Can Blockchain Restore Our Faith in Advertising?

Advertising has faced disruption on a major scale for years. The old days of spinning text and emboldened logos flashing in our faces are alive only in the work of those who are living ten years in the past. The speed with which things have changed since the onset of the internet is shadowed only by the disparity of the audience at which the advertising must be targeted.

Audiences are harder to reach and harder still to retain.

Harvard Business Review recently showed retention rates in advertising had dropped from about 90 percent in the mid n nineties to less than 25 percent in  2017. The size of the audience has also changed, dropping dramatically in the last thirty years. The 80s saw about 2/3 of the world tuning in to the newest and most popular television show. Today that number is  less than 5 percent.

Likewise we’re finding ways to get past the annoying advertising that we’ve seen bombard us online. About 90 percent of the ads online–according to the experts–are being blocked or are being scrolled past so that people simply are not seeing what we’re trying to sell.

Making our advertising more informational, more readily viewed and something that people want to see is only a part of the problem. The online world, the many different ad blockers and the way in which people now have a better understanding of how to avoid advertising means that advertisers and marketing staff are going to have to work twice as hard to be seen today by an audience which has grown consistently smaller.

 

Now it looks like one of the most unlikely methods/entities to come along in year may be what saves advertising and the advertisers. Blockchain is beginning to restore people’s faith in advertising. How is that possible?

It’s not a question of whether the online advertising model is broken. It’s not even up for argument. It is broken and it’s been broken and regulating content and veracity in an online world is nearly impossible with so many different channels by which to advertise. The question is how to fix it and how to make people trust it again.

Bitmedia.io has begun helping a broad array of blockchain companies to advertise and get their message out to investors. Starting about three years ago, blockchain has also been used to help advertising become more trusted by people in the industry. According to Bitmedia.Io, “The use of an open source distributed ledger (or blockchain) would enable users to confirm the trustworthiness and validity of those people participating, their backgrounds and interactions with others. Fake accounts or suspicious individuals without any background could be easily identified by publishers who could see which accounts are trusted and have numerous interactions with other members of any given blockchain.”

Blockchain is also going to transform the monetization of content as well as other online methods of advertising.  Online advertising is very vulnerable to unfair manipulation. Blockchain technology can offer  an  open source distributed ledger, vendors can engage with publishers directly and place content that viewers can see is legitimate. It can be seen to be from a trustworthy source rather than being unverified and  artifice that was designed to see as opposed to being real testimonials or customer provided content.

For the industry to begin to trust online advertising it must embrace blockchain and allow it to work for them.

How Secure is the Internet of Things?

By 2050, just about everything that you use now in your daily life will have some kind of place in the Internet of Things. Right now, devices are already sharing information and more and more products are hitting the market that will join the soon-to-be-crowded landscape. But how secure is the connection between these devices now, and is it likely to get better or worse in the future? The truth is, some experts are calling the coming IOT as a ticking security time bomb.

Why There Are Security Problems

Recently, one of the national mornings ran a story about a group of test hackers that were able to hack into the network and take control of someone’s car. This is a major security breach and it is just what experts are concerned. Although the security vulnerability team were only able to take control of one particular make and model, the technology exists on other cars as well, and even with the security patch that the car manufacturer, experts are still concerned, because even as security gets tighter, hackers get better.

Whats The Security Future Look Like?

According to some in the security industry, the network security outlook for the IOT is grim. Right now, technology is advancing so fast that security companies can’t keep up. Right now, it isn’t a huge concern, but just the car manufacture who allowed a security vulnerability to let hackers take control of the vehicles remotely, security will becoming essential once the IOT becomes a part of our daily lives. Unless companies manufacturing these smart “things” considers security a high priority, it probably won’t be examined closely until there are a couple of major breaches.

One of the problems is that the companies that are starting to manufacture smart devices simply don’t have the infrastructure in place to handle serious security concerns. They have tiny IT departments that aren’t qualified to maintain the high level of security protection these devices require.

However, there is also the problem of companies not yet even knowing what sort of security concerns there will be with the future IOT and what the security requirements are going to be, not to mention the technology which isn’t yet refined enough to provide that security. So, right now security is a real concern when it comes to the Internet of Things and right now, the future of that security is pretty nebulous.

The Internet of Things in 50 Years

It used to be that the only electronics that were networked together and able to communicate were computers – and they only were able to connect with each other over a wired connection. But now, not only do we have wireless internet everywhere, we also have the Internet of Things – the network of devices that make up our world, sharing information, gathering data and learning from us so that they can serve us better. But what will this network look like in 50 years? Where exactly is the Internet of Things going?

The Internet in 50 Years
In 50 years, some experts think that the internet itself is going to be completely different than what we are used to. In the future, there will be internet much farther advanced than our current technology and it will literally be everywhere. Rather than finding “hotspots” with internet, people will very likely have a unique login of some kind that is the same across all of their devices to access the wide array of internet spanning the globe. You’ll probably have to pay every month for access, but maybe not. After all, you can find Wi-Fi that is free to use in my places even right now.

The Communication in 50 Years
Most people don’t have any idea just how fast the internet will be in 50 years. Right now, data centers or “nodes” that provide internet service communicate with each other at lightning speeds at least 10 times faster than the average home download speed. That will change. In 50 years, we’ll be connecting to each other at speeds that will probably be 100X faster than what currently passes for internet speed at these data centers, and rather than having home internet and Wi-Fi speeds that are optimized for download, both the upload and the download will be mega-fast. Fast enough that you could stream or upload a huge HD movie in seconds.

The Network of “Things” in 50 Years
Finally, the Internet of Things will literally be everywhere. From the clothing that we wear to the appliances, electronics and furniture in our homes, everything will be connected to the internet, gathering data, learning how to improve and sharing information with each other. When you sit down on your couch, your entertainment system will come on. When you get sick or injured, your clothing will not only have your medical information – they will also be able to call 911. Everything will be networked and it truly will be an Internet of Things.