基于区块链的在线广告投放模型  

Online Advertising Model via Blockchain

作　　者：陆歌皓[1] 李翔宇 LU Ge -hao;LI Xiang-yu(School of Software,Yunnan University,Kunming 650091,China)

机构地区：[1]云南大学软件学院,昆明650091

出　　处：《计算机科学》2019年第4期300-308,共9页Computer Science

摘　　要：以互联网广告为代表的数字媒体广告在飞速发展的同时也显示出许多亟需解决的问题,例如,数字广告的过程不透明,反馈数据造假、多级代理导致的效率低下等问题被放大,广告主的海量投资在不明就里的情况下被浪费掉。区块链技术提供了一种去中心化的、可信任的点对点分布式网络解决方案。文中基于区块链、智能合约等技术,尝试构建了具有分布式点对点网络、去中心化、数据不可篡改、交易过程透明且可追溯、共识信任机制等特点的在线广告投放模型,以探索一种新的广告商业生态系统,为广告主和广告从业者提供安全、自由、高效、自动化、智能化的交易市场。结合在线广告过程,阐述了基于区块链的在线广告投放模型的运行过程。最后,展望了方案中涉及的智能合约、商业模式以及与其他成熟技术相融合等可继续深入探究的方向。Although the digital media advertising industry represented by the internet advertising has rapidly developed in recent years,some urgent problems are continuously emerging,such as the opaque process of digital media adverti- sing ,falsified feedback data,low efficiency caused by multi-level agency,and advertisers’ resources and funds are wasted without knowing statistical response.Blockchain technology provides a possible solution with a decentralized trusted P2P distributed network.Using the technologies such as Blockchain and smart contract,this paper attempted to construct an online advertising model via Blockchain which possesses some extraordinary characteristics like distributed P2P network,decentration,non-repudiation,tamper-resistant,transparency in trades,traceability and trusted consensus mechanism,so as to explore a new advertising commercial ecosystem,thus providing a safe,unconstrained,efficient,automated and intelligent electronic marketplace for advertisers and other advertising practitioners.In the combination of advertising practice and Blockchain technologies,this paper also depicted a complete running process of online adverti-sing model via Blockchain.At last,this paper gave some prospects of smart contracts and business models,as well as further combination with other mature technologies.

关 键 词：区块链 数字广告 广告数据 商业模型 PBFT 

分 类 号：TP315[自动化与计算机技术—计算机软件与理论]