DATA, found online at DATA.eco, aims to create a decentralized, AI-powered trust alliance for the digital advertising industry. Find out how it works today in our DATA review.
What is DATA DTA?
DATA aims to solve a crucial problem in the digital ecosystem: participants in the ecosystem do not trust each other.
Because of this lack of trust, participants need to work with middlemen like agencies, exchanges, DSPs, ad networks, and SSPs. Today’s advertising industry is filled with overly complicated middle layers, ad fraud, and a complicated user experience.
DATA aims to solve these problems with a blockchain-based online data authentication protocol. It’s similar to the Basic Attention Token and the Brave browser, but is designed to offer unique benefits that make it a superior advertising token.
How Does DATA Work?
DATA is a decentralized data authentication protocol built with the following key goals in mind:
- Reward user attention
- Distribute a “proof of attention” token
- Discourage non-cooperation
- Create a P2P-based mobile data storage protocol
- Offer device-based P2P reputation management protocol
- The ecosystem will revolve around the DATA token, or DTA.
As mentioned above, the DATA platform aims to compete with the Brave browser and its Basic Attention Token (BAT). In fact, the BAT is mentioned directly on the DATA one pager and whitepaper.
There are four layers to the DATA technology stack, including all of the following:
P2P Mobile Storage Layer:
This is a P2P-based decentralized “Mobile Metadata Management” system, or M3, based on DHT and erase coding. It was inspired by Interplanetary File System (IPFS), but designed specifically for mobile.
The blockchain layer is the DATA chain, a standalone public chain built from a fork of Ethermint (an Ethereum implementation on the Tendermint consensus engine). The public chain incorporates proof of attention (PoA) mining rules.
SDK Management Layer:
The developers kit models encoded user activity logs by non-cooperative game modeling an AI technology, generating smart contracts for device level reputation.
Application Process Layer:
This layer consists of protocols and smart contracts to perform system applications. The most important system application is fraud detection.
What Problems Does DATA Seek to Solve?
DATA believes today’s online advertising industry is filled with the following problems:
- Limitations of Centralized Systems: The middle layer of the digital economy grows in size, creating loopholes for bad players that manipulate the system for their gain.
- Severe Ad Fraud: More than 40% of online ads traffic is bot traffic, costing advertisers $16 billion per year.
- Monetization and User Experience Problems: Users rarely get rewarded for viewing ads. This is why 600 million devices worldwide use ad blocking systems, decreasing the efficiency of digital advertising.
DATA aims to use all of the following features to solve the above problems:
- Ad Flow: Ads will flow from advertisers, ad networks, and DSPs to publishers and developers, then to end users.
- Data Flow: Data will flow from the user device to the P2P-based mobile storage platform M3. The SDK protocol transforms individual devices into nodes of M3.
- Token Flow: Tokens will flow from the DATA network to users, publishers, developers, and DATA nodes. The DATA network validates data and issues tokens to relevant contributors.
DATA Versus BAT
DATA is similar to the idea behind the Basic Attention Token, or BAT, a separate blockchain-based digital token catered to the advertising ecosystem. What’s the difference between the two tokens? Here are some of the differences highlighted by the DATA whitepaper:
- DATA is a protocol token, while BAT is an application token
- DATA is designed for use across the whole internet, while BAT is exclusively designed for use within the Brave browser
- DATA is built on a standalone blockchain, while BAT is an ERC20 token built on Ethereum
- DATA rewards are distributed through a mining process, while BAT rewards are distributed when advertisers buy tokens
- DATA rewards are determined by the reputation modeling of users, while BAT rewards are rewarded simply by contributions
- DATA rewards are managed by the community, while BAT rewards are centrally managed by the Brave Company
- DATA is designed to be highly efficient, while BAT tokens are limited in efficiency by the Ethereum network
- DATA is designed to help prevent ad fraud, while BAT is “subject to ad fraud”
Obviously, the differences above are subjective because they come from the DATA whitepaper – so take them with a grain of salt.
Who’s Behind DATA?
DATA’s team includes Josh Burns, Shirley Lin, Dr. Eric Li, Victor Ye, Franklin Song, Henry Zhao, Han Liao, and Ashley Zhou. The website features biographical details about all team members, as well as links to each member’s LinkedIn page. However, DATA does not list any of their specific roles at the company.
Overall, the team has vast experience across the tech industry, including experience running companies and working for major industry giants. The team is based in the United States and China. Previous employment experience across the team includes work at Microsoft and Microsoft Research, Zynga, Oracle, MicroStrategy, Capital One, LinkedIn, Twitter, Vungle, Tencent, Alibaba, Snapchat, and more.
Data DTA ICO Conclusion
DATA aims to create a decentralized AI-powered “trust alliance” for the advertising industry. That alliance would create a more seamless interaction process between advertisers, publishers, and users.
Similar to the Brave browser and its Basic Attention Token (BAT), DATA will reward users for consuming advertisements online. DATA sees itself as a competitor to BAT.
To learn more about DATA and how it works, visit online today at DATA.eco.