At Aqilliz, blockchain is used to ensure three core features across all of our solutions: transparency, traceability, and immutability. These all correspond to existing pain points in the AdTech and MarTech ecosystems.
From a user perspective, we’re able to ensure that all data is appropriately treated — anonymized, hashed, and aggregated — to ensure that it cannot be reverse-engineered to reveal individual data points. We are able to preserve and protect privacy in accordance with local data protection laws where our clients are based. This means that users can still benefit from adequately personalized marketing messages and brands can still maximize their spend to ensure that they’re reaching out to the right audiences at the right time.
Alongside data privacy compliance, one other area that we’re looking at is real-time campaign optimization. With the number of middlemen involved in today’s opaque digital campaign supply chain, it’s difficult to optimize campaign metrics in real-time. Both time- and cost-efficiencies are lost due to the amount of data that needs to be ingested and later reconciled. Our blockchain-powered in-flight campaign optimization solution was designed to add transparency and accountability to the programmatic supply chain while providing real-time visibility. Smart contracts allow for in-built content authentication through pre-encoded requirements such as viewability thresholds and automate settlements to ensure that only verifiably fraud-free and brand-safe ads are paid for, making the potential savings in advertising dollars a huge benefit when budgets are tight.