"One of the big problems with privacy right now is that the internet wasn't built on the idea of having any privacy whatsover, the opposite of privacy" so Tom Bollich, MAD CTO, opens his pitch to you on the MAD network.
It's an advertising network, Jim, but not as we know it.
Sparked from the knowledge that the programmatic marketplace is broken, GDPR is now a reality, and consumers want control of their data MAD sets out to solve all of this on one go. We've long argued here that digital media is a fraud, that is has unnecessary costs and a lack of transparency as well as that ad networks today are indistinguishable from malware. MAD wants to not just cut out the middlemen, they also want to protect users privacy by putting the ad decisioning layer on a user’s device.
Remember December? You bought a couple of things online for friends and family, you searched for a bag, a wallet, a pair of shoes or whatever. Every time you open your browser still today in February, these wallets, boots & bags still haunt your banners. That's not just annoying for you, that's a tremendous waste of money for the advertisers, you already bought that stuff and your family members already had it returned for store credit. Those shoe-banners are just mocking you now while draining the advertisers budgets. The only people still drinking champagne are the people on Google's Adsense Yacht in Cannes.
How does it work? Basically, your devices have an AI firewall that only pull in ads that are relevant to you, according to your profile, which remains secure as it's cryptographically sealed and not shared. Why is this important today? Well, with the EU law of GDPR (General Data Protection Regulation), centralised data collecting of users information will be a risky business. There will be hefty penalties for non-compliance, and it will also apply to organisations located outside of the EU if they offer goods or services to, or monitor the behaviour of EU data subjects. Organizations can be fined up to 4% of annual global turnover for breaching GDPR or €20 Million. In other words, it affects you whether you've heard of it or not. I managed to explain it thus far without mentioning blockchain even once, shoot now I ruined it. Yes, blockchain technology is involved, but don't worry your pretty little head with that.
MAD are building a new type of ad network. Among the products are MADnet Core, a decentralized ad server and exchange, and MADnet Data, a decentralized data management platform. After all of these years with an arms race between advertisers and ad blockers deployed by users, we might see a light at the end of the tunnel here. Do you feel that breeze kids? The winds are changing. The web as we know it is changing.