The Blockchain & MarTech Alert
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Blockchain: the Ten Commandments for CIOs - Finextra

8. CIOs should continue to develop proofs of concept internally as well as part of market consortiums

In order to get grip on blockchain and what it can mean for their business, CIOs should continue to develop proofs of concept to test blockchain’s business worthiness. Thereby they should take into account that different industry domains (upstream, midstream, downstream and marketing) and functional areas (such as commodity trading, cash management, supply chains and data integrity) are expected to adopt blockchain on different timelines.

For enterprise success, blockchain needs to be a consortium effort – not something that is used only internally. CIOs should be aware that the transformative nature of blockchain works across multiple levels simultaneously (process, operating model, business strategy and industry structure), and its success will depend on coordinated action across multiple companies. The way to create a multi-company blockchain consortium however is a very difficult one.
CYDigital/marteq.io's insight:

Moral of the story: engage with your CIO on testing, as it is unfamiliar territory for many, unless you're engaging with a 3rd party service provider.

 

Learn why blockchain is the next step for MarTech and AdTech. Read the white paper: https://www.marteq.io/#7 #martech

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New Balance Athletics Inc. Launches a Pilot Project Based on Distributed Ledger Blockchain Technology - CryptoNewz

New Balance Athletics Inc. Launches a Pilot Project Based on Distributed Ledger Blockchain Technology - CryptoNewz | The Blockchain & MarTech Alert | Scoop.it
According to the latest information, the New Balance Realchain network will be launched in alignment with the unveiling of OMN1S shoes on Friday. The project will help the new clients to record their shoes’ ownership on the decentralized chain. The purchasers of the OMN1S shoes will be given a Realchain card, which will be studded with an identity and security chip. After receiving their pair of basketball shoes, the owner can scroll through the New Balance app for scanning a QR code imprinted on the Realchain card. Also, one needs to scan the chip embedded within the card to get their shoe pair authenticated on the IOHK Cardano blockchain network.

The customers need to enter a code given on the tongue of the shoes into the app for claiming their ownership. By doing this, the particular person will be entitled to secured ownership of the shoes recorded on the New Balance Realchain platform.
CYDigital/marteq.io's insight:

Another brilliant way to apply blockchain, as it aids another level of exclusivity.

 

Learn why blockchain is the next step for MarTech and AdTech. Read the white paper: https://www.marteq.io/#7 #martech

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IRS Guidance on the Tax Treatment of Cryptocurrency - National Law Review

IRS Guidance on the Tax Treatment of Cryptocurrency - National Law Review | The Blockchain & MarTech Alert | Scoop.it
On Wednesday October 9, in Revenue Ruling 2019-24 the IRS delivered on some of those promises, publishing a Revenue Ruling on the tax treatment of forks and related airdrops and posting an accompanying information circular on its website providing a list of frequently asked questions and answers (“IRS Q&A”) that, among other things, addresses methods for determining a taxpayer’s basis in cryptocurrency. While the IRS Q&A appears to be mostly non-controversial, the treatment of forks and airdrops is likely to be the subject of debate.
CYDigital/marteq.io's insight:

When you consider cryptocurrency as a part of your marketing efforts, bear in mind that there are tax implications needing to be considered. 

 

Learn why blockchain is the next step for MarTech and AdTech. Read the white paper: https://www.marteq.io/#7

CYDigital/marteq.io's curator insight, October 21, 2019 11:16 AM

More on US tax implications from the use of crypto. If you have questions about hard forks or airdrops, let us know info@cyd.digital

 

Curated by CYDigital: Empowering Marketers, One Blockchain at a Time https://cyd.digital #zeropartydata #martech

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How Blockchain has Impacted Relationship Marketing | MarTech Advisor

How Blockchain has Impacted Relationship Marketing | MarTech Advisor | The Blockchain & MarTech Alert | Scoop.it

"Data centralization is core to digital marketing driven by data and analytics. The vulnerabilities of this data can be removed by the decentralized, and distributed ledger technology Blockchain. The security risks are taken care of by this technology, which also increases the transparency and traceability of the data.

 

Apart from the security of the data, there are concerns related to the overall cost of analysis, storage and retrieval of data. As you need to offer something in return for the data available to the intermediaries such as Google and Facebook, you end up spending a lot of money. The ROI is negligible against the spending in certain cases, specifically from these channels.

