{"id":11168,"date":"2017-10-24T08:30:57","date_gmt":"2017-10-24T15:30:57","guid":{"rendered":"https:\/\/www.kochava.com\/?p=11168"},"modified":"2022-08-26T09:08:06","modified_gmt":"2022-08-26T16:08:06","slug":"kochava-uniquely-positioned-introduce-xchng","status":"publish","type":"post","link":"https:\/\/www.kochava.com\/ko\/blog\/kochava-uniquely-positioned-introduce-xchng\/","title":{"rendered":"Why Kochava is Uniquely Positioned to Introduce XCHNG"},"content":{"rendered":"[vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text]\r\n

Disrupting the ad industry with open, verifiable, decentralized blockchain technology for ad transactions<\/b><\/p>\r\n\"XCHNG\r\n\r\nOn Tuesday, Kochava introduced XCHNG, a blockchain-based framework that will facilitate open, transparent and efficient ad transactions. We\u2019ve been developing this system for some time now and are ready to educate the industry about it.\r\n\r\nWhy blockchain? Why now?<\/b>\r\nThe digital advertising industry has reached a turning point. It has grown from a single ad unit on HotWired in 1994 to a $220 billion industry worldwide today with a vast landscape of vendors that complicate the media buying process. The industry is confusing and splintered by value proposition.\r\n\r\nDespite its rapid growth, the scope of its reach, and the numerous actors transacting business within its ecosystem, the industry uses an antiquated paper-based contract framework called the Insertion Order (IO). The IO is rife with inefficiencies and does not provide a mechanized way to verify the contractual commitments. Further, the plurality of secondary actors delivering on the terms of the IO, coupled with the absence of transparency across the industry, provide enormous opportunities for fraud through the delivery of the IO. The industry has come a long way since 1994, but in many respects, it continues to operate in the past.\r\n\r\nTo briefly explain, blockchain technology for the ad industry is a cryptoledger system of record that aims to simplify and standardize the transaction process. It is a decentralized system, allowing buyers and sellers to transact directly, while the community verifies and records transactions as a way to more efficiently enforce contracts.\r\n\r\nWhy Kochava?<\/b>\r\nKochava is uniquely positioned in the mobile advertising ecosystem to architect a blockchain system for ad transactions. We have been at the forefront of the attribution space since its inception starting with attribution and analytics, to configurable attribution, and fraud prevention. The company was founded to fulfill the needs of mobile advertising when there was no other way for marketers to measure their campaigns outside of the web. Since the company\u2019s beginning, we have continued to anticipate marketers\u2019 needs and develop technology solutions in response to those needs.\r\n\r\nOver the years, the complexity of the ecosystem has offered many opportunities for innovation by Kochava including:\r\n