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How Token Incentives Create Fairer Models than Online Advertising

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Gather’s cloud computing solution has already won over a slew of businesses, with over 200 companies signing up.

Online advertising has a reputation problem. From pop-ups to autoplay videos, to retargeted adverts that stalk their users from site to site, the world wide web is increasingly saturated with adverts. The more aggressive and intrusive this advertising becomes, the more the average internet user becomes wary of surfing online. Consumers are now so sick and tired of online adverts that as many as 1 in 4 consumers use an ad blocker while online.

Now, one blockchain startup is offering web admins the opportunity to monetize their site entirely advert free. Gather is a cloud computing service that gives website visitors the choice to opt-in and aggregate their idle processing power as they browse rather than view invasive adverts.

User processing power can then be sold to enterprises for computing problems or even for crypto mining. Users are incentivized to participate with the offer of an ad-free experience, and a potential share in the financial spoils. Payouts can be made in the users’ local currency $BTC, or the platform’s native cryptocurrency $GTH. With Gather, site admins and site users can both enjoy a more equitable relationship and an internet experience that is entirely free of ads.

A Long History

Online ads have been with us almost as long as the worldwide web. The first banner ad was purchased by AT&T as far back as 1994. That ad, which cost $30,000, enjoyed click-through rates of 44%. Fast forward, and the average click-through rate of an ad in 2019 was just 0.35%. For the vast majority of users, adverts are something to be ignored and avoided, and rarely is the product or service of interest. The current system is close to broken. Gather is the latest but by no means the only project which seeks to improve users’ experiences online and to create a fairer model with token incentives.

Another proposal for a fairer and more equitable advertising model is to instead pay people for the adverts the view and click upon. This has already taken a number of different forms with a multitude of businesses attempting to bring this idea to fruition. The pitch is simple: watching ads confers tokens which can later be exchanged discounts on goods and services or even exchanged for money. Non-crypto companies touting this kind of offer include Swagbucks and InboxDollars. Slidejoy takes this idea one step further by changing the user’s phone lock screen into advertising space.

Paid to View

Perhaps the most successful version of the paid-to-view concept is implemented in the Brave browser, which offers browsers the chance to earn its Basic Attention Token ($BAT) for viewing adverts while surfing the web. Brave’s BAT has allowed advertisers a fairer and more equitable way to sell their products while empowering customers to make decisions about what kinds of content they wish to view, and what kinds of content they don’t. Their success has demonstrated that, if handled properly, incentivizing internet users through tokenization can work. That’s encouraging news for any project such as Gather who are looking to take the concept and expand upon it in new and novel ways.

Gather’s cloud computing solution has already won over a slew of businesses, with over 200 companies signing up. With an incentivization model aimed at benefiting all parties, could vast portions of the internet be about to become ad-free? For every net user sick of online ads, Gather offers real hope.

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Having obtained a diploma in Intercultural Communication, Julia continued her studies taking a Master’s degree in Economics and Management. Becoming captured by innovative technologies, Julia turned passionate about exploring emerging techs believing in their ability to transform all spheres of our life.



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Algorand (ALGO) price strengthens as institutional investors back the project

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Consolidation periods tend to follow strong rallies but they also present a good opportunity to survey the field and evaluate projects that have strong fundamentals.

One project that continues to gain traction in terms of price recovery and network adoption is Algorand (ALGO), a pure proof-of-stake (POS) blockchain network that has secured new partnerships and real-world use case applications, as well as support from multi-million-dollar funds in recent weeks.

Big funds invest in Algorand-based projects

Raising funds is one of the biggest challenges many projects face and in the last month the Algorand network announced that Arrington Capital, a digital asset manager, had pledged $100 million in funding meant to help accelerate additional development across all facets of the smart contract platform.

This development came on the heels of the June 2 announcement that Borderless Capital, a venture capital firm, had created a $25 million fund aimed at supporting Miami-based blockchain startups developing digital payment solutions on the Algorand network.

Related: Exodus Wallet raises almost $60M in crypto in regulated offering

New partnerships lure investors

A scroll through the Algorand Foundation Twitter feed shows a growing list of cryptocurrency projects across a variety of sectors that have joined up as part of the Algorand community to take advantage of the low fee, POS environment.

The nonfungible token (NFT) sector is showing some interest in the network following a partnership with Curate that will allow for the minting of NFTs as well as the release of a bridge by Curvegrid that will allow businesses to build NFT and blockchain technology into their business and consumer mobile applications.

Other recent examples of adoption include a partnership with the Bermuda-based MAPay healthcare payment solution, which will host its payment solution on Algorand blockchain in an effort to improve efficiency and reduce healthcare costs, as well as a partnership with Xfinite and Eros Now to create a blockchain-based content engagement platform for the 224 million registered users of Eros Now.

These new partnerships come after a busy year for the network which also included the integration of USD Coin (USDC) and Tether (USDT), the two largest stablecoins in the cryptocurrency ecosystem. 

The growing list of network partnerships and investments from players in traditional finance suggests that ALGO is well-positioned to see future growth as the blockchain sector sees continued adoption and the crypto market recovers from it recent sharp correction.

The views and opinions expressed here are solely those of the author and do not necessarily reflect the views of Cointelegraph.com. Every investment and trading move involves risk, you should conduct your own research when making a decision.