 

However, with Blockchain you can get your hands on the data without considering these middle channels. You own your personal data, and the scope for manipulation of this data reduces tremendously. 

 

As a marketer, you reduce the spend but, you also empower the consumer with a choice on sharing the data. The consumer gets the veto on the data that can be shared, and the ones that should be private. It works as a win-win situation for both, and eventually you get to score trust with the customers.

CYDigital/marteq.io's insight:

And if you want this enacted for your company, contact us! It's what we do.

 

Learn why blockchain is the next step for MarTech and AdTech. Read the white paper: https://www.marteq.io/#7

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How blockchain will transform digital signage advertising | Blockchain Tech News

How blockchain will transform digital signage advertising | Blockchain Tech News | The Blockchain & MarTech Alert | Scoop.it
 A decentralized ledger like blockchain can impact digital signage in many ways. First of all, it can help confirm impressions for digital signage advertisements. This kind of technology is already at work with the company VODXS.

On the customer level, DOOH advertisers can also incentivize customers to engage with campaigns through tokenization. For example, a campaign could encourage customers to take a picture of an advertisement and share it on their social media profiles in exchange for cryptocurrency, which can be delivered to an app.
CYDigital/marteq.io's insight:

Token incentives hold the greatest potential for the application of blockchain in any advertising effort.

 

Learn why blockchain is the next step for MarTech and AdTech. Read the white paper: https://www.marteq.io/#7

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Blockchain Marketing- The New Age Technology Holds Great Potential | Cryptomoonpress

Blockchain Marketing- The New Age Technology Holds Great Potential | Cryptomoonpress | The Blockchain & MarTech Alert | Scoop.it
  • Blockchain Adoption Exempts Middlemen Involvement: It will end the role-play of the middlemen, Google, along with an increase in the profit margin and decrease in variable costs.
  • Blockchain Ensures Trust And Transparency: Blockchain technology fosters transparency like no other medium as it gives them a sneak-peek into the production as well as supply chain pedagogy followed by the producer. 
  • Blockchain Renders Public Accountability: The use of smart contracts that are easily accessible to one and all makes it work as a platform that is accountable to the public for its actions.
  • Owners Get Paid By The Advertisers
  • Blockchain Supports Brand Imaging
CYDigital/marteq.io's insight:

It just scratches the surface of what is available right now to the Marketer.

 

Learn why blockchain is the next step for MarTech and AdTech. Read the white paper: https://www.marteq.io/#7

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Blockchain-enabled digital tokenization is poised to transform commerce - KPMG

"Welcome to the brave new world of tokenization, where digital tokens issued on blockchains are used to represent asset ownership and to efficiently facilitate asset exchange. By leveraging blockchain infrastructure, this digitalized form of currency uses digital tokens to control and exchange ownership in an asset or something else with perceived value. In doing so, tokens support transparent, immutable and frictionless transactions – and that is unlocking new models for engagement between businesses and consumers.

 

Tokens are enabling new ways to purchase products and services, enhance customer experiences, and strengthen customer trust and brand loyalty, in addition to numerous value-driving business initiatives. While still in its early days of adoption, tokenization
is already reshaping commerce by enabling new ways to drive consumer behaviors to build trust and brand loyalty. Companies that ignore the potential of tokenization to transform business models and competitive landscapes may soon be leap-frogged
by bolder players who are harnessing tokenization to create competitive advantages.

 

How? By pursuing new opportunities to drive real business value for organizations across industries."

CYDigital/marteq.io's insight:

Yet another blockchain use case for the Marketer, and another example of what we bring to the table. Go here to read the content: https://advisory.kpmg.us/content/dam/advisory/en/pdfs/2019/blockchain-tokenization.pdf.

 

Learn why blockchain is the next step for MarTech and AdTech. Read the white paper: https://www.marteq.io/#7

 

 

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Get ready for blockchain to reshape society - CIO

Get ready for blockchain to reshape society - CIO | The Blockchain & MarTech Alert | Scoop.it
Blockchain technologies like distributed consensus, tokenisation, self-sovereign identification and smart contracts coupled with AI and IoT offer a means to decentralise the running of society, not just business. 

