By Elijah Masek-Kelly for

Advertising is a tried and tested method that many businesses hold as an integral part of their growth strategy. However, in a digital world where consumers are overwhelmed and bombarded by a staggering amount of advertisements every day, they are becoming less and less effective. In fact, the average click-through-rate is just 0.05 percent across all ad formats.

This means businesses are operating on very thin margins of success and that only in an economy of scale will they get the results that actually make a difference for their bottom line.

The problems in the advertising industry go beyond just the desire for more customers: They are also challenges for the consumers and for the publishers. Consumers are bombarded with a seemingly endless stream of often irrelevant content, which makes them turn a blind eye to the ads they see daily. For publishers, bots and fraud are destroying their relationships with advertisers and making their work less effective.

While all this might seem bleak for those thinking of launching an ad campaign soon, it is also an indicator that the programmatic advertising industry is ripe for disruption. Enter AI and blockchain solutions.

How Can AI and Blockchain Improve The User Experience?

Too often, consumers are bombarded with ads that are totally irrelevant to their needs. This just annoys consumers, which keeps advertisers and publishers uncertain on how much revenue their ads are likely to generate. Of course, there are targeting methods that attempt to display more relevant content, but the fact remains that individuals cannot be effectively grouped together for marketing purposes.

There needs to be a personalized and individualized approach to get the best results. In fact, according to the Adobe Digital Insights Advertising Demand Report, 78 percent of consumers prefer personalized advertisements, yet only 28 percent believe that it is done effectively. However, with the speed and frequency of online advertising, it’s actually impossible for any human to do.

This is why companies like Ubex are developing artificial intelligence solutions that make it possible to provide a more personal and direct advertising messages to users. The Ubex platform aims to enable AI with a capacity to leverage website and user information that was captured by blockchain technology in order to serve the most appealing and relevant ads at all times.

It’s believed that this intelligent advertising algorithm will cause consumers to respond more eagerly to online advertising while providing more revenue for advertisers and publishers in the meantime. The days of businesses having to hire marketing experts to test untested online ad campaigns could be in the past.

What this boils down to is that consumers will only see ads that actually appeal to them, which would subsequently lead to a better experience for them, more conversions for advertisers, and easier revenue for publishers.

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A lifetime serial entrepreneur, mentor, advisor, and investor. Obsessed with the infinite realm of possibility in the digital transformation of the world, digital media, marketing and the blockchain.