iab-视频广告区块链报告（英文）-2018.2-18页

报告摘要

Blockchain for Video Advertising: A Market Snapshot of Publisher and Buyer Use Cases

Executive Summary

Blockchain technology has applications far beyond the financial sector.
As an immutable, distributed, and transparent ledger, blockchain is well-suited for the digital advertising supply chain.
Potential benefits include increased efficiency, transparency, cost reduction, and fraud elimination.
2018 is expected to see the rollout of a wide range of blockchain applications in digital and cross-screen video advertising, with broader adoption likely in 2019 if risks are mitigated.
Long-form, premium video and TV advertising, with their high CPMs and low volume, is a compelling use case for blockchain. Expect to see significant beta tests from both traditional media and new entrants in the coming year.

Core Content

Blockchain is a decentralized ledger or database that stores data across a peer-to-peer network. It is designed to be secure, transparent, and immutable, making it an ideal technology for enhancing trust and efficiency in digital advertising.

Key Features of Blockchain

Immutable: Once data is recorded, it cannot be altered.
Distributed: No central authority controls the ledger; every node has a copy.
Transparent: All transactions are visible to participants.
Secure: Cryptographic techniques ensure data integrity and authenticity.

Types of Blockchains

Public Blockchains: Fully open and accessible to anyone, such as Bitcoin and Ethereum.
Permission-Based (Consortium) Blockchains: Controlled by a group of entities, such as AdLedger.
Private Blockchains: Controlled by a single entity, such as a bank.

Main Use Cases in Advertising

Ads.txt Plus

Developed by MetaX, it enhances the IAB’s Ads.txt standard using blockchain.
Publishers can manage and obfuscate their authorized sellers' information, making it more secure and verifiable.
It allows for a more efficient and transparent verification process in the digital advertising supply chain.

XCHNG (Kochava)

A blockchain framework designed for high-speed digital advertising transactions.
It abstracts the digital media buy into five core components: Buyer, Seller, Measurement, Ratings, and Payment.
The insertion order can be turned into a smart contract, enabling direct and secure trading between parties.
It aims to become the standard for IAB 4.0 terms and conditions, reducing intermediaries and streamlining workflows.

NYIAX

A platform co-developed with Nasdaq, enabling direct trading of digital advertising inventory.
It uses smart contracts to facilitate transparent and verifiable trades between buyers and sellers.
It introduces the possibility of a blockchain-enabled futures market for digital advertising inventory.
NYIAX is focused on creating a forwards market, with secondary markets a future possibility once primary market liquidity is established.

Blockchain and Video Advertising

Digital, OTT, and Unified Video

Blockchain is particularly well-suited for video advertising due to the following advantages:

Low volume of transactions compared to digital display advertising.
High value of inventory, making fraud reduction and transparency critical.
Fewer suppliers, many of whom are already familiar with each other.
Nascent market that is open to innovation.
CDNs are already peer-to-peer, aligning well with blockchain's decentralized nature.

Challenges in OTT

High demand inventory may be resistant to new business models.
High margin buys reduce the visibility of inefficiencies.
Complex OTT endpoints require tailored integration solutions.

Future Opportunities

Shared taxonomies and standards are essential for the development of smart contracts.
AdLedger is a blockchain consortium aimed at improving transparency and data security in the ad tech supply chain.
The consortium is working on a proof-of-concept (POC) for campaign reconciliation.

Looking Ahead

The next two years will see the development and testing of blockchain applications in video advertising.
By 2020 and beyond, blockchain could enable more advanced use cases, including futures markets and derivatives trading.
The technology is expected to mature and become more widely adopted, especially in the digital and OTT video advertising spaces.

Conclusion

Blockchain has the potential to revolutionize the digital advertising supply chain by enhancing trust, transparency, and efficiency. While challenges remain, particularly in the OTT space, the technology is gaining traction and is expected to play a significant role in the future of video advertising.

Appendix

Bitcoin: A digital currency based on the Bitcoin blockchain.
Block: The atomic unit of a blockchain, containing all transactions up to that point.
Cryptographic Keys: Public and private keys used for encryption and verification.
Digital Wallet: A tool for storing and managing digital currencies.
Ether: The digital currency used on the Ethereum blockchain.
Ethereum: A blockchain platform that supports smart contracts and decentralized applications.
Hashing: A cryptographic process that encodes data into a fixed-size string.
Miners: Entities that validate transactions and maintain the blockchain network.
Node: A participant in the blockchain network that stores and transmits data.
On-chain vs. Off-chain: On-chain transactions are recorded directly on the blockchain; off-chain are stored elsewhere but can be published later.
Payment Rail: A system that connects fiat currency to utility tokens.
Smart Contract: A self-executing agreement defined in code.
Tokens (Utility Tokens): Custom coins used for value exchange within a blockchain network.