UBEX - THE FUTURE OF ADVERTISING

Agustus 28, 2018

HALLO ALL, meet again with me who is always up to date with the cypto currency. I'm here to discuss a platform that can help us professionally in a project for advertising that is Ubex's global and decentralized advertisement exchange program.

What is Ubex - Ubex is a global decentralized advertising exchange, operating fully on the basis of neural networks with the use of blockchain and smart contracts. Ubex allows passage from the traditional pay per click scheme to the model of payment for targeted actions, the most fair and interesting model for advertisers. At the heart of Ubex’s advertising purchasing algorithms, lie neural networks that process information about each visitor to the member networks’ websites. The neural networks evaluate the interests of users, calculate the likelihood of targeted actions for all advertiser offers, and choose the most suitable advertisement. Thanks to this, member network website visitors see only those ads that are maximally confined to their interests, and which would convince them to fulfill the target action with maximum probability. Thus, Ubex maximizes the targeting of advertising and the economic efficiency for advertisers.

Problem and Solution :

Publishers are not getting enough revenue from their advertising slots because of a suboptimal sales system. There are several barriers that prevent publishers from maximizing revenue and contributing more funds in the growth of user engagement:

Low efficiency of purchasing algorithms

Suboptimal loads of advertising slots Even in the case of a high volume of high-quality user traffic, whose profile is ideal for certain advertisers, according to both socio-demographic parameters and interests, publishers may experience problems with loading ad slots. Such “gaps” in the effectiveness of current sites, allocated for the purchase and sale of advertising, arise because of the imperfect nature of algorithms designed for distributing offers among publishers’ advertising slots.

Inefficient targeting

Low number of targeted actions Due to the imperfections of the targeting algorithms available on the market, with some rare exceptions, advertisers are forced to adhere to the proverbial strategy of “shooting sparrows from cannons”, trying to reach their target audience with a certain margin to spare. In addition to the irrational use of advertising budgets, the reverse side of this approach is the immense amount of irrelevant advertising on publishers’ websites, which means that each ad slot attracts a relatively small number of targeted actions. In turn, the less targeted the ad slot attracts, the lower the publisher’s revenue via the COST PER ACTION payment model.Lack of transparency on the part of advertisers

Problems of non-payment of advertising costs Three key risks exist for publishers when working on the basis of the COST PER ACTION model: (a) Shaving is the concealment, by the advertiser, of the fact of fulfillment of a targeted action by a user, attracted by advertising to the publisher’s website. (b) Failure to pay for advertising for verified targeted actions by both parties leads to court lawsuits on debt collection, which in itself is an expensive and laborious process for the publisher. (c) Late payment of advertising is more common than failure of payment in principle, but also detrimental to the financial performance of the publisher (increase in the volume of illiquid accounts receivable in assets to the detriment of additional working capital). The solution to the problem of shaving risks, non-payment for services or delays in payments for advertising by advertisers is achieved in Ubex through the application of three mechanisms based on blockchain technology: (i) Tracking. When connecting to the Ubex advertising exchange, advertisers and publishers install tracking services. It is possible to track user behavior at all stages of the conversion funnel with the help of such tracking services. (ii) The rating mechanism. A multi-level system of rating of counterparties on the Ubex advertising exchange takes into account all the transactions that system participants had ever concluded, the volume of these transactions, the timeliness of payments, as well as all complaints, claims and reviews following the results of fulfilled or canceled transactions. (iii) Escrow / factoring. Ubex solves the problem of late payments through the use of a crypto-financial platform allowing instant payments and verification of smart contracts on the one hand and keeping advertisers’ budgets in escrow on the other.