As Google’s monopoly is called into question, advertisers should embrace decentralisation

In the fast moving world of tech, reaching a 25 year anniversary is no small feat. Since its launch a quarter of a century ago, Google has revolutionised the internet – and digital advertising in particular.

With its launch of AdWords in 2000, Google has put itself in the centre of the digital advertising ecosystem. Today, over two-thirds of digital ad buys go through Google. With its focus on ease of access, it is undeniable that Google has made the barrier for entry lower, allowing more brands to effectively reach their consumers.

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A Fresh New Start
When Google was founded, it built itself – as most tech companies did – in a centralised fashion. Power over its solutions, most notably its ad exchange, sits in the hands of one single authority – Google itself. However, in recent years, as the shift away from Web2 and towards Web 3 has begun, decentralisation has emerged.

This means that all participants in a new tech solution – in this case an ad exchange – are given power thanks to blockchain technology. While an exchange vendor is still present, all users of a decentralised exchange become stakeholders and are rewarded for their participation. This emergent, forward-thinking technology can act as a bridge between Web2 and Web3.

Seeing clearly
Centralised exchanges have long operated as ‘black boxes’. Those using the exchanges see very little of the inner workings, with minimal verification on the accuracy of the data produced, where budgets are spent on the programmatic supply chain, and whether inventory is being valued correctly. On top of this, exchange vendors take between 15 – 35% in fees. All this means advertisers waste spend and publishers’ share of budgets shrink.

By contrast, decentralised exchanges have radical transparency baked-in. With every transaction written onto an immutable public ledger, both buyers and sellers can track the journey of every dollar spent. In a centralised exchange, 15% of advertiser spend is simply unaccounted for – decentralisation eliminates this opacity. Instead marketers can more accurately audit their campaigns, tracing exactly where an ad was served, when it was served, and what interactions were received

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