Uber, Lyft May Yet Save Year From Worst IPO Start Since 2016

Uber will likely be following its smaller rival, Lyft Inc., whose IPO could this month or next. Lyft is seeking to be valued at $20 billion to $25 billion, …

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Elon Musk Reveals Tesla Model Y Crossover to Start at $39000

Tesla Inc. Chief Executive Officer Elon Musk unveiled a cheaper electric crossover SUV, the Model Y, in a bid to regain momentum after a rough start …

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Elon Musk Reveals Tesla Model Y Crossover; to Start at $39000

Tesla Inc.’s Elon Musk revealed the Model Y, a cheaper electric crossover SUV the chief executive officer said will be available from the spring of 2021 …

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Advertising Accountability with Blockchain

Using blockchain, businesses will be able to clearly state obligations that must be met for payments to be made, and a smart contract will enforce it.
Direct to Consumer Digital Marketing

Platforms like Google and Facebook have come under fire recently for consumer-data distribution issues. Because such platforms make a lot of revenue off advertising, they collect consumer data to better target the right target audience. Unfortunately, this could feel like a violation of privacy for many users who would rather have more control over how their data is collected and what it is used for.

Usually, enterprises that run digital ads on larger platforms like Google and Facebook have to pay for this service. Blockchain gives them a way out. Since the information stored on blockchain networks are secured using various encryptions that can only be decrypted using the owner’s private keys, users retain control over their data. As a result, the services of middlemen will no longer be needed in the advertising data collection process. These blockchain platforms create a direct connection between consumers and enterprises.

Companies can also use blockchain to show people who their data is being sold to since the information cannot be deleted or manipulated. This will make consumers feel at ease without having to constantly worry about their data.

Provision of Efficient Cross-Promotional B2B Contracts

Smart contracts are lines of written code in the form of distributed apps on a blockchain network. They are created to set up a binding agreement between parties based on their conditions. The conditions can be external events, like a price point, set of obligations or time limit with an expiration date. Since blockchain transactions can easily be verified, smart contracts cannot be forged and all involved parties can follow up the transaction.

These contracts can be used in any system from voting to app subscription and digital marketing. They help advertisers bypass lawyers and other middlemen by conducting the process of exchanging money, shares or any valuable assets. These contracts are created with conditions that are self-executed in a transparent and conflict-free way.

Influencer marketing is popular among brands but there is currently no regulatory third party to determine how terms are created and followed or even how payments are made. Using blockchain, businesses will be able to clearly state obligations that must be met for payments to be made, and a smart contract will enforce it.

This will make B2B cross-promotional marketing more efficient since several contracts change hands between marketers, writers, bloggers and even social media influencers daily. Ultimately, businesses will protect themselves and save money and time in the event of a contract breach.

Transparency in Contracts and With Consumers

There are lot of cases in which advertising lacks transparency, such as platforms that show advertisers false metrics. For example, a platform could claim to gain millions of impressions on each ad they put out. Normally, there would be no good way to verify this information and find out the truth.

This presents an easy way for platforms to defraud enterprises through false advertisement. However, since a blockchain records such data in a way that cannot be tampered with, it can easily be verified.

However, like many other industries, digital advertisement is due for a technological reform that will make it more efficient for all relevant stakeholders. Blockchain not only can make the advertising process easier, but also faster, more secure and transparent. As this emerging technology continues to develop, there will gradually be more stable versions of it that may become more valuable to advertisers.

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This Exchange Has Five Stocks and Very Few Investors. That’s About to Change

In a colonial building in Myanmar’s largest city, a large screen showed stock prices for a handful of companies. Four people, perhaps tourists, perhaps …

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