The ads game is a triangle trade between user, publisher and advertiser, that at its most reductionist looks like this: A publisher provides a service, website, app or other user experience for free to a user, who pays nothing for that service, while some advertiser pays for a tiny slice of the user’s attention, and pays the publisher an amount $ₐ ... See more

Advertising seems like some fat vampire squid sucking value out of everything, while from the inside it feels like being stuck in the dilemma of giving away an expensive service (run by people in your company who don’t give a shit about ads and frankly would rather they disappear), and flaky advertisers who are always one bad quarter away from bail... See more

If you think about it though, the one piece of core Web 2 infrastructure where the blockchain is actually the most natural way to engineer things is … attribution. What else is a company like Branch Metrics (my former employer) or the internal attribution system at giants like Facebook, but a large, distributed, semi-private ledger of online events... See more