區塊鏈徹底改變了數位廣告：謹慎的典範轉移

隨著區塊鏈技術的日益普及，其與數位廣告的結合變得越來越明顯。然而，專家們對潛在風險提出了警告，強調在廣告中實施區塊鏈解決方案之前需要仔細考慮。

Blockchain in Digital Advertising: A Growing Trend with Potential Risks

數位廣告中的區塊鏈：具有潛在風險的成長趨勢

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.

區塊鏈技術與數位廣告產業的融合正在興起，機會與挑戰並存。雖然有些專家預見了巨大的好處，但有些專家則警告潛在風險。

Telegram's Revenue Sharing Model

Telegram 的收益分享模式

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.

2023 年 3 月，流行的訊息應用程式 Telegram 宣佈為其廣告平台推出突破性的收入分享模式。在這種模式下，平台上產生的廣告收入的50%將分配給選擇加入廣告網路的管道擁有者。

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 用戶將以平台原生實用代幣的形式獲得他們的收入份額。另一方面，廣告商將使用代幣進行交易，將他們的廣告投放到 Telegram 上。

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.

Telegram 聲稱，其廣告目前每月產生 1 兆次曝光次數，其中只有 10% 帶來了金錢價值。透過與用戶分享廣告收入，Telegram 旨在激勵他們變得更加活躍，並在生態系統中發揮至關重要的作用。

Similar Models and Concerns

類似的模型和擔憂

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.

在 Telegram 宣布這一消息之前，Twitter 在 Elon Musk 的領導下，為其平台實施了收入共享模式。然而，Twitter 以美元（一種廣泛接受的貨幣）向其用戶支付報酬。

"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.

「觀看即賺」平台是數位廣告領域的另一個新興趨勢。這些平台會向用戶獎勵在其平台上觀看、互動或玩遊戲的代幣。

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

儘管這些將社交元素與區塊鏈技術相結合的廣告模式越來越受歡迎，但人們對其永續性提出了擔憂。

Sustainability and Token Value

可持續性和代幣價值

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.

為了維持長期生存，這些平台嚴重依賴獎勵代幣價值的創造和維護。如果沒有堅實的基礎，它們就有可能變得不可持續並最終失敗。

Expert Perspective

專家視角

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.

越南區塊鏈協會副主席 Phan Duc Trung 承認 Telegram 的方法鑑於其龐大的社群而具有潛在優勢，但強調了與基於代幣的線上廣告相關的風險。

"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."

「在線上廣告交易中使用代幣不會帶來任何顯著的好處，並且會帶來潛在的風險，」Trung 解釋道。 “代幣價格不斷波動，導致匯率不穩定。而且，許多國家尚未合法化或徹底禁止使用數位資產進行交易。”

Fiat Currency as an Alternative

法定貨幣作為替代品

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

關於以積分獎勵用戶的收入分享模式，Trung 表示他認為基於代幣的系統沒有提供任何實際的優勢。

"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."

「這些廣告模式可以使用法定貨幣來實施，而不需要區塊鏈技術，」他斷言。 “在沒有必要的時候引入區塊鏈可能只會增加成本，而不會增加價值。”

Blockchain's True Value

區塊鏈的真正價值

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.

Trung 強調，區塊鏈技術在應用於跨境營運平台時最閃耀。國內廣告網路、媒體公司和出版商在採用區塊鏈進行數位廣告業務之前應仔細考慮潛在的風險和收益。

Conclusion

結論

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.

雖然區塊鏈與數位廣告的整合提供了一個有希望的機會，但認識到與基於代幣的模型相關的潛在風險至關重要。長期生存能力取決於獎勵代幣創造和維持價值的能力。透過仔細考慮利弊，平台和使用者都可以負責任地駕馭這一不斷變化的格局。