区块链彻底改变了数字广告：谨慎的范式转变

随着区块链技术的日益普及，其与数字广告的结合变得越来越明显。然而，专家们对潜在风险提出了警告，强调在广告中实施区块链解决方案之前需要仔细考虑。

Blockchain in Digital Advertising: A Growing Trend with Potential Risks

数字广告中的区块链：具有潜在风险的增长趋势

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.

区块链技术与数字广告行业的融合正在兴起，机遇与挑战并存。虽然一些专家预见到了巨大的好处，但另一些专家则警告潜在风险。

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，流行的消息应用程序 Telegram 宣布为其广告平台推出突破性的收入分享模式。在这种模式下，平台上产生的广告收入的50%将分配给选择加入广告网络的渠道所有者。

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 用户将以平台原生实用代币的形式获得他们的收入份额。另一方面，广告商将使用代币进行交易，将他们的广告投放到 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 声称，其广告目前每月产生 1 万亿次展示次数，其中只有 10% 带来了货币价值。通过与用户分享广告收入，Telegram 旨在激励他们变得更加活跃，并在生态系统中发挥至关重要的作用。

Similar Models and Concerns

类似的模型和担忧

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 宣布这一消息之前，Twitter 在埃隆·马斯克 (Elon Musk) 的领导下，为其平台实施了收入共享模式。然而，Twitter 以美元（一种广泛接受的货币）向其用户支付报酬。

"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.

“观看即赚”平台是数字广告领域的另一个新兴趋势。这些平台会向用户奖励在其平台上观看、互动或玩游戏的代币。

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

尽管这些将社交元素与区块链技术相结合的广告模式越来越受欢迎，但人们对其可持续性提出了担忧。

Sustainability and Token Value

可持续性和代币价值

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.

为了保持长期生存，这些平台严重依赖于奖励代币价值的创造和维护。如果没有坚实的基础，它们就有可能变得不可持续并最终失败。

Expert Perspective

专家视角

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.

越南区块链协会副主席 Phan Duc Trung 承认 Telegram 的方法鉴于其庞大的社区而具有潜在优势，但强调了与基于代币的在线广告相关的风险。

"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."

“在在线广告交易中使用代币不会带来任何显着的好处，并且会带来潜在的风险，”Trung 解释道。 “代币价格不断波动，导致汇率不稳定。而且，许多国家尚未合法化或彻底禁止使用数字资产进行交易。”

Fiat Currency as an Alternative

法定货币作为替代品

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

关于用积分奖励用户的收入分享模式，Trung 表示他认为基于代币的系统没有提供任何切实的优势。

"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."

“这些广告模式可以使用法定货币来实施，而不需要区块链技术，”他断言。 “在没有必要的时候引入区块链可能只会增加成本，而不会增加价值。”

Blockchain's True Value

区块链的真正价值

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 强调，区块链技术在应用于跨境运营平台时最闪耀。国内广告网络、媒体公司和出版商在采用区块链进行数字广告业务之前应仔细考虑潜在的风险和收益。

Conclusion

结论

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.

虽然区块链与数字广告的集成提供了有希望的机会，但认识到与基于代币的模型相关的潜在风险至关重要。长期生存能力取决于奖励代币创造和维持价值的能力。通过仔细考虑利弊，平台和用户都可以负责任地驾驭这一不断变化的格局。