Ubex is a global decentralized advertising exchange, operating fully on the basis of neural networks with the use of blockchain and smart contracts. Ubex allows passage from the traditional pay per click scheme to the model of payment for targeted actions, the most fair and interesting model for advertisers. At the heart of Ubex’s advertising purchasing algorithms, lie neural networks that process information about each visitor to the member networks’ websites. The neural networks evaluate the interests of users, calculate the likelihood of targeted actions for all advertiser offers, and choose the most suitable advertisement. Thanks to this, member network website visitors see only those ads that are maximally confined to their interests, and which would convince them to fulfill the target action with maximum probability. Thus, Ubex maximizes the targeting of advertising and the economic efficiency for advertisers. Ubex aims to solve the problem of low confidence in the purchase of digital advertising. Smart contracts allow for making the relationship of advertisers and publishers (owners of ad slots on sites) as transparent and fair as possible, as well as minimizing the risks for all parties. By applying such an approach, Ubex allows passage from the traditional pay per click scheme to the model of payment for targeted actions, the most fair and interesting model for advertisers.
What is programmatic advertising? In plain English, it is buying real-time advertising on the basis of an auction. The concept of the software is definitely broader and includes limited auctions and direct sales of advertising as well. In general, programmatic advertising is a set of methods for purchasing advertisements on the internet using automated systems and algorithms to make decisions about a transaction without human participation based on socio-demographic and behavioral data about users available to both the platform and the advertiser. It works as follows: when a user visits a web page, that user is shown ads. For those fractions of a second, while the website is loading, the system analyzes the composition of the audience of the website, correlates this data with client targeting and selects the appropriate advertising format. After that, an auction is conducted among advertisers whose target audience corresponds to this particular visitor of the website and who want to show their advertising. During the auction, the highest bid and the winner of the auction are selected. The advertisement of the winner is uploaded to the website and shown to the user.
The Ubex Platform
The Ubex platform will provide ample opportunities not only to publishers and advertisers, but also to companies that need regression analysis of user data. The system’s neural core, which is responsible for making decisions at all stages of the life cycle of the advertising material, will have an API, access to which can be provided to partner companies. The behavioral decision-making blockchain allows one to evaluate user data and make a judgment about the perceived interests of the user. This regression estimate can be used not only to display advertising materials, but for other purposes as well. The API will provide an opportunity to retrieve a list of expected categories with an estimate for each based on a query with user data. Training the system core to obtain relevant and accurate forecasts is a laborious process. In this regard, the platform will provide the ability of adding statistical data to the site user’s actions, which can be used as a training sample for the system’s core. The site owners who provided data will receive a reward proportional to the contribution of the data provided for training the system core. These actions are similar to mining, when users are rewarded for labor-intensive work (providing statistical data for the formation of a training sample).
The Ubex Wallet
The UBEX Token will act as a payment unit on the Ubex platform. The need for a Token is based on the need to credit funds from advertisers’ accounts for the displays of advertising materials that they have bought. Basic cryptocurrencies do not allow the crediting of funds from third party accounts even if one has permission from the third parties. The Token allows for setting quotas (allowances) to a specific address within which the owner of the address can use the funds available on the account. Crediting is possible only on condition that the account holder has established the size of the quota and only from the address to which the quota is issued, otherwise the funds cannot be credited.