Enterprises have organised to compete in traditional societies with centralised control mechanisms. This type of organisation will struggle to be effective when it must deal with citizens and customers whose expectations will be reset by blockchain. They will expect the enterprise to respect the new power that blockchain confers on users — especially self-determination of economic value exchange at the micro level.

CIOs tell Gartner that blockchain is a technology they want to deploy. Sixty per cent expect some level of blockchain deployment within the next three years, according to the 2019 Gartner CIO survey. 
CYDigital/marteq.io's insight:

We don't know about reshaping society, but it is certainly reshaping marketing. Learn why blockchain is the next step for MarTech and AdTech. Read the white paper: https://www.marteq.io/#7

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Building Customers Rewards Program With Blockchain - FinExtra

Now blockchain and mobile wallets are disrupting the way companies do rewards. Blockchain is cutting out 3rd parties and giving full control directly to businesses. Blockchain is a new technology that is creating decentralized and encrypted programs. It is much faster, much more secure, and transparent; everything that the current rewards system needs. Blockchain also has brought us smart contracts which, in simple form are encrypted digital contracts.

Why Blockchain is perfect for the rewards industry.

Secure. Blockchain is more secure than any previous technology. With the use of smart contracts and blockchain; customers data is protected like never before.
Fast. Blockchain, if implemented correctly cuts transaction times down to mere seconds, allowing for more accurate reward programs.
Efficient. Reward programs have billions of transactions and very large amounts of data that needs to be stored. Blockchain brings efficiency unlike anything we’ve seen before and this means huge cost savings.
CYDigital/marteq.io's insight:

It's an excellent use case, although we believe secondary to the huge advantages provided by blockchain in the realm of advertising. Learn why blockchain is the next step for MarTech and AdTech. Read the white paper: https://www.marteq.io/#7

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4 Key Insights From the Gartner Hype Cycle for CRM Sales Technology, 2019 - Smarter With Gartner

4 Key Insights From the Gartner Hype Cycle for CRM Sales Technology, 2019 - Smarter With Gartner | The Blockchain & MarTech Alert | Scoop.it
Blockchain for lead generation delivers the ability to source leads and share information using a decentralized platform in a peer-to-peer network. This is the first time blockchain is entering into the sales world, and it has the potential to have a transformational impact on the business and how sales organizations typically source leads and contact information. 

Rather than sourcing from many unreliable third-party databases, users can instead take part in a network sharing system to source leads and contacts that fit their organization, while selling leads that do not conform to their ideal customer profile to other companies that may need that lead. Currently, sales leaders will not find many vendors offering blockchain for lead generation. However, in the meantime, they can learn more about its potential use cases and prepare for an increase in the vendor landscape.
CYDigital/marteq.io's insight:

We're excited about this, as it is EXACTLY what we're doing!! 

 

Learn why blockchain is the next step for MarTech and AdTech. Read the white paper: https://www.marteq.io/#7

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Following PayPal, eBay, Stripe, Visa, and Mastercard Leave Libra

Following PayPal, eBay, Stripe, Visa, and Mastercard Leave Libra | The Blockchain & MarTech Alert | Scoop.it
Following the departure of PayPal from Facebook’s Libra project—a cryptocurrency that promises to “reinvent money” and “transform the global economy”—a new wave of departures has rocked the platform as eBay, Stripe, Visa, and Mastercard have all announced that they are abandoning ship.
CYDigital/marteq.io's insight:

We are not surprised. 

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Recapping the events of Korea Blockchain Week 2019

Recapping the events of Korea Blockchain Week 2019 | The Blockchain & MarTech Alert | Scoop.it
Vitalik Buterin highlights Grants, Hdac announced new project and Terra proves that it owns Korea
Seoul, South Korea hosted the much anticipated Korea Blockchain Week from Sep. 27, 2019, to Friday, Oct. 4, 2019. The main conference of the event, known as D.FINE, took place between September 30th and
CYDigital/marteq.io's insight:

Mike Novogratz, CEO of Galaxy Digital Holdings said:
“There were a lot of junks that raised a lot of capital but did not have sustainability. They promised a lot of protocols and an ecosystem they are going to build, and then they would attract users to the ecosystem making it a speculative asset. In order to keep a speculative market alive, you need fuel in the form of news and updates from time to time.  We must look at these tokens as venture bets.”
It is not enough to just have updates and progress. The token should have value in the system that it fuels. The system should create the value that is the standard on which the token stands. Come see how we are doing this at CYDigital.
Curated by CYDigital: 

