“Goodbye Middle Man”: how blockchain technology will also affect digital

The most bespoken technology today is ready to change every field of innovation.


Blockchain technology has lately become very hyped by the biggest players in innovation and every industry is predicted to be interested, with major shifts in traditional business models.

This technology was originally seen by most as the support system and database of cryptocurrencies such as Bitcoin, while now, its disruptive potential is being discovered: a distributed database, able to generate universal security and trust.

That means that the traditional database as we knew it, would rapidly disappear, where now, every data injected in the system, is verified by multiple crowd-sourced nodes, aiming to guarantee trustworthiness standards unbeknownst till now.

What emerges and is able to drive value is trust, because for the first time it would be able to be the object of a transaction, giving stability to every scope where data is exchanged.

This powerful feature is derived from the decentralization of this network, where data is exchanged.

“Goodbye Middleman”, is the title of the main analysis of this topic, stating that with this new database structure all intermediate entities in services would fade away.

In the digital boundary, the magnitude of this change, seem to be quite revolutionary, bringing changes to the whole supply chain, putting the Facebook/Google duopoly at risk, which today is estimated as 70% of the digital Advertising spend (source: AdAge 2017).

Through this transactional model investors could interact directly with platforms, being sure that every user will authentically see the campaign, going far beyond the concept of impressions.

Content producers would be empowered to produce authentically engaging contests able to attract advertising investments like Google and Facebook do. This would be particularly interesting for influencers, who would also be able to give very precise data concerning their networks.

This new scenario would also suggest that single users would be engaged with microtransactions, or real rewards when a campaign is effectively seen (this is always made possible from this new database type, that is able to validate the authenticity of these behaviours) and the real beauty of this change is related to data itself, which has the same structure, based on the same database technology. This means that data becomes inter-operable, going beyond the traditional data-mining concept.