Ethereum-Based MadNetwork Aims to Clean Up Advertising’s ‘Programmatic Cesspool’

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Ethereum-Essentially based exclusively MadNetwork Objectives to Orderly Up Marketing and marketing’s ‘Programmatic Cesspool’

There’s a shaggy dog story on this planet of digital promoting: What number of corporations does it take to position an advert on an net arrangement? 


Genuinely, there might also be as many as 15 intermediaries taking portion in this opaque direction of, sponging up spherical 30% of the marketing spend. To repair this broken scheme, the following technology of adtech experts are yet again pinning their hopes on blockchain technology. 

Announced Thursday, MadNetwork, a permissioned layer working on high of Ethereum while the utilization of the general public blockchain itself as its immutable scheme of report, emerges from stealth with a testnet coming next month. 

Adtech provider MadHive and promoting enterprise consortium AdLedger had previously piloted a complete scheme of data sharing and accounting on Ethereum, however over the final couple of years they made up our minds a Layer 2 come became wished in command in self assurance to scale.

Blockchain is typically outdated skool to lend a hand automate manual or paper-based exclusively mostly processes, however within the case of promoting, it’s the scheme of automation itself that’s the wretchedness. The first iteration of all of a sudden-erected programmatic net promoting – a mish-mash of servers and accounting platforms – has led to a unlit field riddled with prices and inconsistencies.

‘Programmatic cesspool’

The time is good for blockchain transparency to diminish throughout the Gordian Knot of programmatic promoting, specifically as dilapidated broadcast tv makes the transition to the enviornment of linked devices, acknowledged MadNetwork challenge lead Adam Helfgott.

“An NBC or a Fox can’t in actual fact afford to lose 30% of their tv media income into this fancy programmatic cesspool,” acknowledged Helfgott. “These legacy media corporations are outdated skool to having a in actual fact dapper transaction, and now no longer all this unlit-boxy programmatic stuff within the center.”

The AdLedger blockchain consortium, of which MadHive is a member, involves some heavyweight media gamers corresponding to Viacom, Publicis Media, Hearst Television, IPG Mediabrands, Hershey and as well IBM. (Relief in 2018, AdLedger did a pilot with IBM, which committed some promoting budget to a tool working on Huge Blue’s preferred blockchain, Hyperledger Cloth.)

As effectively as clarifying where middleman programs impinge, MadNetwork’s blockchain also helps present insights into the programmatic provide chain within the technology of oncoming data privacy regulation, acknowledged Christiana Cacciapuoti, AdLedger’s govt director.

“We’re seeing a better ask of for insights into which data is going to which gamers and from which consumers, and who obtained that consent and the scheme it’s being passed spherical,” acknowledged Cacciapuoti. “Lawful as that [blockchain-based] scheme of accounting can track the transfer of bucks and the enterprise-final result attitude, it will also moreover track data transfer and take account of privacy angles.”

Touchpoint of truth

The revamped Layer 2 solution on Ethereum makes use of the general public mainnet as a “touchpoint of truth,” acknowledged Helfgott, likening it to the Baseline Protocol built by John Wolpert of ConsenSys and Paul Brody of EY. The deployment of nodes is handled by “nodes as a provider” provider Blockdaemon, a shut accomplice of MadHive, Helfgott added. 

When it comes to the roadmap, Cacciapuoti acknowledged: “We’re having a admire at spherical Sept. 1 for publicly launching our testnet, and then mainnet in Q4.”

Within the now no longer too a ways away future, it’s inevitable that nearly all of us will be observing TV by strategy of IP-delivered video, acknowledged Helfgott. 

“Unless a firm fancy MadHive and MadNetwork steps in, it’s inevitable that we’ll bustle over the mobile media infrastructure that exists right now time, that Google extra or less owns,” he acknowledged. “Adtech paid for the salvage to be built out by Google, and now we extra or less glimpse adtech paying for blockchain to be built out at scale.”


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