Enabling Consumers to ControlOwn Profit from Their Data www.cyd.digital

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Blockchain-Based Ad Platform’s New Approach to Tackling Fraud - Cointelegraph

Blockchain-Based Ad Platform’s New Approach to Tackling Fraud - Cointelegraph | The Blockchain & MarTech Alert | Scoop.it
From a publisher’s perspective, AdEx’s goal is to help fledgling websites and blogs maximize the revenue from their ad space. Given how market-leading ad providers often take excessive levels of commission for the services they provide, the blockchain-based platform says it is determined to keep more money in the pockets of content creators. Another interesting twist comes in the form of micropayments, which means publishers are paid for each impression immediately after it happens. None of these features are at the expense of control, as websites can decide to decline adverts from companies that don’t fit in with their ethos.
CYDigital/marteq.io's insight:

Another platform focused on removing fraud and abuse from the advertising value chain.

 

Learn why blockchain is the next step for MarTech and AdTech. Read the white paper: https://www.marteq.io/#7

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Council Post: Receiving Blockchain: What Marketers Should Expect In The Revolution

Council Post: Receiving Blockchain: What Marketers Should Expect In The Revolution | The Blockchain & MarTech Alert | Scoop.it
Perhaps only middlemen care so much for themselves. Although online payment systems like PayPal and Venmo have cut out the drag of transferring money via banks with fewer clicks, they’ve only replaced other middlemen. With blockchain, middlemen are bypassed with the trust of a nearly invulnerable system. Marketers will reach consumers willing to accept ads with micropayments and coin systems that act like coupons. Not only does this incentivize consumers to spend more, it builds brand loyalty.

Social media advertising is cost-effective when a budget plan aligns with the bidding systems of big platforms like Google and Facebook, but return on investment (ROI) conversions are still somewhat difficult to assess. Unlocking the engagement recipe for platforms marred with privacy scandals and fake news has become somewhat of a stained course of action. Blockchain can create direct pathways from marketers to verifiable consumers.
CYDigital/marteq.io's insight:

Blockchain disintermediates. That includes the digital conglomerates.

 

Learn why blockchain is the next step for MarTech and AdTech. Read the white paper: https://www.marteq.io/#7

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EXChain on the evolvement of the digital advertising landscape

EXChain on the evolvement of the digital advertising landscape | The Blockchain & MarTech Alert | Scoop.it

"In the pilot that EXChain completed for Unilever/ADK in Japan, we tested the hypothesis of blockchain can be applied in providing advertising transparency, i.e. gaining full visibility of campaign spending elements and participating stakeholders. The pilot found out that a simple two-layer supply chain tested in the pilot took out a compound intermediary fee of 36%, and the total projected campaign spending efficiency is approximately 51% only, i.e. 49% of every dollar spent went to the tech and supply vendors. "

CYDigital/marteq.io's insight:

Blockchain provides full visibility into the complete trail of ad spending, so an audit is available to study spending efficacy. 

 

Learn why blockchain is the next step for MarTech and AdTech. Read the white paper: https://www.marteq.io/#7

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Blockchain Technology Media, Advertising & Entertainment Market - Maximize Market Research

Blockchain Technology Media, Advertising & Entertainment Market - Maximize Market Research | The Blockchain & MarTech Alert | Scoop.it
Global entertainment and media industry, currently worth at the US $2 trillion are being transformed substantially by the digital technologies in the areas of content production and distribution. Blockchain technology being one of these prominent technologies has the potential to overhaul the market framework and resolve many impending challenges by connecting various stakeholders e.g. authors, musicians, videographers directly with consumers in a way enhancing the efficiency tremendously.

