This interview is part of our new Blockchain In Advertising series, where we interview the world's leading thought leaders on the front lines of the intersections between blockchain and advertising.
In this interview we speak with Jon Gillham, CEO of AdBank Network, to understand how his company is using blockchain to transform the advertising business, and what the future of the industry holds.
1. What’s the story behind AdBank? Why and how did you begin?
JG: Adbank launched in 2017 and was a solution to an ad tech problem I was working on for several years before that. Ad fraud is something that any marketer or advertiser knows all too well and is the problem that we set out to solve with adbank: A fraud free advertising network that uses the transparency of blockchain to mitigate unnecessarily big payments to middlemen and AI to mitigate new forms of ad fraud.
2. Please describe your use case and how AdBank uses blockchain:
JG: Adbank uses blockchain to provide transparent and auditable payments from the advertiser through the ad tech ecosystem and to the publisher. In addition to this, there is BLADE, a Chrome extension that's built on the adbank protocol: it brings the consumer into the mix by rewarding them for their attention as well as paying publishers for displaying the ads.
3. What are examples of companies/customers who benefit from Adbank’s service? What has your company done for them?
JG: Advertisers see a huge benefit when using the adbank advertising network – with nearly no ad fraud and complete payment transparency.
End users of BLADE are finally getting rewarded for their attention when they see ads – and the ads respect their privacy because BLADE doesn't track or sell their data. And again, advertisers are seeing even better results when they advertise with BLADE because of the KYC verification of users. You can't get a KYC verified audience anywhere!
4. What other blockchain advertising use cases are you excited about?
JG: Protecting user privacy is a big one. There are some use cases out there that collect user data and allow advertisers to target with it – but don't go so far to allow advertisers to actually collect it and build user personas like we've been seeing. I think user privacy and all of the legislation that's coming with it is going to force some really big changes on the digital advertising world.
5. Where will AdBank be in 5 years?
JG: We don't expect it to be easy to disrupt an industry lead by Google and Facebook, but with more and more big brands like Procter & Gamble taking a stance against the old way of advertising, we know adbank is what's needed in the future of the digital advertising world. Combined with the increased focus on user privacy, we know the industry is headed for some big changes and we plan to be ahead of the curve when these changes happen.