad tech supply chain and the overall advertising market have grown considerably. However, the market is still plagued by various issues, such as the presence of middlemen, who often strive to maximize their revenue, rather than sharing it fairly with advertisers and publishers.
Additionally, services such as machine learning for ad placement are marketed as luxurious services, hence their high price. Some of the other issues that the market is dealing with include, supply chain opacity, disappearing ad dollars due to profitability interests, data leakage and more.
With the help of Blockchain technology, MAD Network has created a consensus mechanism based on a proof-of-real-work algorithm. Its main purpose is to commoditize these services, while also matching relevant ads with the available inventory, and further securing the network.
To put things better into perspective, the algorithm of choice helps the ad server facilitate the best and fairest deal between publishers and advertisers, thus removing the need for a traditional middleman.
The MAD Network project is based on three layers, these being MADnet Books, MADnet Data and MADnet Core.
Service descriptions
MADnet Books – this service represents a decentralized payment rail, based on the MADtoken. The purpose is to create a tokenized marketplace, where value of impression can be exchanged so that the presence of the network will lower advertising spending while providing a transparent network which actively punishes price manipulation of any form.
MADnet Core – Backed by the payment rail, the MADnet Core is the ad server, which has been designed to carry out buying and selling of advertisement services, backed by the proof-of-real-work algorithm as outlined above.
MADnet Data – Last but not least, this service is a data management platform, whose purpose is to deal with governance, alongside with the accounting of data usage. Furthermore, data rights management services are also provided, ensuring value for all members involved.
To help raise capital for the project, but also to provide a better way to make payments within the platform, the MADtoken was created. MADtoken represents the only way for participants to access the features associated with the services.
Through the help of smart contracts, advertisers can stake the token to make insertion orders, but also to specify how certain ad services should be executed.
Conclusion
Based on everything that has been outlined so far, the MAD Network can be referred to as a response to the advertising industry’s most prevalent problems. By removing supply chain opacity, profit-seeking middlemen and data leakage, the ad market can be widely improved, hence leading to lower costs, better services more conversions, alongside with numerous other benefits.