The digital advertising market draws an increasing supply of funds with every passing year, marking just under $300 billion in investment in 2018. Offline advertising might still be the dominant channel, but the status quo is undergoing a rapid transformation, as both offline and online advertising is expected to hit equivalent figures by the year 2020.

The most popular online advertising platforms, Google AdWords and Facebook Ads, are the primary revenue-generating streams for both of these giants, and advertisers have no choice but to make use of them.

In the current model, most publishers are indirectly monetizing their subscribers through the use of banner ads. This is inefficient because it relies on the subscriber seeing or clicking on the banner ad which leads to the advertiser’s website, who pays for the publisher’s participation. Another problem is that advertisers cannot gauge the quality of the subscriber base of a publisher.

On the user side, they are constantly bombarded by irrelevant ads. Then there’s the most frightening issue of all: as users, we’re giving online advertisers like Google all of our information, from our location to our likes and dislikes. That kind of data is highly weaponizable and, as we have seen in recent scandals, capable of influencing entire nations.

If nothing else, that is a compelling reason we should migrate to a technology that supports an individual’s right to privacy – and blockchain solutions like that of Kind Ads is one of those options.
This is where Kind Ads comes in – with the vision of creating a decentralized ad network that will reward publishers and advertisers more prominently, and be less intrusive and irritating for users.

Using their platform, site owners can get the right kind of advertisements for their websites and will not have to worry about getting paid by unreliable, cheating middlemen. In other words, gone are the days of net plus 30 or even 60 and lower margins. And on the other hand, advertisers won’t be bothered by obscene fees.

Kind Ads aims to establish a marketplace for the 4 stakeholders in digital advertising: users, publishers, advertisers and app providers. To foster relationships between these stakeholders, Kind Ads connects advertisers seeking users who are willing to offer their attention to worthwhile advertisements, with publishers who have direct access to these users.

Benefits of cutting the middlemen out of digital advertising

Internet Users:

Getting spammed is the biggest worry of Internet users. Kind Ads will show more relevant, safe ads through emails and push notifications.

Publishers:

Middlemen in digital advertising usually take months to transfer ad revenues, and the advertisements are usually in the form of banner ads, which reduce user experience. Kind Ads promises guaranteed timely payments along with user-friendly push notifications.

Advertisers:

Middlemen take a large portion of ad revenues. Advertisers can cut costs by selecting Kind Ads, which claims to be cheaper than the conventional channels and provides better ad channels.

It is also worth noting that Kind Ads aims to serve the 4th stakeholder, the app providers, by encouraging them to create ad-serving applications.

The Kind Ads Solution

Running on the idea that the stakeholders themselves can independently work together to create a better advertising space, Kind Ads has spent a year developing a fully decentralized platform that provides all of the necessary tools and services to help the ecosystem flourish.

One of the highlights of the project is the reputation system that they have created, which measures the quality of publishers and gives advertisers an indication of the potential value of a user base. Named the Kind Ads Score, it is calculated based on how effective past campaigns with these publishers have been, and with data from tools like Google Analytics. The higher the Kind Ads Score, the higher the quality of the subscriber base.

There are several ways for publishers to boost their score, which gives every publisher an honest method to make themselves a more attractive advertising option. There are plans to expand to this mobile applications in the future.

Kind Ads will also work as a marketplace to make it easier for advertisers to utilize several publishers’ user bases in the same campaign. Currently, connecting with user bases is done on an individual basis, with advertisers having to connect with each publisher separately.

Additionally, the transparent nature of blockchain will make the targeting of demographics by advertisers fully public

App providers also have an important role to play. The Kind Ads ecosystem can give app providers a chance to develop new and engaging ad formats, much more than just the standard display formats we are used to.

What Makes Kind Ads Different?

The use of blockchain in digital advertising is not a new idea. What then separates Kind Ads from projects like BAT?

Unlike BAT, KindAds is not attempting to compete with Google and Facebook.

Rather, Kind Ads would like to offer advertisers a way to leverage other formats and channels (e.g. push notifications and email marketing) which are not native to the aforementioned platforms. This gives advertisers an additional avenue for revenue generation, and it is reasonable to think that advertisers will jump at the chance to gain additional ROI. Kind Ads is simply a different format for advertisements.

Why is Kind Ads an attractive option? For advertisers, it cuts down prices; for publishers, it generates more revenue. Users too will receive more relevant ads and can choose to opt out of viewing advertisements. By doing so, the quality of the user base can remain high, leading to better leads and conversions, because those who are uninterested in those ads have opted out.

Furthermore, publishers will be paid on a daily basis, unlike with Adwords, where it can take months for funds to be disbursed.

The Team

The team behind the project are all experienced professionals. Saulo Madeiros is the CEO of Kind Ads and is the co-founder of NPBR International LTDA, which also operates in the digital marketing sector. The Kind Ads website claims that Medeiros’ company helps its clients spend over a $100,000,000 per year on marketing.

Rafael Mayrink is the COO of the Kind Ads project and is the director of operations for NPBR International LTDA. He is responsible for ensuring that everything is going according to the plan and the company has proper operational controls.

Jaime Sanchez is the CTO of the project and is probably the most experienced of the executive body. He has over 12 years of experience with Microsoft and has helped top companies in Latin America create scalable cloud architecture.

Along with these three, the project has a number of advisors. The most well-known advisor is Neil Patel. Patel’s support makes the project all the more legitimate, and Kind Ads was able to raise around $20 million in a private round.

Conclusion

Kind Ads is the first of its kind in the digital marketing industry. The company wants to remove the middleman from the whole process, in turn, reducing costs. Users of digital advertising will gladly accept the platform provided by Kind Ads as it resolves the issues of delayed payments and irrelevant ads. It all boils down to how the project is implemented and ironically, how they market it to the users.

Watch this video by the most well-known advisor Neil Patel to enlighten us more about kind Ads

For more information visit:
Kind Ads Website
Kind Ads Twitter
Kind Ads Telegram
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