The promoting expertise firm AdEx is getting ready to combine a novel zero-knowledge (ZK) answer into its upcoming platform – scheduled for launch within the second quarter of 2024 – per the most recent data shared with Finbold.
The brand new ZK-targeting ending strives to serve a twin objective by assuaging the problems and grievances plaguing fashionable promoting from each the shopper and enterprise viewpoints.
Whereas the web and the huge knowledge assortment talents it supplies have revolutionized advertising and marketing, no less than to the extent that Edward Bernays’ 1928 e-book did, additionally they introduced forth profound considerations about privateness and private knowledge safety.
In flip, the follow and related considerations have led to extra restrictive legal guidelines in the case of knowledge assortment and buyer profiling in a number of international locations internationally, which have led to much less exactly focused advertisements, which has, in flip, led to extra advert fatigue on the customers’ finish.
AdEx answer for privateness and compliance
AdEx’s answer to the problems of contemporary promoting comes within the type of leveraging zero-knowledge ideas – most evident on the earth of Web3 and cryptocurrencies – by using expertise that might acquire and analyze related knowledge regionally on customers’ gadgets.
This expertise ensures that the information stays non-public by making certain it stays solely on the customers’ gadgets below their full management and administration. This prevents data re-selling by and to 3rd events and eliminates the danger that the non-public particulars of people shall be compromised in safety breaches of centralized databases.
Because of native knowledge evaluation, it concurrently permits for the existence of focused advertisements with out using third-party cookies. It even permits customers to curate the forms of commercials they are going to be uncovered to.
Lastly, AdEx’s system presents participation rewards to customers by providing them ADX tokens in trade for viewing advertisements.
In accordance with the knowledge shared with Finbold, the brand new system will enable firms to stay compliant with present and anticipated future legal guidelines whereas concurrently reducing prices. It additionally goals to offer customers with better privateness and extra rewarding methods to work together and have interaction with adverts.