Blockchain Revolutionizes Digital Advertising: A Paradigm Shift with Caution

With the growing adoption of blockchain technology, its incorporation into digital advertising has become increasingly evident. However, experts caution about潜在风险, emphasizing the need for careful consideration before implementing blockchain solutions in advertising.

Blockchain in Digital Advertising: A Growing Trend with Potential Risks

The integration of blockchain technology into the digital advertising industry is on the rise, presenting both opportunities and challenges. While some experts foresee significant benefits, others caution against potential risks.

Telegram's Revenue Sharing Model

In March 2023, the popular messaging application Telegram announced a groundbreaking revenue-sharing model for its advertising platform. Under this model, 50% of the advertising revenue generated on the platform will be distributed to channel owners who opt into the advertising network.

Telegram users will receive their share of the revenue in the form of the platform's native utility token. Advertisers, on the other hand, will transact with the token to place their advertisements on Telegram.

Telegram claims that its advertising currently generates 1 trillion impressions per month, with only 10% of that bringing in monetary value. By sharing ad revenue with users, Telegram aims to incentivize them to become more active and play a vital role in the ecosystem.

Similar Models and Concerns

Prior to Telegram's announcement, Twitter, under the leadership of Elon Musk, implemented a revenue-sharing model for its platform. However, Twitter remunerates its users in USD, a widely accepted currency.

"Watch-to-earn" platforms are another emerging trend in the digital advertising landscape. These platforms reward users with tokens for viewing, interacting with, or playing games on their platforms.

Despite the growing popularity of these advertising models, which combine social elements with blockchain technology, concerns have been raised regarding their sustainability.

Sustainability and Token Value

To remain viable in the long term, these platforms rely heavily on the creation and maintenance of value for their reward tokens. Without a solid foundation, they risk becoming unsustainable and ultimately failing.

Expert Perspective

Phan Duc Trung, Vice President of the Vietnam Blockchain Association, acknowledges the potential advantages of Telegram's approach, given its large community, but emphasizes the risks associated with token-based online advertising.

"The use of tokens in online advertising transactions does not offer any significant benefits and poses potential risks," Trung explains. "Token prices fluctuate constantly, leading to exchange rate instability. Moreover, many countries have not legalized or outright prohibit transactions using digital assets."

Fiat Currency as an Alternative

Regarding revenue-sharing models that reward users with points, Trung expresses his belief that token-based systems offer no tangible advantage.

"These advertising models can be implemented using fiat currencies without the need for blockchain technology," he asserts. "Introducing blockchain when it is not necessary may only increase costs without adding value."

Blockchain's True Value

Trung emphasizes that blockchain technology shines brightest when applied to platforms operating across borders. Domestic advertising networks, media companies, and publishers should carefully consider the potential risks and benefits before embracing blockchain for their digital advertising operations.

Conclusion

While blockchain integration into digital advertising presents promising opportunities, it is crucial to acknowledge the potential risks associated with token-based models. Long-term viability hinges on the ability to create and maintain value for the reward tokens. By carefully considering the pros and cons, platforms and users alike can navigate this evolving landscape responsibly.