The recent Cambridge Analytica scandal brought global attention to personal privacy. It also highlighted a problem in the relationship between advertisers, publishers and users.

Publishers and advertisers rely on their audience’s attention for success. But instead of having a user’s best interests at heart they focus on each other. It’s not their fault, just a limitation of fixed monetization models.

The disconnect between these three parties means everyone loses out. Publishers are finding it harder to monetize their content. Advertisers are being duped by bots that generate fake ad impressions. And viewers feel that an increasing large amount of their data is being shared and monetized.

In fact, internet users have become increasingly aware of their virtual identities and their value. It’s no wonder when we’re hearing about data breaches on a regular basis. The fear stems from users not having control over their own data. Users have little say in what personal data is collected and they’re now being cautious about what information they provide. Or they push the nuclear button and simply turn off cookies or use adblockers. Neglecting these concerns has led to a distrust of digital advertising. This distrust hurts the chances of advertisers getting accurate information which costs them millions in potential revenue.

Digital advertising is everywhere in modern life. But the digital advertising industry needs to rethink its relationship with users. There is a way to improve the industry across the board. Bring the audience back into the equation and give them their power back. Users should be the ones to decide what information they share, and the information they don’t. Allowing users to choose what data they share will lead to better results for advertisers. This involves giving users greater control and ownership over their personal data.

By compensating users for their information — not only are users rewarded but they’re happier to accept targeted advertising. Publishers and advertisers are then dealing with people who have control over their time and data. Advertisers then have access to a pool of accurate information from active participants rather than passive receivers. You’re empowering people to make the right choices for them. It’s only been since the advent of blockchain technology that we can now reimagine the way users and advertisers interact with each other.

Verasity is a suite of blockchain enhanced video platform technologies designed to supercharge the online video ecosystem by enabling a direct and transparent relationship between viewers, content creators and advertisers.

On existing video platforms, publishers rely on advertisers for revenue. And advertisers rely on large volumes of ad impressions to pay publishers. Verasity enables creators and publishers to monetize their videos with a variety of options. Users can opt-in to watch ads and receive tokens for use in the Verasity ecosystem (i.e. to pay for donations, unlock videos, and paid recurring subscriptions).

Verasity’s patent-pending Proof-of-View (PoV™) technology ensures that all advertising impressions in the ecosystem are authentic. The viewers who opt-in to advertising on Verasity are willing participants. It’s also far more likely that the user information they provide will be real and actual high-quality information.

This is an example of a new model of digital advertising that’s not only forward thinking but mutually beneficial. In this model users, publishers and advertisers are all getting a better deal. Rather than being passive, each party is an active participant — creating accurate and authentic data for the benefit of everyone.

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