AdChain: Decentralized Header Bidding

Behkish Nassirzadeh; Albert Heinle; Stefanos Leonardos; Anwar Hasan; Vijay Ganesh

AdChain: Decentralized Header Bidding

Behkish Nassirzadeh, Albert Heinle, Stefanos Leonardos, Anwar Hasan, Vijay Ganesh

Informatics

Research output: Working paper/Preprint › Preprint

12 Downloads (Pure)

Abstract

Due to the involvement of multiple intermediaries without trusted parties, lack of proper regulations, and a complicated supply chain, ad impression discrepancy affects online advertising. This issue causes up to $82 billion annual revenue loss for honest parties. The loss can be significantly reduced with a precise and trusted decentralized mechanism. This paper presents AdChain, a decentralized, distributed, and verifiable solution that detects and minimizes online advertisement impression discrepancies. AdChain establishes trust by employing multiple independent agents to receive and record log-level data, along with a consensus protocol to validate each ad data. AdChain is scalable, efficient, and compatible with the current infrastructure. Our experimental evaluation, using over half a million ad data points, identifies system parameters that achieve 98% accuracy, reducing the ad discrepancy rate from 20% to 2%. Our cost analysis shows that active nodes on AdChain can generate profits comparable to miners on major blockchain networks like Bitcoin.

Original language	Undefined/Unknown
Publication status	Published - 21 Oct 2024

Keywords

cs.CR
cs.DC

Access to Document

2410.16141v1Accepted author manuscript, 1.54 MBLicence: CC BY

Cite this

@techreport{f6dc1746344f413f9f8484dd22a1f373,

title = "AdChain: Decentralized Header Bidding",

abstract = "Due to the involvement of multiple intermediaries without trusted parties, lack of proper regulations, and a complicated supply chain, ad impression discrepancy affects online advertising. This issue causes up to $82 billion annual revenue loss for honest parties. The loss can be significantly reduced with a precise and trusted decentralized mechanism. This paper presents AdChain, a decentralized, distributed, and verifiable solution that detects and minimizes online advertisement impression discrepancies. AdChain establishes trust by employing multiple independent agents to receive and record log-level data, along with a consensus protocol to validate each ad data. AdChain is scalable, efficient, and compatible with the current infrastructure. Our experimental evaluation, using over half a million ad data points, identifies system parameters that achieve 98% accuracy, reducing the ad discrepancy rate from 20% to 2%. Our cost analysis shows that active nodes on AdChain can generate profits comparable to miners on major blockchain networks like Bitcoin.",

keywords = "cs.CR, cs.DC",

author = "Behkish Nassirzadeh and Albert Heinle and Stefanos Leonardos and Anwar Hasan and Vijay Ganesh",

note = "Being published at MARBLE 2024 (The 5th International Conference on Mathematical Research for Blockchain Economy)",

year = "2024",

month = oct,

day = "21",

language = "Undefined/Unknown",

type = "WorkingPaper",

}

TY - UNPB

T1 - AdChain

T2 - Decentralized Header Bidding

AU - Nassirzadeh, Behkish

AU - Heinle, Albert

AU - Leonardos, Stefanos

AU - Hasan, Anwar

AU - Ganesh, Vijay

N1 - Being published at MARBLE 2024 (The 5th International Conference on Mathematical Research for Blockchain Economy)

PY - 2024/10/21

Y1 - 2024/10/21

N2 - Due to the involvement of multiple intermediaries without trusted parties, lack of proper regulations, and a complicated supply chain, ad impression discrepancy affects online advertising. This issue causes up to $82 billion annual revenue loss for honest parties. The loss can be significantly reduced with a precise and trusted decentralized mechanism. This paper presents AdChain, a decentralized, distributed, and verifiable solution that detects and minimizes online advertisement impression discrepancies. AdChain establishes trust by employing multiple independent agents to receive and record log-level data, along with a consensus protocol to validate each ad data. AdChain is scalable, efficient, and compatible with the current infrastructure. Our experimental evaluation, using over half a million ad data points, identifies system parameters that achieve 98% accuracy, reducing the ad discrepancy rate from 20% to 2%. Our cost analysis shows that active nodes on AdChain can generate profits comparable to miners on major blockchain networks like Bitcoin.

AB - Due to the involvement of multiple intermediaries without trusted parties, lack of proper regulations, and a complicated supply chain, ad impression discrepancy affects online advertising. This issue causes up to $82 billion annual revenue loss for honest parties. The loss can be significantly reduced with a precise and trusted decentralized mechanism. This paper presents AdChain, a decentralized, distributed, and verifiable solution that detects and minimizes online advertisement impression discrepancies. AdChain establishes trust by employing multiple independent agents to receive and record log-level data, along with a consensus protocol to validate each ad data. AdChain is scalable, efficient, and compatible with the current infrastructure. Our experimental evaluation, using over half a million ad data points, identifies system parameters that achieve 98% accuracy, reducing the ad discrepancy rate from 20% to 2%. Our cost analysis shows that active nodes on AdChain can generate profits comparable to miners on major blockchain networks like Bitcoin.

KW - cs.CR

KW - cs.DC

M3 - Preprint

BT - AdChain

ER -