DATA | Decentralized AI-powered Trust Alliance

ansteadm (41)in #blockchain • 7 years ago

DATA

What is DATA?

DATA stands for "Decentralized AI-powered Trust Alliance", and their platform was created to help prevent fraudulent advertising. Their token, DTA, is used as the "backbone" for their blockchain based platform for the micropayments, which can be used to purchase items and services, and it can be used by publishers as well.

DATA has implemented the product prototype testing and iterative optimization on one of Yomob’s developers, Zap Zombies . This is just the beginning of a great partnership with Yomob. In this application, you are able to receive points and earn DTA tokens through the rewards program by watching ads and interacting with playable ads.

The Team

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The DATA team has a ton of talent behind them, and something to point out about the team is that they are intermingled with their partner organization, YoMob. YoMob uses a "powerful matching algorithm, which serves each game or app with premium ad inventory from multiple sources while greatly reducing the publisher’s ad operation cost". We're going to take a closer look at 2 of their team members, and one of their advisors: Shirley Lin, Franklin Song, & Michael Arrington.

Shirley Lin

DATA's main strategic partner, YoMob, has grew to have more than over 100M users due to a lot of the hard work from Ms. Lin. By the way, if you don't know, that essentially means DATA has more than 100M users on their platform as well, due to the way their partnership works! Ms. Lin has been the VP of Global Business Development, and done a stellar job building the organization. She has worked in Business Development for a bunch of different organizations in the past as well, a few of them are: Nexway, YeahMobi, iConsole.os, and Beintoo. She has a ton of experience with various organizations in the past, as well as founding a handful of smaller projects.

Franklin Song

Mr. Song helped to found DATA and is the founder of YoMob. He is currently the standing CEO of YoMob, which is a spinoff from the organization he originally founded called SoulGame. Prior to these ventures, he worked for Oracle as a Software Engineer, and completed smaller jobs while studying at Yale University with Microsoft and Motorola.

Michael Arrington

Probably one of the more accomplished individuals on the advisory team for DATA is Mr. Arrington. He is the Founder and Editor for TechCrunch, which is one of the larger online publishers for technology industry news. Their platform reports on a lot of the emerging startups, technologies, and analysis of the different organizations. Being a media/publishing platform he can give great advice for the platform on how they can benefit for marketing. I am not completely sure if they are implementing the DATA advertising technology for the ads posted on their website, but if/when they do, it would be a win-win for both organizations once it is announced publicly.

The Platform

The DATA ecosystem completely decentralizes the advertising process. Before the DATA protocol, there have been a ridiculous amount of intermediaries who suck so much money out of the initial investment for advertising. These "intermediaries" are known as "middlemen". Some of the different layers of the middle man in the advertising process are the agencies, DSPs (Demand-Side Platform), Ad Networks, and SSPs. In some cases, these various middlemen can reap about 50% of the original money intended for marketing! Luma Partners, which is an investment bank focused mainly on digital media and marketing, released this flow chart explaining how complicated this process is for marketers!

With this massive issue at hand for marketers, DATA's brings the solution to give the people more power and freedom while paying for advertisements to publishers. This is what DATA's layered technology looks like on the back-end.

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The technology applied to DATA's infrastructure is built into four separate layers:

P2P Mobile Storage Layer
Blockchain Layer
SDK Management Layer
Application Process Layer

P2P Mobile Storage Layer

The first layer of DATA's technology is the mobile storage layer. This involves the supernodes on their distributed hash network. If you don't know already, a supernode is a term used to describe a node that is publicly accessible 24/7, and are reliable points for other nodes to connect to. They essentially function as redistribution points.

Blockchain Layer

The DATA blockchain is built from forked code base from EtherMint, which is an interpretation of Ethereum on top of Tendermint. Their blockchain is built using DPoS (Delegrated Proof of Stake), and instead of the token functioning as a PoW, token, they can be "mined" through a process called Proof of Attention (PoA).

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SDK Management Layer

All of the SDKs (Software Development Kit) on DATA's platform are open source. The advantages of doing this allows the community to maintain the code used, and keeps the credibility of their project.

In this layer, there is also a Game Theory modeled into their platform. This enables the competitive advantage for people who cooperate in the correct manner.

The third part of the SDK layer is the implementation of Artificial Intelligence. This tracks the reputation of the users on the platform, which come from rating from their peers.

Application Process Layer

One of the important parts about DATA is their ability to prevent fraudulent advertisements on the network. Since the users are given a reputation through AI, and the activity logs are stored on the blockchain, this creates a great way to notice the malicious advertisers and blacklist them form the network.

One of the other aspects of the platform, which is found in similar projects like AdEx or Papyrus, is their Decentralized Ad Exchange.

Yomob

As mentioned before, Yomob is DATA's strongest strategic partner to date!

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Yomob functions as an ad exchange platform who focuses on video advertisement, and they have integrated their platform with more than 50 video ad networks and DSPs. If you can't see this benefit right away, this gives DATA access to these different ad networks that Yomob is associated with!

These are some of the different DSPs that they are associated with- there's some big name organizations they are affiliated with!

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Just recently, DATA announced another strategic partnership with BlueFocus. You can check out more details about their annoucement here!

The Token

The DATA ecosystem is built around their token, DTA. The DTA token currently has a circulating supply of 4,626,502,186 DTA, with a total supply of 11,500,000,000 DTA. The usage of the DTA token is very similar to the way the BAT token functions- where you are rewarded for seeing advertisements. However, what makes this different that the usability of the BAT token is you can be rewarded by using ANY browser, not just the Brave browser. Another usage for the token is through the micro-payments, as well as on their decentralized ad exchange.