The key driving forces like rising demand for eliminating intermediaries between content creators and end-users, increasing instances of data piracy in the media, entertainment, and advertising verticals, and the growing need for secure and faster transactions are fuelling the adoption and usage of Blockchain Technology Media, Advertising & Entertainment Market industry.
CYDigital/marteq.io's insight:

It's a report available for sale, but the point is this: blockchain covers all types of transactions, not just payment for content. Learn why blockchain is the next step for MarTech and AdTech. Read the white paper: https://www.marteq.io/#7

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What is GDPR and CCPA and how does it impact blockchain? | Blockchain Tech News

What is GDPR and CCPA and how does it impact blockchain? | Blockchain Tech News | The Blockchain & MarTech Alert | Scoop.it
Many privacy professionals view the European Union's General Data Protection Regulation as a watershed moment in the evolution of data privacy law. And this law, along with the California Consumer Privacy Act will have a big impact on blockchain.
CYDigital/marteq.io's insight:

For those unfamiliar with GDPR and CCPA, this is a good primer (part 1). Learn why blockchain is the next step for MarTech and AdTech. Read the white paper: https://www.marteq.io/#7

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How Blockchain Is Affecting The Marketing And Advertising Industry - Forbes

How Blockchain Is Affecting The Marketing And Advertising Industry - Forbes | The Blockchain & MarTech Alert | Scoop.it
When obstacles associated with a regulatory framework are left in the past, CMOs face a new kind of challenge -- learning how to combine profitability and privacy. So far, it’s largely been a one-way street. Websites collect user data and sell it to advertisers, who then use it for the purposes of advertising personalization.

Entrepreneurs, startups, publishers and advertisers should direct their efforts toward rewarding user attention in exchange for their data usage, which is especially important in regard to the General Data Protection Regulation.
CYDigital/marteq.io's insight:

Data has a transactional basis: you view my content, I get your data. Blockchain is a transparent, cryptographically-safe means to conduct that transaction. Learn why blockchain is the next step for MarTech and AdTech. Read the white paper: https://www.marteq.io/#7

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IBM-Unilever blockchain pilot cuts wasteful ad spend - VentureBeat

IBM-Unilever blockchain pilot cuts wasteful ad spend - VentureBeat | The Blockchain & MarTech Alert | Scoop.it
A year-long pilot that uses blockchain to improve online advertising efficiency has yielded promising initial results, according to IBM CMO Michelle Peluso.

The project has already reduced pennies on the dollar of waste in the area of ad reconciliation and brought greater transparency to the complex gauntlet of intermediaries brand advertisers have to deal with, Peluso told VentureBeat in an interview this week. And there’s more to come, she said.

Reconciliation refers to the process advertisers use to ensure contracted agreements are actually delivered. Peluso estimated the average savings at 2 to 3 percentage points, though the company is still collecting results from its multiple brand partners.
CYDigital/marteq.io's insight:

Not all of us are spending $10B/year on advertising, however, this is just another use case on how blockchain brings advantages to the Marketer. Learn why blockchain is the next step for MarTech and AdTech. Read the white paper: https://www.marteq.io/#7

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The Blockchain in Advertising Report from Intelligence - Business Insider

The Blockchain in Advertising Report from  Intelligence - Business Insider | The Blockchain & MarTech Alert | Scoop.it
Blockchain can help solve one of the advertising industry's biggest challenges: opaque advertising practices.  Publishers, advertisers, and ad tech vendors are exploring blockchain as a tool to boost transparency around ad practices, with the end goal of reducing fraud. Ad fraud is expected to cost the industry $44 billion by 2022, up from $19 billion this year, according to Juniper Research estimates. Through its function as a public database, blockchain can store information about a digital advertisement, like who has created it, while sharing it with everyone else on the network in a verifiable and immutable way. For digital advertising, that means ad impressions can be tracked along the supply chain, and advertisers can record where an ad is delivered. 
CYDigital/marteq.io's insight:

Click through to find links to their reports (subscriber access). Learn why blockchain is the next step for MarTech and AdTech. Read the white paper: https://www.marteq.io/#7

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Firm Explores Blockchain to Fight Deepfake Videos - Cointelegraph

Firm Explores Blockchain to Fight Deepfake Videos - Cointelegraph | The Blockchain & MarTech Alert | Scoop.it
Blockchain and AI are now widely used by enterprises to improve their internal processes and products. In a dedicated analysis for Cointelegraph, Julia Magas wrote that by being able to continuously analyze data under a strict protocol required for achieving desired results, AI leads the way by allowing data to be properly stratified and shared.

