With the Polkadot heterogeneous multi-chain architecture, the platform can realize the value interoperability of different advertising industry chains, make the database transparent, greatly improve the service development of blockchain advertising industry, and accelerate the serving efficiency of digital advertising.
"Jambo enables the advertising industry's service network to provide transparent, efficient and stable communication services for the industry. We are committed to helping users to participate in blockchain advertising applications, promoting implementation of high-traffic applications in the application ecosystem, gathering new potential development teams to build a large-traffic reference matrix in digital advertising, and affecting the traffic circle of multiple industries and communities, thus enabling more people to enjoy the development dividends of high-traffic applications.
The blockchain network has been increasingly hierarchized and specialized. The basic public chain network is responsible for consensus security and the cross-chain of data assets, while the second layer network and sidechains are developed towards specific application areas. Jambo builds an open technology platform through the Substrate framework and access slots, and maintains numerous customizable functions and modules for projects developers. Jambo provides basic technical services and opens the underlying technical network services, which have become a general option for developers in the service design and system development process.
We use Substrate to build our own application chain. Polkadot plus Substrate can meet all the five basic requirements. Modular functions are the biggest highlight of Substrate. As long as you use Substrate to develop a blockchain, you will enjoy the loosely coupled modules. The following figure shows the division of modules by Substrate."
"In the global Internet advertising market worth trillions of U.S. dollars, marketing budgets are mainly grasped by major media such as search engines and social media. Due to the lack of trust between stakeholders in the industry chain, non-value parts such as advertisement verification, data monitoring, and advertisement blocking have appeared. The high trust cost has led to the transfer of interests of all parties, causing a high user acquisition cost for advertisers on the one hand, and a lack of competitiveness for small-and-medium-sized media firms to compete with giant monopolies on the other hand. What's worse, users are disturbed and irritated by annoying advertisements. The simplest form of digital advertising is to deliver marketing information and content to consumers through the Internet, mobile applications and other connected devices. However, this process has become extremely complicated on Internet trading platforms.
1.2.1 Traffic Fraud Seduced by high profits, traffic fraud is serious in the mobile advertising market. Risky equipment such as device farms (such as phone farms) and virtual machines have wasted advertising resources for a long time, affecting the advertising effectiveness. According to statistics of More Than Data, abnormal clicks accounted for more than 65% of the industry aggregate in Q1 2017, and numerous device farms have sprung up since Q4 2016.
1.2.2 Data Silo Data is the foundation of the digital advertising ecosystem. Obtaining and using correct and valid data enable companies a clear competitive edge over their rivals in terms of measurement and target location. However, companies, large and small, are fighting their battles separately, forminglarge and small silos in the vast data ocean. This situation can do great harm by hindering advertisers from acquiring valid consumer data and breaking the data chain that is key for effective advertising.
1.2.3 Advertising Harassment In the centralized mobile advertising industry, users, as the ultimate recipients of mobile advertising, can only passively accept advertisements in most cases. Deeply harassed by spam advertisements, their personal information security cannot be guaranteed. To block advertisements, users have to either pay a fee or use third-party ad blocker, which increase the possibility of personal privacy leaks and security risks.
1.2.4 Extra Costs Caused by Agents In the process of mobile advertising, endless agents such as DSP, ADX, SSP and DMP have increased the advertising transaction cost. Moreover, the billing period of each agent causes a weak position for developers. Sometimes, upstream advertisers can delay payments developers for more than two months, squeezing the liquidity of small-and-medium-sized developers.
1.2.5 Damaged Interests of Multiple Parties The above-mentioned false traffic and fraudulence have made the media dishonest, directly leading to a decline in media buying. In 2016, Unilever invested $818 million in digital advertising in the U.S., but spent 17% less in H1 2017, partly due to concerns about transparency and lack of measurement tools. In addition, traffic giants such as Google and Facebook have basically monopolized the information market and dominated more than 85% of new market shares every year. The Matthew effect of ""the strong get stronger and the weak weaker"" will apply to the numerous dispersed media companies. Once contract disputes occur, the rights and interests of small and medium traffic users cannot be protected. The user experience of Internet services is seriously affected as users are frequently interrupted by advertisements that pop up suddenly, which is one of the reasons why information flow and native ads have become increasingly popular. So far, user traffic has not brought absolute benefits to users. Therefore, more and more users choose to use ad blocking technology to block ad content. PageFair Adblock report 2017 indicated that, by December 2016, ad-blocking software were used on more than 600 million devices worldwide, 62% of which were mobile devices. These ""blocked"" ads not only harm the user experience, but also greatly weaken the effect of the ads."
Co-Founder Jco Leung
CTO Rowan Wood
COO MaIte Kunert
CMO Artem Vasilyev