Category Archives: ads

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Anheuser-Busch Launches “First” Mobile Ad Campaign with Blockchain Tech

Anheuser-Busch InBev has partnered with Kiip to launch what it claims to be the first mobile ad campaign in history that uses blockchain technology. In particular, it uses Kiip’s ‘Single Ledger’ blockchain product. Kiip provides customers with tangible rewards for in-app actions and in-game achievements, instead of the traditional advertising style where users are interrupted by an ad. Anheuser-Busch InBev chose Kiip to engage customers in interesting and meaningful ways instead of interrupting them which causes disengagement.

Brian Wong, the CEO of Kiip, said, “Blockchain’s magical impact comes in the form of its immutable and decentralized ledger technology. Data that is stored uniquely in thousands of servers can never be manipulated. We saw this technology’s potential to impact several major areas of the advertising world, including supply-chain transparency, campaign data reconciliation and viewability verification. Single Ledger, quite frankly, is just the beginning for us… When we started digging into the potential of blockchain, we began to realize that if Kiip was started today, it would be built on blockchain technology.”

With Single Ledger, advertising data is more transparent than ever allowing the advertiser to easily view and audit the ad campaign. This eliminates fraudulent reporting from third parties and ad servers, which is a common method by which publishers charge advertisers more money than they really should.

Anheuser-Busch InBev can track ad activity by the hour and only pays for ads that meet their engagement criteria. The ad reporting and payment process is usually difficult and labor intensive but with Single Ledger it is streamlined and easy since everything is stored in an immutable blockchain, so it is easily accessible and there is no further verification needed to ascertain whether the data is correct since information stored on a blockchain can’t be manipulated.

Anheuser-Busch InBev was formed from the mergers of Interbrew, AmBev, and Anheuser-Busch, and is the world’s largest brewer with 500 brands of beer in over 100 countries. Its net income is nearly USD 10 billion per year.

This isn’t the first time Anheuser-Busch InBev has used blockchain technology. Earlier in 2018, it partnered with Civic Technologies to develop the first beer vending machine that uses cryptocurrency.

 

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Google to Ban All Crypto Ads This Month

In March 2018, Google posted that it would be banning any and all advertisements involving cryptocurrency from its AdSense and AdWords advertising platforms in June 2018, and now the time of reckoning has come.

Google’s new financial products policy explicitly states that the ban will include but not be limited to initial coin offerings (ICOs), cryptocurrency exchanges, cryptocurrency wallets, and cryptocurrency trading advice. This is a thorough blanket ban of all cryptocurrency ads through Google’s advertising platform, which is the largest provider of internet ads. Google advertising revenue exceeded USD 27 billion for quarter 4 of 2017, 84% of all of Google’s revenue, and is on track to exceed USD 100 billion per year.

Due to the massive size of Google’s advertising services and its dependency on it for most of its money, Google must ensure advertisers that it is a safe and wholesome advertising ecosystem. This means nothing illegal should be advertised, including scams of any sort, since that would make people distrust Google ads.

Unfortunately, there has been a significant number of cryptocurrency-related scams commonly involving ponzi schemes like Bitconnect and OneCoin where investors are guaranteed unrealistic profits, but in reality are only paid from new funds entering the system until the system eventually collapses.

With the rise of ICOs, there have been plenty of scams that have promised a new cryptocurrency to investors but instead disappearing with investments and releasing nothing. Pincoin defrauded investors of USD 660 million, for example.

Even cryptocurrency exchange advertisements can be scams; scammers have been known to set up fake cryptocurrency exchanges that look legitimate. The same technique can be used to make fake Bitcoin wallet websites that steal access to legitimate wallets.

Google has probably grown tired of dealing with complaints and lawsuits from users of their ads regarding cryptocurrency scams, which is likely a contributing factor to the ban. It would be easier for Google to just ban everything involving cryptocurrency than to dedicate a team to filter through cryptocurrency ads to determine authenticity.

Although many will find it unfair and unfortunate that legitimate cryptocurrency businesses will no longer have access to the biggest advertising platform on the internet, some see this development as positive for the industry. No longer will scammers be able to snare victims by purchasing Google ads, and any legitimate services can advertise themselves on other platforms such as BitcoinTalk and Reddit.

The reality is, if a cryptocurrency company is truly legitimate and its products and services are valuable, it should be able to grow without purchasing the help of advertising.

 

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