Blockchain lends its characteristics to make sure the data is handled in an environment that is safe from external interference, as well as tampering of data ownership and sequence.
CYDigital/marteq.io's insight:

Yet another example of how blockchain is used to secure data ownership. Learn why blockchain is the next step for MarTech. Read the white paper: https://www.marteq.io/#7

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The Latest In Financial Advisor #FinTech (September 2019) - Kitces

The Latest In Financial Advisor #FinTech (September 2019) - Kitces | The Blockchain & MarTech Alert | Scoop.it
Accordingly, it’s notable that this month the CFP Board announced that it would be expanding its list of available topics for CFP CE credit to specifically include a component for certain technology content. New technology-related CE topics going forward will include strategies to protect a client’s personal data and privacy, understanding and leveraging technology to diversity portfolios, cryptocurrency and blockchain, and cybersecurity.
CYDigital/marteq.io's insight:

I bring this up only to point out that if CFPs can receive CE credit for blockchain courses, you'd think that blockchain knowledge acquisition is paramount for the marketer! Blockchain solutions for the marketer: https://www.marteq.io.

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DMEXCO 2019: How Technologies Help to Promote Trust in AdTech - Marketing Technology Insights

DMEXCO 2019: How Technologies Help to Promote Trust in AdTech - Marketing Technology Insights | The Blockchain & MarTech Alert | Scoop.it
The greatest problem of the advertising market is that buy-side receives a very limited amount of information about purchased impressions. Sure, advertisers can track generally available metrics, such as clicks, views, performed actions. Nevertheless, this is only the tip of the iceberg, the real effectiveness of these depend on the quality of traffic, inspection of which is borderline impossible. Likewise, companies see only the total cost of services and stay largely unaware of potential hidden fees and margins.

Every year, the number of brands that no longer want to cope with this situation increase. Based on an immutable decentralized ledger, blockchain ad platforms become a new point of trust which enables complete audit for demand and supply partners on an event-level basis. Blockchain controls the integrity and chronology of transaction data placed in separate repositories. This is extremely important for combating ad fraud and protecting user data.
CYDigital/marteq.io's insight:

If trust is desired, there's no better solution than blockchain. Blockchain solutions for the marketer: https://www.marteq.io.

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iCashRewards Explores use of DigitalBits Blockchain - Marketing Technology Insights

iCashRewards Explores use of DigitalBits Blockchain - Marketing Technology Insights | The Blockchain & MarTech Alert | Scoop.it
iBank Digital Asset L.P. (“iBank Digital”, “iBank Exchange”) and iCashRewards (“iCash”) announced today that it is exploring use of the DigitalBits blockchain to tokenize iCashRewards loyalty points.

iCashRewards’ recipients will be able to use the iCash loyalty token as a form of payment on iBankEx and iCash Ecosystem, allowing users to benefit from reduced exchange and transaction fees.
CYDigital/marteq.io's insight:

Another example of how blockchain supports loyalty programs. Blockchain solutions for the marketer: https://www.marteq.io.

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Blockchain Needs Quantum-Resistant Technology Says Renowned Cryptographer David Chaum - AIthority

Blockchain Needs Quantum-Resistant Technology Says Renowned Cryptographer David Chaum - AIthority | The Blockchain & MarTech Alert | Scoop.it
David Chaum challenged the blockchain industry to focus on quantum-resistant blockchains and digital currencies: “We have no way of knowing how far along nation states are in developing quantum computers.  In the past, government entities have broken codes and possessed cryptographic capabilities for many years without anyone knowing.  The news that Google has achieved quantum supremacy strengthens my belief that quantum computing is coming and as a consequence, I believe we should all use approaches that are quantum-resistant.”

Chaum also shared details of his own new digital currency technology supported by the quantum-resistant blockchain, Praxxis which features a new approach to consensus.

The Praxxis protocol uses quantum-resistant signatures based on large random numbers while simultaneously overcoming the scalability, privacy, and security challenges faced by legacy blockchains.  The result is a useable  “purely peer-to-peer version of electronic cash” as Satoshi called for in the first few words of his whitepaper.  The protocol also addresses the consensus requirements for Chaum’s Elixxir project which protects user metadata.
CYDigital/marteq.io's insight:

We should strive for this, but not stop what we're doing until it's here. Blockchain solutions for the marketer: https://www.marteq.io.

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