Internet experience for a lot of users can be quite irritating due to the intrusive ads and pop-ups. These ads usually on user’s screens without permission and are perceived as unwelcome interruptions by a lot of internet users. Some of these ads even come in the form of short videos that over time could accumulate some significant data cost.
Limitations in advertising
Despite the irrational nature of these pop-ups and other related ads systems, the conversion rates that they deliver still remain significantly low. Statistically, the average conversion rates for all pop-ups is 3.09%, and only 3 out of 100 people ever have pop-ups with conversion rates over 11%.
Also, in addition to the inconveniences caused and the low conversion rates as already mentioned, the hardworking participants in the advertising industry are continuously shortchanged by the actions of middlemen.
Advertising is a tripod of three major sets of stakeholders that include, the advertiser, the publisher and the customer. However, for traditional systems, there exist the middlemen who are interwoven with these three sets of stakeholders. These middlemen serve as the deal-breakers between parties, or the bridge that connects the different groups of stakeholders. The irony is that the middlemen are considered to be the reason why advertising has become very costly and less rewarding.
Naturally, an increase in the chain of procedure implies additional services and cost, but it doesn’t stop there. The opaque nature of most advertising systems and the inability to prove the existence or not of fraud on the side of the service providers is a limitation on the side of existing services. Therefore, certain qualities of blockchain technology, especially in terms of transparency and auditability is improving the quality of services within the advertising industry.
A more convenient user experience
At the ground level, Kind Ads is implementing blockchain technology in order to create a decentralized ad network.
This will enable the elimination of middlemen (such as Facebook and Google), allow publishers to make more money (and get instant payments) and at the same time, advertisers will pay more reasonable fees. Lastly, the users can get compensated by sharing their data and view better targeted and less intrusive ads.
Also, since internet users are already familiar with the browsers that they are used to, Kind Ads needs not attempt relocating them like most competitors are proposing. Rather it is introducing its own token on a compatible platform for effective transactions and elimination of intermediaries.
This implementation is aimed at making the internet more kind from different angles. Regular internet users will be presented with a more convenient experience, as they will only encounter fewer and more targeted ads. The advertisers and publishers will save cost as middlemen will be completely eliminated, while fraudulent practices will become a foregone issue due to the transparent and auditable nature of blockchain.
Made possible by blockchain
These blockchain qualities, especially in terms of auditability will go a long way in fixing some of the most worrisome problems faced by advertisers. The increasing practice of fake users which involves the generation of traffic by non-human elements on the internet, mostly in the form of bots must be eliminated in other to sanitize the advertising industry. Certain measures such as the embedding of captchas have been adopted by many platforms to check such malpractices. This system, though functional is considered inconvenient and distracting by a lot of internet users who perhaps would welcome a more direct solution.
Therefore, as blockchain continues to alter existing processes on the internet, direct solutions remain the key focus. This involves democratized governance systems where every participant retains a stake in terms of decision making and revenue. While the internet continues to represent a key element in connecting the global audience, improving the quality of association is an idea that will continually remain relevant and welcome across the industries.
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