Naslov
The use of blockchain technology in the development of decentralized advertising

Autori
Idlbek, Robert ; Blašković, Vjeran

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Zbornik radova 7. međunarodnog znanstvenog simpozija “Gospodarstvo istočne Hrvatske – vizija i razvoj” / Mašek Tonković, Anka ; Crnković, Boris - Osijek : Ekonomski fakultet Sveučilišta Josipa Jurja Strossmayera u Osijeku, 2018, 120-128

Skup
7. međunarodni znanstveni simpozij: Gospodarstvo istočne Hrvatske – vizija i razvoj = 7th International Scientific Symposium: Economy of Eastern Croatia – Vision and Growth

Mjesto i datum
Osijek, Hrvatska, 24.05.2018. - 26.05.2018

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
advertising, blockchain, marketing, campaign analytics

Sažetak
Internet advertising is facing increasing challenges, whichforces companies and brands to raise awareness of the importance of the userexperience. Aggravating advertising circumstances are represented by omnipresent fraudulent campaign execution reports, high consumer disapproval for current internet advertising models, various types of hacker attacks through internet ads, and the like. All this entails distrust of the company by the quality, reach and influence of advertising on the internet. This paper will show the way of online marketing analytics presentation that was conducted in one Slavonian informative internet portal. In addition, it will show the issues arising from creating an analytics of running campaign that would be more transparent, clearer and simpler to measure. The research methodology consists of: (1) analysing the collected transactional data from an ad server, and (2) analysing the amount of data transferred regarding the displayed ads. This analysis is designed to study the proportion of useful content for a user with respect to marketing related content and the content that reduces the quality of overall user experience. Conclusion of data analysis shows that the current technology on which the advertising industry is based, faces increasing problems. Tosolve these problems, it is necessary to significantly change the way the user perceives advertising and to take advantage of other technologies and manage user attention. Keeping in mind the problems mentioned above, the vision and opportunities of online marketing will be highlighted with an emphasis on blockchain technology. Blockchain, a new technology known as the basis for the development of crypto currencies, also offers many other innovative solutions and services with added value in all industries, including marketing. Blockchain has the technological potential to decentralize existing advertising patterns, from which users (consumers), publishers (authors, content creators, influencers) and advertisers (brands) can benefit. The paper will show the effects of blockchain technology on online advertising processes and the expected models of further development of advertising and marketing industries based on distributed applications and innovative solutions offered by this technology.

Izvorni jezik
Engleski

Znanstvena područja
Računarstvo, Informacijske i komunikacijske znanosti, Interdisciplinarne društvene znanosti

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