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Can Web3 Adtech Solve the Paywall Problem That’s Driving Readers Away?
- CNN introduced a digital paywall asking users to pay $3.99 per month to access premium content, which is becoming increasingly common among news outlets looking to identify revenue-generating opportunities outside of advertising. Walled gardens, such as paywalls and Google and Facebook's curated experiences, dilute the content creators' value and offer an unsatisfactory user experience. Intermediaries in traditional ad exchanges take 43% of advertising spend, reducing revenue for publishers and inflating costs for brands. Decentralising ad tech with blockchains could enable a transparent and efficient ecosystem.
- As internet advertising revenues hit a staggering $225 billion in 2023, a 7.3% increase from the previous year, it’s clear that the digital advertising landscape is evolving rapidly.
- Walled gardens are often limiting transparency and fairness, and as a potential solution, adtech start-up Alkimi is proposing a long-term vision focused on decentralization.
- 43% of advertising spend is lost to intermediaries in traditional ad exchanges, leading to inflated costs for brands and diminished revenue for publishers.
- By utilizing a decentralized network of validators—over 1,200 of them—Alkimi significantly reduces the overhead costs and allows for lower costs per thousand impressions, which translates into more revenue for publishers.
- Interacting with some of the most popular sites today is far from seamless, and it appears as though the lack of revenue-generating opportunities for content creators of all forms is stifling creativity and ruining some of the most entertaining parts of the internet as we know it.
- The future of ad tech lies in dismantling the walled gardens that have dominated the landscape for too long.
- Decentralising adtech with blockchains could enable a transparent and efficient ecosystem, paving the way for a more user-friendly and equitable advertising model.
- It is time to distribute the dollars generated by online advertising to the parties creating value to guarantee the future of the ad-funded internet. An internet where all content is free and accessible to everyone at any time.
- The potential for more equitable advertising models starts to shine through as platforms like Adkimi develop blockchain-based ad tech solutions.
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