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Jason Bloomberg

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Papyrus: Reinventing the Programmatic Ad Industry with Blockchain

An Intellyx Brain Candy Brief

Data-driven, programmatic ad buying for online and mobile is now an established industry, but it suffers from numerous problems. Fraud is a major issue, as well as ‘viewability’ (dealing with ad blockers), too many middlemen taking a cut of profits, as well as long settlement times, where content publishers often have to wait for up to 90 days for payment.

Papyrus hopes to address these issues by disrupting this entire industry with a decentralized, blockchain-based advertising marketplace platform.

Its technology leverages a fork of Ethereum that handles transactions with delegated proof-of-stake, a semi-permissioned approach that avoids many of the issues burdening cryptocurrencies like Bitcoin.

Furthermore, Papyrus’s architecture has two layers: a channel layer for processing data and a blockchain layer for executing smart contracts. If this architecture works as planned, it will deliver scalability and performance sufficient to meet the extraordinarily high demands of the programmatic ad business.

The company is currently working with large advertisers, content publishers, existing programmatic ad platforms, and ad agencies to achieve the critical mass of participation necessary to overcome the network effect tipping point.

Copyright © Intellyx LLC. Intellyx publishes the Agile Digital Transformation Roadmap poster, advises companies on their digital transformation initiatives, and helps vendors communicate their agility stories. As of the time of writing, none of the organizations mentioned in this article are Intellyx customers. To be considered for a Brain Candy article, email us at [email protected].

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Jason Bloomberg is a leading IT industry analyst, Forbes contributor, keynote speaker, and globally recognized expert on multiple disruptive trends in enterprise technology and digital transformation. He is ranked #5 on Onalytica’s list of top Digital Transformation influencers for 2018 and #15 on Jax’s list of top DevOps influencers for 2017, the only person to appear on both lists.

As founder and president of Agile Digital Transformation analyst firm Intellyx, he advises, writes, and speaks on a diverse set of topics, including digital transformation, artificial intelligence, cloud computing, devops, big data/analytics, cybersecurity, blockchain/bitcoin/cryptocurrency, no-code/low-code platforms and tools, organizational transformation, internet of things, enterprise architecture, SD-WAN/SDX, mainframes, hybrid IT, and legacy transformation, among other topics.

Mr. Bloomberg’s articles in Forbes are often viewed by more than 100,000 readers. During his career, he has published over 1,200 articles (over 200 for Forbes alone), spoken at over 400 conferences and webinars, and he has been quoted in the press and blogosphere over 2,000 times.

Mr. Bloomberg is the author or coauthor of four books: The Agile Architecture Revolution (Wiley, 2013), Service Orient or Be Doomed! How Service Orientation Will Change Your Business (Wiley, 2006), XML and Web Services Unleashed (SAMS Publishing, 2002), and Web Page Scripting Techniques (Hayden Books, 1996). His next book, Agile Digital Transformation, is due within the next year.

At SOA-focused industry analyst firm ZapThink from 2001 to 2013, Mr. Bloomberg created and delivered the Licensed ZapThink Architect (LZA) Service-Oriented Architecture (SOA) course and associated credential, certifying over 1,700 professionals worldwide. He is one of the original Managing Partners of ZapThink LLC, which was acquired by Dovel Technologies in 2011.

Prior to ZapThink, Mr. Bloomberg built a diverse background in eBusiness technology management and industry analysis, including serving as a senior analyst in IDC’s eBusiness Advisory group, as well as holding eBusiness management positions at USWeb/CKS (later marchFIRST) and WaveBend Solutions (now Hitachi Consulting), and several software and web development positions.