Digitization is taking over everything. The growing craze and consumption of the internet has led every company to be conscious about their online presence and provides an opportunity at the same to time to expand beyond their territories. The growing opportunities and growing competition have elevated the need for an effective online marketing strategy for the businesses. As a result, online advertising is emerging as an industry.
But the real players of the industry are not getting benefits they deserve. The publishers and advertisers are the two main pillars of the online advertising structure. The advertising networks which act as middlemen and connect the publishers and advertisers are dominating the market and prohibiting them from benefitting from the growing opportunities. AdSigma is aiming to build an alternative platform to connect the advertisers and publishers directly and eliminate the need for a middleman like Ad Network. The reason for the need of this alternative source is manifold.
The global spending for online advertising exceeded $530 billion in 2017. However, the publishers lost over 40% of this revenue in the hands of the advertising networks in the form of the commission. The most popular advertising network, Google charges a commission of 32% for online content marketing whereas Facebook charges whooping 45% commission. This is unjust on the part of the publishers as he/she is the host of the ad and deserves to be paid well. Also due to higher commission rate the cost of advertising becomes higher for the advertiser.
Along with the high commission, the ad networks place some pricing restrictions. Due to the presence of a middleman, there is no direct communication between a publisher and an advertiser, and hence they cannot negotiate with each other for the desired price.
Some of the ad networks give the option to select the type or category of the advertisement that a publisher wants to be displayed on his/her website. However, one cannot pick the advertiser he/she desires. An agent is solely responsible for the selection of an appropriate advertiser and advertising for the publisher's ad space. Often, there is no payment flexibility to the advertiser. Also, there is a minimum withdrawal limit for the publishers, due to which, he/she cannot withdraw the funds instantly.
Many times, ads are displayed in places where they are not much effective or are irrelevant. Moreover, some advertisements don't meet the standards of the publishers' webpage/website. Also, many times ads are displayed alongside inappropriate content, or inappropriate ads are displayed on the publisher's property. This leads to poor conversion rates as well as reduced brand value.
Most of the ad networks have a small, prescribed list of payment options for the advertisers. The advertisers are compelled to pay in certain fiat currencies like dollars and through bank accounts or debit/credit cards. This leads to lack of flexibility in the hands of the advertisers.
All of these put high-quality creators at a financial disadvantage, and favours publishers of cheap media: fake news, propaganda and conspiracy theories, quickly re-written stories with sensationalistic spin, shady offshore content farms, algorithmically generated content, and pirated videos. Hence, there is a need to change the way market works currently and to replace the advertising networks.
AdSigma's solution to address these issues
Using one of the most appreciated technologies of recent times, the blockchain, AdSigma is creating a platform where the publishers and advertisers can directly interact and where they receive all the benefits they get from an Ad Network, and without its interference. The blockchain is distributed ledger system that can efficiently record a transaction between two parties and which is best known for the authenticity, irreversibility and validity earmarks tagged to a transaction.
AdSigma will utilize the Ethereum blockchain to construct a variety of smart contracts, like escrow contracts and history contracts, to facilitate transactions within the ecosystem. The entire eco-structure of AdSigma is designed to work in favour and benefit the publishers and advertisers. AdSigma will put them in an advantageous position.
The advantages are as follows:
- The publishers will be at liberty of deciding his/her own pricing policy.
- The publishers will have to bare ZERO commission and hence gets to keep 100% of the revenue.
- Due to increased margin, the cost of advertising reduces in favour of the advertiser.
- There will be a direct communication, and hence the parties can negotiate on the terms of the contract.
- AdSigma is based on the blockchain technology, and hence all the information is decentralised. The advertisers can trace every component relating to the campaign, and therefore, the publisher or anyone else won't be able to manipulate the results.
- Advertisers will be able to overcome the issue of lack of bidding transparency in case of the advertising network.
- AdSigma shall provide ad moderation services, and that ensures inappropriate ads are not allowed to be rendered.
- Advertisers shall be able to display their ads alongside relevant content leading to a higher conversion rate.
- The ethereum based Smart Contracts shall ensure the fulfilment of the service agreed upon in favour of the advertiser and the payment to the publisher.
- Once entered into the contract, parties shall not be able to manipulate its terms, and hence the contract is binding.
- The entire initiative is based on the idea of open source projects and aims to help the market to operate without the intervention of ad networks
- Since it is based on the blockchain technology, AdSigma will ensure the transparency, trustworthiness, and security of the transactions.
ADSi, AdSigma's utility token shall be used to complete all the transactions within the platform. The value of token shall rise with the growth of AdSigma, and the industry shall be benefited from the same. Since there is no cross-border acceptability issue involved and since almost everyone can trade into cryptocurrencies, ADSi tokens are very convenient.
Soon more details about the sale will be published on AdSigma’s website.