Ubex: Programmatic advertising made easy with the blockchain and the neural network

Online ads are a major and rapidly growing industry, increasingly seen as indispensable for businesses trying to compete in the modern world. But they are also very expensive and force a reliance on possibly unreliable third-party agencies, while being haphazardly effective at best. At worst, annoying ads can actively drive away their target audience instead of attracting it. For website owners, ads are a major source of revenue, but this is usually seen as a necessary evil. Not only are ads obnoxious to their visitors, but there is also no guarantee that they will be successful enough to justify their presence, due to both inefficiency and fraud.

https://www.ubex.com/

Algorithms and data mining techniques have been harnessed to make online advertising more efficient. One possibility they gave rise to is programmatic advertising, in which ad slots on websites are filled up instantaneously upon a user's visit by using algorithms that pick between a large number of ads from different sources and select ones that are deemed most likely to appeal to the visitor based on all available data. The programmatic segment of the online ad market has seen quick expansion in the recent years, but it has its own problems, such as even higher than usual levels of fraud on both sides.

Ubex offers a two-part solution. Firstly, in the place of the more primitive algorithms currently used in programmatic advertising it puts forward a complex neural network capable of learning and improving on its own. Secondly, it proposes reducing fraud, cutting out the marketing middleman and streamlining the process further by moving all the necessary transactions to a blockchain.

How will Ubex help you win with ads?

Ubex's advertising exchange platform will be accessible on the company's website through PC or mobile apps, with different versions aimed at publishers (the owners of online ad slots) and advertisers (companies that wish to advertise their product). Anyone who owns a website that attracts a sufficient level of traffic can apply to become a publisher. Once the application is accepted, they would be able to register their slots, setting any restrictions on topics, advertisers and specific widgets and optionally specifying additional data such as their location and audience interests. Advertisers could create an advertising campaign by making an offer with specific terms, rules and widgets (whether selecting one from a list or uploading their own, from banners to JavaScripts). Instead of a pay-per-click model, Ubex will support paying for specific targeted actions on the part of users (such as registering, filling in forms or purchasing products). The advertiser will be able to decide what actions to pay for, as well as whether they want to pay a fixed amount or a percentage of sales. All payments to publishers will be made in UBEX tokens, which the advertiser will allocate to a smart contract-enabled escrow. Ad slot offers and campaigns will then be matched to each other through algorithms, with specific payments triggered by actions.

Both advertisers and publishers could install traffic tracking services when connecting to the system (it is not necessary, but refusing to do so will mean that they will not be prioritised by the algorithm). This is both an anti-fraud and a data-gathering measure. Fraud will also be deterred by means of an algorithmic rating system based on such factors as the quantity and volume of transactions and any complaints or reviews. Higher-rated users will both be higher priority and have access to additional options, including a vast amount of useful data and deferred payments made through a third-party factoring service (though access to this option will be permanently revoked in case of delayed payments).

https://www.ubex.com/

All the data put in by advertisers and publishers, as well as that gathered from trackers and other sources, is stored on the blockchain. Model data, meanwhile, will be stored off-chain. Both of those will be tapped by DSPs (Demand Side Platforms) that are themselves miniature neural networks and together form the Ubex platform's ADAM (Advanced Decentralized Advertising Marketing) core. Those DSPs will work together to instantaneously and automatically select and execute ad campaigns out of a list of appropriate candidates on the platform, basing their decision on multiple factors such as target audience overlap and likelihood of required actions being executed. In addition to learning from tracker data gathered in the process, the neural network will also be fed big data from publisher sites that provide additional data. Their owners will be rewarded with a number of tokens proportionate to the amount of data they provide.

What advantages does Ubex have to offer?

While complex on its software side, Ubex should be fairly easy to use for both advertisers and publishers. The former will be able to replace large marketing teams or third-party agencies with a single website, considerably reducing their overhead. The latter will be rid of many of the more obnoxious yet ineffective clickbait ads, while also being able to earn UBEX by selling data. High-rated publishers would also receive access to revenue forecasts for different ad spots, which should be very useful for refining their business models. Both sides would win from greater trust and reliability, as well as heightened efficiency of constantly self-improving programmatic advertising. The browsing experience of Internet users should improve without them having to do anything, and that in turn would help draw them towards the new, more sophisticated advertising.

A neural network solution seems uniquely suited to the needs of programmatic advertising, with its ability to effectively use a large amount of constantly changing data to implement specific decisions. Similarly, blockchain technology is particularly suitable for reining in fraud and increasing transparency and reliability in this market. The Ubex team has a fair amount of experience in marketing and significant support (including partners) within the cryptoindustry. It already has a ready prototype of its product, which is currently undergoing alpha testing.

Token sale details

There will be no pre-sale or private sale.

An AI-centric model for digital ads

Neural networks may well be on their way in as the new industry standard in advertising. Neither human experts nor ordinary algorithms can compete with their ability to grapple with the vast amounts of data involved and adapt to changing conditions in the field. Ubex is far from the only company to realise this, but it may be the one that will make the best use of this bleeding edge technology.

The programmatic market is relatively new, and certainly offers it a lot of room to grow. Provided that its innovative model gains enough adherents from both sides of the market, Ubex should be able to secure the necessary amount of initial support. While ICOs are dependent on initial support, machine learning projects such as neural networks are dependent on a constant stream of big data that they need to grow and flourish. Ubex has taken steps to provide this, though it is hard to say ahead of time how successful they will be. If it does well enough at the start, though, its effectiveness should only increase with time, making it a true contender on its target market.

Links:

Website: https://www.ubex.com/
WhitePaper: https://www.ubex.com/wp/Ubex-Whitepaper-en.pdf?2918
Telegram: https://t.me/UbexAI
Facebook: https://www.facebook.com/UbexAl/
Twitter: https://twitter.com/ubex_ai/
Medium: https://medium.com/ubex/
ANN: https://bitcointalk.org/index.php?topic=3393244
Author: https://bitcointalk.org/index.php?action=profile;u=980049

Disclaimer
This review by Bonanza Kreep is all opinion and analysis, not investment advice.