Advertising tech company AdEx is preparing to integrate a new zero-knowledge (ZK) solution into its upcoming platform – slated for launch in the second quarter of 2024 – according to the latest information shared with Finbold.
The new ZK targeting end aims to serve a dual purpose by alleviating the problems and grievances that plague modern advertising, both from a customer and business perspective.
While the Internet and its vast data collection capabilities have revolutionized marketing, at least to the extent that Edward Bernays’ 1928 book did, they also raised profound concerns about privacy and security of personal data.
This practice and associated concerns have in turn led to more restrictive laws when it comes to data collection and customer profiling in multiple countries around the world, leading to less precisely targeted advertising, which in turn has led to increased ad fatigue. on the user’s side.
AdEx solution for privacy and compliance
AdEx’s solution to the problems of modern advertising comes in the form of leveraging zero-knowledge principles – most evident in the world of Web3 and cryptocurrencies – by using technology that collects and stores relevant data locally on users’ devices analyses.
This technology ensures that the data remains private by ensuring that it remains solely on the users’ devices, under their full control and management. This prevents the reselling of information by and to third parties and eliminates the risk of individuals’ private data being compromised in the event of security breaches of centralized databases.
At the same time, thanks to local data analysis, it is possible to show targeted advertisements without using third-party cookies. It even allows users to curate the types of advertisements they are exposed to.
Finally, AdEx’s system offers participation rewards to users by offering them ADX tokens in exchange for viewing ads.
According to the information shared with Finbold, the new system will allow companies to remain compliant with existing and expected future laws, while reducing costs. It also aims to give users more privacy and more rewarding ways to communicate and interact with ads.