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Assessment 1 - Blockchain Solution: Company Madhive
Assessment 1 - Blockchain Solution: Company Madhive
BLOCKCHAIN SOLUTION
Company MadHive
By Nguyen Thuy Anh Phuong
46121269
Lecturer : Ali Amrollahi
Tutor : Nader
Wednesday 6pm
Table of Contents
2. BUSINESS PROBLEM.................................................................................................................2
6. CONCLUSION............................................................................................................................4
1. The context of MadHive company
MadHive is a private company founded in 2016, its main office located in New
York and the Co-Founder is Adam Helfgott. Until now, this company have a
total of 80 employees and five investors. (Book, 2021). MadHive is The
blockchain ad-tech firm of engineers, data scientists, and marketers who
developed the MadNetwork protocol. The benefits of using this MadNetwork
protocol are efficient, accurate and private ad serving. MadHive has created a
platform where the standard ad-tech intermediaries become unnecessary;
advertisers can also target the customers more effectively without accessing
their personal information. As consumer privacy regulations become more
stringent in advertising markets, MadNetwork's technology represents a
significant step forward, allowing marketers and publishers to reach their
target audiences while maintaining complete consumer privacy. In Sum,
precision targeting, audience verification, the first OTT-first device graph, and
cross-device attribution are all part of the company's package, which allows
key participants in the advertising business to solve the industry's top
problems, such as trust, transparency, fraud, and brand safety. (Book, 2021)
2. Business Problem
Middlemen
MadHive is building an ad tech network called the MAD Network using blockchain
technology and smart contracts. The MAD Network will decrease the influence of
intermediaries in ad tech and bring buyers and sellers closer. Simultaneously, the MAD
Network aims to reintroduce transparency to the ad tech industry by storing information on
the blockchain, encrypting it, and making it accessible to advertisers with the necessary
permissions, the MAD Network avoids fraud and enables advertisers to track their money's
precise whereabouts. Additionally, publishers may sell data through the blockchain to assist
advertisers in better understanding consumer behavior and planning ad campaigns.
Mad Network is using distributed ledger,therefore, participants need the privacy of
transactions. At the same time, we must ensure that transactions are authenticated. Below is
how the distributed ledger is operating
A blockchain is composed of data blocks. These data blocks are stored on nodes. Nodes can
be any type of device. All nodes on a blockchain are connected to one another and constantly
exchange the most up-to-date blockchain data, ensuring that all nodes remain current. They
store, distribute, and maintain blockchain data, which theoretically means that a blockchain
exists on nodes. A full node is essentially a device) that stores a complete copy of the
blockchain's transaction history.
6. Conclusion