DATA is a blockchain based digital data authentication protocol powered by AI and P2P mobile storage infrastructure, enabling a decentralized and trusted digital ecosystem. They have a blockchain based advertising protocol and technology stack to authenticate user and device data and resolve to prevent fraudulent data from populating in the entire supply and demand advertising ecosystem.
Recent Developments with DATA
April 23, 2018, DATA (Decentralized AI-powered Trust Alliance), blockchain-based data authentication protocol powered by AI along with P2P mobile storage infrastructure, announced today its participation in OnXCHNG, the partnership program for the open source blockchain framework for the digital advertising ecosystem, XCHNG. Created by Kochava Labs SEZC, a research and development subsidiary of Kochava Inc., XCHNG is an open and unified blockchain-based framework for the digital advertising ecosystem. As an OnXCHNG partner, DATA will join a select group of players in the digital advertising ecosystem that has an opportunity to be actively involved in the XCHNG roadmap development from the beginning. OnXCHNG partners have access to the code base so that they may be one of the first to build applications on the protocol.
May 1, 2018, Blockchain DATA Foundation (DATA) recently announced strategic partnership with BlueFocus Communication Group Co. Ltd. (BlueFocus), SHE: 300058. Jointly, the Marketing Blockchain Research Lab shall be established at Kunluntang Research Institute. The primary focus is to deploy the first DATA anti-fraud stacks based application in digital marketing and advertising industry, whilst actively exploring wider use case scenarios.
BlueFocus was established in 1996 and has grown to be the largest communication group in Asia. It is the first digital marketing company with an annual revenue of over 10 billion RMB. Since its listing on China A-Share exchange in 2010, BlueFocus has enriched its global portfolio banking on a series of merger & acquisitions and currently over 40% of its revenue now comes from overseas markets.
Data Owner Pain Points now
• Lack of Incentives. Users rarely get rewarded from their data and attention contribution for ads, which drives 600 million devices to use ad blocking, hence decrease efficiency of the ecosystem.
• Lack of Monetization. Publishers generate less revenue due to click farms and other fake data producers that steal a huge cut from the advertiser budget.
Data Consumer Pain Points now
• Limitation of Centralized Digital Ad Ecosystem. The middle layer grows in size, creating loopholes for bad players that manipulate the system for the gain.
• Severe Ad Fraud. More than 45% of online ads traffic is bot traffic, which costs advertisers 160 billion annually.
DATA Architecture and Trust Flow
Four layer DATA system
DATA system is composed of four layers:
1. P2P mobile metadata management layer (M3), a off-chain storage that was inspired by IPFS but designed specially for mobile devices based on Distributed Hash Table (DHT) and Erasure Code;
2. Blockchain layer, a standalone public chain built from a fork of Ethereum on Tendermint, the Ethermint project;
3. SDK management layer, in which AI technologies are used to generate AI models for device level reputation modeling and transfer the reputation and activity logs into M3 for peer verification;
4. Application process layer, consists of protocols and smart contracts to perform fraud detection, micropayment and other services.
In DATA, App developers are rewarded for integrating into the system while users are rewarded for their attention contribution under proof of attention (PoA) mining rules.
Fraud Prevention Business Utilities
• Device level data quality control based on DATA chain
• AI based reputation modeling to evaluate device trustworthy
• Protocol based with decentralized infrastructure for digital ecosystem
• Unbiased, Authentic, Transparent
Data Monetization Business Utilities
• Incentives for data owner and producer
• Highly encrypted and secured decentralized data storage solution
• Privacy protection with cutting edge technologies such as zero-knowledge proof
Other Applications
• Micropayment for SaaS and In-app Purchase
• Data authentication in Ad Networks, DSPs, and Ad Exchanges
60 page white paper.
Basic Attention Token vs DATA token
BAT is developed by the Brave browser team and is the pioneer in blockchain based attention rewarding. Users’ are rewarded for their advertisement viewing time within the Brave browser with digital tokens; and these tokens can be used in user applications as well as a currency in the advertiser – publisher – user business flow.
