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In the Internet age, there’s one chilling but unacknowledged truth: corporations know far more about us than our mothers ever could.
Data is the world’s most valuable commodity today. From Apple, Microsoft, Alphabet, and Amazon - access to consumer data is a common primary revenue driver for 4 out of the top 5 biggest market capitalization companies in the world.
At its core, the Internet today is a highly efficient flywheel: algorithms use our personal data to enrapture us with personalized content, and in doing so, it continually gathers even more data about us, feeding and accelerating this cyclical process.
Many of us are familiar with the ghostly experience of discussing a product with a friend, only to later see it advertised on our feeds. It’s become a common joke that our phones are listening in - but we know there’s more to it than chance.
Algorithms analyze various types of data, such as both parties’ recent purchases and location activity, to intelligently predict that the product might have come up in your conversation. This falls under the umbrella of programmatic advertising, which allows businesses to target the right customers precisely.
Given its efficiency, it’s no wonder how programmatic advertising is already dominating the advertising industry. While it already currently accounts for 89% of all ad spend in the US, the industry is also set to nearly quadruple in market size to a jaw-droppping US$650 billion.
But it’s not purely happy times ahead for advertisers. After all, they’re tracking personal information without explicit consent or knowledge from the user - a fundamentally invasive privacy. Consumer sentiment aside, there’s the far more sinister implication of how corporations can, and have, leveraged data to sabotage democratic processes and influence global geopolitics. One prime example is the Cambridge Analytica scandal, which used the data of millions of Facebook users to influence the 2016 American presidential election.
A wave of regulatory and policy backlash has swept across the globe. Recent laws and policies, ranging from the international to state level, have been enacted to combat the growing power of data-collecting corporations - from the EU GDPR to the comprehensive CCPA (California Consumer Privacy Act).
The impact on advertising is tremendous. Apple has implemented their App Tracking Transparency feature, and Google is removing third-party cookies - the cornerstone of programmatic advertising. Advertisers don’t just have to tread very carefully - it’s also going to be much more expensive to carry on.
A critical question has emerged. How do we resolve the fundamental incompatibility between two unstoppable global trends - the insatiable demand for advertisements, and the protection of personal data?
YourD isn’t just offering a band-aid solution to the privacy issues plaguing the advertising industry. They’re pioneering a new path, enabling targeted advertising without the invasive data collection that’s become the industry norm.
YourD provides unique B2B solutions that bridge the gap between Web2 and Web3. Alongside decentralized app solutions, they offer new authentication and advertising services that comply with data privacy laws such as ADPPA, GDPR, or even stronger regulations for existing Web2 services.
YourD can integrate decentralized advertising into any platforms or technology - essentially both Web2 platforms and any Web3 dApp. When users watch an advertisement, token rewards will be deposited into the user’s non-custodial wallet (which also has decentralized ID capabilities). This also brings in a new revenue stream beyond the usual Web3 structures.
Their secret weapon? A concept known as selective disclosure, powered by Zero-Knowledge Proof (ZKP) technologies and CL Signatures. This innovative approach allows users to prove they know a piece of information without revealing any details about it.
Imagine you’re a beer advertiser looking to target adults. With YourD, you can verify a user is over 21 without knowing their exact age.
You get the targeted advertising you need, without infringing on the user's privacy.
YourD also supercharges local advertising while keeping user privacy intact - a significant concern in the digital age. Users can confirm they’re in a specific area or region at a specific time, without giving away their exact location or identity. For instance, a user could confirm they’re in a commercial district during peak business hours, opening up opportunities for time-sensitive local advertising, like a restaurant ad at 6pm.
Let’s look at how it works in practice:
“Security and trust are paramount at YourD, leading us to choose Tezos for its unique ability to undergo continuous updates without hard forks. This unbroken stream of security updates and scalability improvements distinguishes Tezos. Our choice is a commitment to offer the most secure, reliable service to our users”
- Jaegyeong Yeom, Co-Founder of YourD
But the advantages of YourD aren’t confined to users who can finally navigate the digital world with their privacy shielded. Advertisers also stand to gain significantly - YourD paves the way for them to tap into a highly-engaged and receptive target audience without the hefty price tag of data collection.
In a world where privacy concerns are increasingly at odds with the needs of advertisers, YourD is offering a solution that satisfies both. And that’s a game-changer.
YourD isn’t just about protecting privacy, it’s also about transforming the way we perceive and interact with advertisements.
