DATx, a new blockchain initiated by Cosima Foundation, and in collaboration with Avazu, a leading advertising platform with global coverage aims to help advertisers cut through all the fragmented clutter of user behavioural data to accurately target users and deliver advertisements that are meaningful to them.
DATx’s blockchain technology combined with artificial intelligence and big data solutions strives to resolve challenges that are specific to the digital advertising sphere by veering away from a generic one-for-all approach. It can showcase complete user behavioral patterns, including the time they received the advertisement, how long they viewed the advertisement and whether they made the purchase. Leveraging on this transparent, multi-stakeholder record of end-to-end user behavior data, advertisers can then refine their audience targeting tools, delivering precise advertising only to relevant users.
DATx is based on a decentralised protocol aims to build a blockchain that has the capability to support one million transactions per second (TPS). Currently, the fastest blockchain is only able to support tens of thousands of transactions which is far lacking behind the advertising industry’s speed requirements. To achieve its goal of fulfilling 1 million TPS, plans are already underway to develop a robust data storage and a better consensus mechanism for DATx.
Avazu, the first advertising platform to be compatible with DATx, will enable DATx to customise native advertisements and acquisitions of its customers. Avazu currently supports over 100 million Daily Active Users and is capable of processing one million requests per second.
DATx’s incentive mechanism encourages users to participate and provide feedback, which helps advertising platforms to enhance their user targeting algorithms in delivering relevant advertisements to their target audiences. This promotes active and dynamic interactions among users, publishers, and advertisers within the ecosystem.
At launch, DATx will establish itself as a user-oriented behavior archive for advertising needs but will upgrade its protocol to one that recommends content by next year. It aims to eventually evolve into an advertising ecosystem that enhances value creation in its five-year roadmap.
DATx’s core team members comprise over 80 engineers, product managers, architects and UEX experts, while other core members for the development of DATx include senior executives from Avazu. Its official cryptocurrency, DATx token, is now open for sale to institutional investors, with a total of 10 billion DATx tokens issued.
DATx is dedicated to developing a favorable unified protocol for the entire advertising ecosystem. It aims to build an all-encompassing set of effective, secure and benefit-maximized advertising ecosystem, leveraging on blockchain technology, and combined with artificial intelligence and big data solutions to resolve industry-specific challenges.