Jul 17th, 2018, DATA Co-founder Franklin Song participated in BUIDL: State of Blockchain in Advertising and discussed the application of blockchain technology in the advertising industry for programmatic buying, identity management, transparency, fraud prevention and campaign management in New York.

Franklin Song and the Senior Director at LAB Tech Lab, Shailley Singh

To build the industry standard for digital advertising, the IAB (Interactive Advertising Bureau) was created to govern the industry’s standard fraud reporting by creating the blacklist and whitelist of malicious nodes. Despite their good intentions and tremendous effort they have been put in to serve the industry, these centralized reports are facing enormous challenges: data integrity, transparency, real-time precision, and monopoly of data.

The IAB Tech Lab is built on the core concepts of producing protocols and advancing tools that help companies implement global industry technical standards. Combined with the development of an IAB Standards Certification program, the IAB Tech Lab’s goal is to reduce friction associated with the digital advertising and marketing supply chains. Member companies include not only Google, Amazon, Twitter, Adobe, but also our partnership company like Kochava.

At present, the blockchain working group in the IAB Tech Lab is working on developing education for blockchain technology and its use in advertising. The members will work on setting priorities for the business use cases, required technology standards, and optimal practices. The DATA project’s most innovative edge is to proactively identify the fraudulence based on the pattern or behavior analysis via our proprietary AI algorithm, prior to the fraudulent user data being injected into the entire network. We will discuss with IAB and explore potential applicable scenarios to utilize DATA’s anti-fraud solution to support the development of blockchain for the IAB.