Icon credit: Yoshi

The internet is full of content and video content is growing faster than ever. We’ve all seen viral videos, they’re everywhere from social media to news outlets and they’re becoming more mainstream every day. We’d all like to believe we only see and watch the content that we want to, but do we really?

Even if you search for a video the top results which come up have been put there intentionally by a platform’s algorithm. Most people usually stick to the first page of results, we watch the videos with the most views and the most likes. After all, these must be the closest match to our search and the most trustworthy videos, right?

Unfortunately, that’s not necessarily true. In the world of video, views are money. The Content Creator is just one party who has an interest in creating more views. They need more views in order for their channel to grow, the more views they receive the more revenue they should make, which in turn helps them to make a living and funds more content.

Advertisers will pay higher rates for popular content with engaged viewers. So it’s within the platform’s interest to make sure content with high numbers of views are ranked higher so they get seen even more.

So if content needs views in order to be seen more, this begs the question how does it get those first views needed to kickstart its tour of the internet? The start of the journey isn’t always as innocent as you may think. It’s becoming increasingly cheap and easy to buy fake views, whether that’s from bots or from view farms, it’s a cost-effective way to jump-start content views and is often how content such as fake news gets so popular. This is causing an industry-wide problem for everyone involved.

Fake views impact what we see on the internet, even when we search. We tend to watch the content that’s presented to us first as we assume it’s the closest match to what we want, however, the hundreds of thousands of views you see on videos could very well have been bought. The content that you really wanted to watch is somewhere lower down the list because its views, and ultimately its revenue, isn’t as high.

Verasity’s patent-pending Proof-of-View (PoV)™ will eliminate fake views. PoV™ is enabled through blockchain technology in order to provide true and accurate audience metrics. Accurate, secure and auditable audience metrics are essential not only for the Content Creators, Advertisers and Brands but for the Viewers too.

Any type of content can be accurately valued and each view can be verified. As POV™ is stored on the Verasity Blockchain it is tamper proof. It’s time to stamp out fake views for good.

Without fake views, we can make sure that higher quality content is produced because it can be monetized fairly. It’s also easier for Viewers to discover better content, faster because they see recommended content that the community has really watched. Every view, like, comment and share will make a real difference to a channel.

Creators can enjoy a level playing field without the fear of being outranked or targeted by someone who isn’t playing fair. Their content will be ranked by the community and because the true value of their content can be established, they can monetize their content far more effectively.

Advertisers and brands know that they’re getting engaged views because Viewers opt-in to watching ads. The advertising industry is powered by metrics most of which come from expensive third-party options which have no transparency and no guarantee of accuracy. POV™ provides metrics that are real and accurate so there’s no more need for middlemen. In turn, this means that more money can go directly to the Creators and the Viewers.

Verasity’s POV™ technology means we can ensure a fair and direct commercial relationship between Content Creators, Advertisers, Brands and Viewers, exactly as it should be.

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