DATA is a decentralized “trust alliance” powered by artificial intelligence. Find out what that means today in our review.
What Is Data?
DATA is a blockchain-based digital data authentication protocol powered by artificial intelligence and peer-to-peer mobile storage infrastructure.
DATA aims to solve a crucial problem in today’s online ecosystem: participants in digital ecosystems do not trust one another. That’s why participants have to interact with centralized middlemen – like agencies, DSPs, exchanges, and ad networks. This increases costs for advertisers and publishers while delivering a worse product to users.
DATA aims to solve these and other problems with a trust alliance built on blockchain technology. They also plan to implement DATA tokens (DTA) that work similar to Basic Attention Tokens (BATs): they reward users in exchange for watching advertisements. Unlike BATs, however, DTA tokens will be earned anywhere on the internet – not just within a specific browser.
What Problems Does Data Seek To Solve?
The DATA whitepaper mentions all of the following problems:
Limitations Of Centralized Internet Advertising Bureaus:
Centralized internet advertising platforms like AdWords grow in size, but create loopholes for bad actors. These actors manipulate the system for their own personal gain.
Severe Ad Fraud:
More than 40% of online advertising traffic is bot traffic, which costs advertisers $16 billion per year.
Monetization And User Experience Dilemma:
Users rarely get rewarded from advertisements, which is why 600 million devices use ad blocking technology, decreasing the efficiency of the advertising ecosystem.
Overall, today’s online advertising industry is losing money to fraud and other issues, and many of these issues can be traced to a lack of overall trust. DATA aims to solve these problems.
How Does Data Decentralized AI Trust Alliance Blockchain Work?
Obviously, the problems listed above are some of the biggest problems in the global advertising industry – so how does DATA plan to combat these problems? DATA aims to implement three specific solutions, including:
Ads will flow from advertisers, ad networks, and DSPs to publishers and developers, then to end users.
Data will flow from user devices to a P2P-based mobile storage solution (M3). DATA will use an SDK protocol to transform individual devices into nodes of M3.
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.
The DATA technology stack, meanwhile, consists of four critical layers, including:
P2P Mobile Storage Layer:
DATA uses a P2P-based decentralized mobile metadata management (M3) system based on DHT and erase coding. It’s similar to IPFS, but designed specifically for mobile devices.
DATA’s blockchain is a standalone public chain built from a fork of Ethermint (which is the Ethereum implementation on the Tendermint consensus engine). DATA uses proof of attention (PoA) mining rules.
SDK Management Layer:
DATA uses an SDK management layer to log encoded user activity. User activity can include non-cooperative game modeling and AI technology that generates smart contracts for device-level reputation tracking.
Application Process Layer:
DATA’s application process layer consists of protocol and smart contracts to perform system applications – including fraud detection applications, micropayment applications, ad exchanges, and more.
Data DTA Token ICO Details
The ecosystem revolves around DATA tokens, or DTA. Similar to the Brave browser’s Basic Attention Token (BAT), DTA tokens reward user attention when users watch advertisements. They’re protocol tokens that can be earned across the entire internet – not just within a specific web browser. DTA tokens are rewarded based on a user’s reputation. The company isn't holding an ICO for the DTA tokens as they are mined.
Who’s Behind Data?
DATA is led by Josh Burns, who previously co-founded 6waves U.S. He has also managed and launched 100+ apps from top developers and previously worked at Electronic Arts and Zynga.
Other listed members of the team include Shirley Lin (Evangelist), Dr. Eric Li (CTO), Victor Ye (Co-Founder), Franklin Song (Co-Founder), and Henry Zhao.
DATA is based in San Francisco. The core team is based in the United States and China and includes members from Microsoft and Microsoft Research, Zynga, Oracle, MicroStrategy, CapitalOne, LinkedIn, Twitter, Vungle, Tencent, Alibaba, Snapchat, and others.
DATA is a decentralized AI-powered trust alliance that aims to change the way we interact with each other online. Today’s digital ecosystem consists mostly of untrusted parties. These parties don’t trust each other, which is why we need to work with centralized intermediaries like advertising agencies.
DATA, on the other hand, envisions a different solution. DATA will reward user attention while offering a P2P-based mobile data storage protocol, device-based P2P reputation management, fraud prevention applications, and other protocols. The goal is to reduce fraud in the ad industry, avoid overly complex middle layers, and enhance monetization across the digital ecosystem .