Think about it. How often have you found yourself annoyed by an ad interrupting your YouTube video or cluttering your Instagram feed? Ads are often seen as a necessary evil, a price to pay for free content. They’re something to be endured, not enjoyed.
But what if we could change that? What if ads weren’t just an interruption, but an opportunity?
That’s exactly what YourD is doing. By rewarding users with tokens for viewing ads, YourD is turning the tables on the traditional advertising model . Ads are no longer a nuisance to be avoided, but a chance to earn something of value.
This isn’t just about making ads more palatable for users. It’s about fundamentally changing the relationship between brands and consumers.
In the traditional model, ads can often breed resentment. They’re seen as intrusive, as brands forcing their way into our personal space. But by compensating users for their time, YourD fosters a more respectful relationship. Brands aren’t just intruding; they’re offering something of value in return.
And for brands choosing where to advertise, the choice becomes clear. Why settle for an audience that’s merely tolerating your ads when you could have an audience that’s actively engaged and receptive?
YourD is flipping the script on traditional advertising models, offering a solution that’s significantly more cost-effective.
In the conventional advertising landscape, vast amounts of data is collected and sifted through to identify trends and patterns, and the resulting insights are used to aim ads at the correct audience. This isn’t just incredibly expensive but also wasteful - usually, more data than is necessary for any individual ad campaign is collected.
With YourD’s innovative approach, advertisers no longer need to play the data collection game. Instead, they simply specify the criteria they’re interested in. The proof of meeting this criteria comes directly from the user, allowing the advertiser to target their ads immediately.
No more paying for unnecessary data collection. No more shelling out for expensive cloud storage. No more bearing the costs of heavy computational resources for data analysis and ad targeting.
With YourD, advertisers can finally get the full bang for their buck, all while respecting user privacy.
YourD isn’t just revolutionizing the advertising industry, but also solving the critical challenges of Web3 economies and paving the way for mass adoption of decentralized technologies.
Decentralized advertising is the future. As privacy concerns continue to mount, and the benefits of decentralized advertising become increasingly clear, it’s only a matter of time before the majority of businesses make the switch.
One of the main hurdles for Web3 projects is the lack of revenue models that bring in external liquidity. Most Web3 projects rely on selling NFTs and tokens, staking, and swapping - models that are heavily geared towards crypto-natives and offer little immediate use case to Web2 businesses. Naturally, this leads to a winner-takes-all structure and promoting unstable economic models that undermine the stability and sustainability of Web3 projects.
By utilizing YourD’s services, Web3 projects can tap into a new revenue stream - advertising fees. This isn’t just money invested by users in hopes of generating returns. It’s a service fee, a sustainable and diverse source of revenue that can promote the growth of Web3 projects.
Advertising has always been the cornerstone of both the gigantic industries of traditional media like newspapers and radio, as well as content/social media platforms. The impact of introducing advertising as a new revenue stream to Web3 ecosystems cannot be overstated.
By offering advertisements, projects can focus on providing other types of value to users beyond returns on capital investment - which means we can look forward to seeing a greater diversity of projects.
The story of how YourD’s team formed and grew is a testament to their belief in their vision, their relentless pursuit of knowledge, and dedication to innovation.
Their team’s journey started while discussing security for another software development project. Recognizing the critical need for user-controlled data ownership and privacy protection, they explored various innovative solutions, and a clear winner emerged - Web3 and blockchain technology.
Their confidence in the transformative power of blockchain only grew as they journeyed further into protecting data sovereignty. It was then that the team made a firm commitment to develop a solution that empowers individuals in the digital age - and this marked the birth of YourD.
Over the following six months, they dedicated themselves to a series of hackathons, competing relentlessly and accumulating valuable experience. Winning 5 out of the 7 hackathons they participated in, the YourD team has showcased a high-level of expertise in blockchain development.
They continued to strengthen their knowledge of data sovereignty - connecting with experts in the field like the project manager of the Korean decentralized ID project, the COOV vaccination certificate service application, as well as working with an expert involved in an Ethereum scaling project.
Co-Founder of YourD, Jaegyeong Yeom, shares with us:
“Fueled by our vision, we’ve been intensively proactive in sharpening our skills and experience. We’re more than ready to create a service that empowers individuals and upholds data sovereignty principles, and it’s with this mindset that we venture into the TZ APAC Tezos Incubator.
I believe that our hard work has put us in a position to lead the charge in reshaping the advertising industry, and we’re delivering it in a realistic way that provides real value to Web2 businesses and Web3 projects.”
