Advantages of a decentralized ad exchange, part III - the potential for a greener Internet ????

One of the most heavily debated arguments against blockchain is that it uses too much energy.

But what if web3 technology had the potential to actually reduce a company's - or even an entire industry's - carbon footprint?

Here is how I believe we can help achieve just that at Alkimi . ??

According to a recent article by CEPSA, the average person comes across 6,000 to 10,000 messages from brands - every single day.

A lot of this content is rather irrelevant, reaching us because of a "spray-and-pray" approach by advertisers hoping to reach somebody within their audience.

The article also states that

"A single ad campaign generates 70 tons of CO2 equivalent emissions: the same as what 7 people on average release into the atmosphere in a year."

That's a LOT of emissions. ???

Now, granted, that calculation also takes into account the CO2 emissions of the actual products that are being advertised, including those for highly-polluting products and services such as cars ?? or flights ???.

But still.

With that in mind, it is worth taking a look at the underlying tech and how these ads are delivered. And that's where "quality over quantity" comes into play.

The article mentions that

"15% of global online ads end up on pages created only to serve advertising and not on legitimate media".

??

Those ads are a total waste of budget and energy as

"the emissions generated by reliable sites are 52% lower than this type of website, because the technological load of the former – which have fewer advertising bids in automatic online ad sales marketplaces – is lower."

Here at Alkimi , we strongly believe in our potential to help reduce the emissions associated with low-quality content and intrusive ad placements.

To understand how, we need to take a look at this from the different perspectives of the three parties that participate in the "value exchange" that is digital advertising and how they each benefit from our innovative solution. ??

Publishers

• pay significantly lower fees on Alkimi , and therefore
• receive more direct revenue from each ad auction, and therefore
• can show fewer but higher-quality ads, all while still reaching - or even exceeding - their revenue goals

Hugely beneficial to publishers.

Fewer ads to be rendered = fewer ad auctions = less energy being used. ??Hugely beneficial to all of us. ??

Advertisers

• also pay significantly lower fees on Alkimi
• can use these savings to generate more impressions for the same budget
• can bid higher on relevant bid requests (all still from the same budget)
• which increases their win rate in ad auctions
• which reduces the amount of 'lost bids" and therefore unnecessary transactions
• so advertisers end up bidding on fewer, but end up winning on more of those high-quality bid requests for ad placements, making their ad budget go further

Hugely beneficial to advertisers.

Fewer ad auctions to be done with fewer lost bids to be recorded = less energy being used. ??

Hugely beneficial to all of us. ??

Internet users (like you and me)

• see fewer, but higher-quality ads
• see websites load faster as page load times reduce with fewer ads
• enjoy a better user experience overall
• can get paid $ADS tokens for staking or running a node for Alkimi (if you node, you node! ?? ??)

We also have several ideas on how web3 technology can help improve the targeting of ads to make them more relevant to us as users - if we choose to share our data with advertisers. More on that to come.?

Fewer ad slots with better ads, reduced page loads = less energy being used. ??Hugely beneficial to all of us. ??

All this is made possible by "AlEx", our innovative ad exchange that leverages web3 technology.

Rather than trying to stand up a traditional, centralised and energy-hungry data centre that runs 24/7, we use a decentralised network of nodes to validate our ad auctions.

That network will grow as we add node operators and will enable us to provide global coverage, meaning also that we can intelligently assign workload to nodes based on demand for ad auction validation in their geography.

For example, nodes in Europe would be busy during the morning here while nodes in the US would see an increase in demand for ad auction validation only from around midday European time, whenpeople wake up and start using their computers and phones. Later at night, European nodes would start to wind down while nodes in the US would still go strong through their afternoon. ???? ???? ???? ???? ???? ???? ???? ????

In a case where there are not enough ad auctions to validate for a node to run at full capacity, we can assign the remaining capacity to a variety of other tasks, e.g. generating reports, analysing the performance of particular campaigns or any other task that the remaining processing power can be used for. ??

This is yet another gain in efficiency.

We are also working on a function that will enable nodes to automatically "go to sleep" when activity goes below a certain threshold.

Taking nodes "off the grid" when idle will help save significant amounts of energy ?? and ensure that we tap into the global network only as needed.

We are also committed to working with partners that source their power from renewable energy - our long-term goal being to become a fully carbon-neutral advertising exchange.

Lastly, our clients can get access to a huge set of data and business intelligence reports catered to both publishers and advertisers. ?? These reports can be used to improve bidding strategies and the efficiency of the campaigns. ??

And since our data is real-time, it can be used to tweak campaigns "live" and while they are still running. ???Not only does this increase ROI for our clients, but it also helps to further reduce "wasted" transactions.?

Fewer transactions = less energy being used. ????

With all this in mind, we are more convinced than ever that the advertising industry has massive potential to become greener and more efficient in the way it handles ad auctions, generates reports and reduces and optimises its energy usage.

And with our brilliant team here at Alkimi , we have made it our mission to lead by example.