DATA Team
Josh Burns
Josh is an experienced consumer internet business leader focused on helping to drive revenue, reach and
engagement for both early to mid-stage consumer internet companies developing compelling products for both mobile and desktop as well as businesses from traditional industry entering the mobile landscape. He has a specific focus on the video game industry and melds a data driven approach coupled with a creative eye to drive increased product engagement and revenue. He has deep experience with partnerships as well as international markets in the mobile gaming sector. Previously, he worked at 6waves, co-founding the US office and leading the US product management team for one of the largest publishers of games for Facebook, iOS & Android, where he managed & launched over 100 apps including those from top developers like Kabam, Nexon & Atari, as well as games based on IP from Eminem, Disney, Dungeons & Dragons, Starz & BBC. Prior to 6waves, he worked at Electronic Arts in EA’s Pogo.com division, supporting one of the largest casual game websites, focusing on product management, customer insights, new platforms, market strategy & analytics. Prior to his work at Electronic Arts, Josh worked at various companies providing market research and strategy consulting to Fortune 100 companies in more traditional industries.
Shirley Lin
Ms. Lin is a serial entrepreneur, a seasoned executive in business development in the mobile AdTech sector serving mobile game/app industry, with extensive relations in Silicon Valley, Europe and China, and specializing in globalization for cross border operations. Ms. Lin was VP of Business Development at Nexway (French), Yeahmobi (one of the top Chinese mobile performance marketing networks) responsible for the global expansion in San Francisco and Berlin. She also served at iConsole.tv and Beintoo (Italian) in the executive rank. Ms. Lin has technical experiences in operating system level of programming and was an aerospace software engineer in Space Shuttle Program at NASA, Houston. Shirley holds a M.S. in Computer Science/Math/Statistic from Texas A&M University and a B.A. in History from National Taiwan University.
Dr. Eric Li
Dr. Li worked as principal data scientist and architect in Microsoft Azure, Capital One and MicroStrategy in U.S. focusing on artificial intelligent, machine learning, cloud computing, business intelligent and big data system design and implementations, FinTech, P2P system and etc. Dr. Li has published more than 50 peer reviewed papers in the fields of peer to peer networks, distributed systems, online reputation management, social networks and big data.
Victor Ye
Mr. Ye has worked for LinkedIn, Twitter and Snapchat in the U.S. as senior software engineer. Victor has technical expertise in multiple technical dimensions and years of cutting-edge R & D experiences. As academic experience, Mr. Ye contributed to the fields of data privacy, temporal-spatial data management and distributed database systems with more than 10 peer reviewed publications and multiple patents. During his time working in the industry, he worked on multiple cutting-edge open source distributed systems including Apache Kafka and project Manhattan in Twitter. Mr. Ye has received Master of Computer Science from Columbia University and Bachelor of Science from Tsinghua University.
Franklin Song
Mr. Song is a serial entrepreneur and cofounded several start-ups including a global mobile game developing and publishing company SOULGAME which earned the most Apple App Store global game features among all Chinese companies. Mr. Song has also worked for Microsoft Research Asia and Oracle in the U.S. Mr. Song joined Decentralized and Distributed Systems Research at Yale University advised by Prof. Bryan Ford and worked on Dissent Project (a Dining-cryptographers Shuffled Send Network, which is a protocol for accountable anonymous messaging, voting, and other interactions among members of a decentralized group). Mr. Song has received MS from Yale University and BS from Tsinghua University.
Henry Zhao
Mr. Zhao worked at Perfect World and Tencent. During that period, Mr. Zhao led the operating and marketing teams for several extreme successful mobile games with total revenue over $100 mil. Mr. Zhao has received both BS/MS of Engineering in Tsinghua University.
Han Liao
Mr. Han worked as supply lead of Vungle and drove tens of times revenue growth for Vungle in China. Han also served as Director of Global BD for WQ Mobile. Mr. Han received M.B.A. from University of La Verne, advanced in Marketing Planning and Financial Analyzing.
Ashley Zhou
Ms. Zhou worked as product marketer in LinkedIn and led the marketing & operation of LinkedIn career product and LinkedIn digital advertising sources. Ms. Zhou also served as digital data analyst in Goodby Silverstein & Partners and provided social media strategy & solution for Cisco. Ms. Zhou received Master of Integrated Marketing Communications from Northwestern University and Bachelor from Renmin University.
