Digital Advertising Disruption Long Overdue

The internet has gone from relative obscurity to becoming the most powerful tools the world has ever seen and with it created several new industries. One of those industries is online advertising and digital marketing which accounts for billions of dollars a year and is the cornerstone of tech empires Google and Facebook.

Titans of the ad-ternet

These two companies have become a relative duopoly when it comes to content discovery on the internet and literally billions of consumers use these 2 sites as their gateway to the internet. For any company looking to gain the online exposure, you'll need to grovel at the feet of either Facebook & Google which normally means throw as much money as them and hopefully, they'll open up their hands and sprinkle some traffic your way.

This overreliance on Google & Facebook has to lead to an almost symbiotic relationship and online businesses are so dependant on them they cannot see any alternative. These relationships are encouraged and have become hugely profitable for these companies and is the reason Google is valued at 762 Billion dollars while Facebook sits at 528 Billion Dollars according to CNN.

While they may be experimenting in new areas like AI, self-driving vehicles and all sorts of cutting-edge tech its all funded by their advertising model revenue which keeps growing year on year. These companies have a brazen stance on many aspects of tech and information which is the attitude of a company that feels its almost too big to fail and to be honest that is not good for the internet as a whole.

Disruption is needed

Having an overreliance on these companies means they decide on how we use the internet, the way we monetize content, interact with one another and of course how much money we spend or earn on the online. This kind of power means innovation is put second best to stock prices and profitablity is put ahead of the greater good. Which may grow their businesses but at the expensive of throttling the rest of the undervalued online economy.

Time to be Kind and kinda different

Kind ads is the typical story of an underdog looking to stand up for their beliefs in how the internet ad industry should be run and is looking to take a stand with an alternative solution that hits at the heart of several painpoints the current online ad industry is facing.

Kind Ads is a decentralized ad platform. The Kind Ads Protocol is at the centre of this platform, allowing publishers to be scored and ranked based on how trusted they are. Kind Ads looks to facilitate a direct relationship that will mean more cost-effective advertising that is catered to the end-users who are genuinely interested in the product.

*An introduction to Kind Ads*

How is decentralised ads superior to centralised ads?

Decentralised ads effectively cuts out the middle man and allow advertisers more control over where they advertiser to whom they advertise to and how much they spend on advertising making it easier to expirement, adjust and refine and reach the CAC (customer acquisition cost) you're looking for!

For the publisher

• Less intrusive ads
• Instant payment
• Targetted messaging
• Improved conversion rates

For the advertiser

• Targetted messaging
• Improved conversion rates
• More control over reach and spend

How will you get paid by Kind Ads?

The Kind Ads platform will run on KIND tokens. Companies wishing to advertise on the platform can pay with KIND for marketing services rendered, while users and publishers can earn them.

Does it have the muscle to take on these giants?

While I do believe in the premise behind what Kind Ads is built on and I do think it offers a superior product to many 3rd party advertising platforms out there and something publishers can use to augment their current ad servings with but not rely on totally. Kind Ads will need to compete with 3rd party platforms like Criteo and Moneytiser for market share and build up a reputation as a trustworthy and value generating a platform for both publishers and advertisers which is no easy feat but isn't impossible.

In the next 5 - 10 years as blockchain becomes more accessable I could see Kind Ads become a market leader in certain aspects of online adveritising and inspire a new generation of ad networks and websites along with it

Do I think it will be a Google or Facebook killer? Not a chance those two will let it happen but a half a percent off their market share is more than enough to call yourself a succesful company.

For more information on Kind Ads

• Website
• Whitepaper

This post created for Original Works Writing Contest