Lydian™: The Whisper Network Protocol™
For those among our participants (and our fellow colleagues) who celebrate the Lunar New Year, we wish you all a very Happy Chinese New Year, [Kung Hei Fat Choy!]. This 2019 Chinese New Year celebrates the year of the boar! This zodiac symbolizes prosperity, good health and lots of luck. Well, at least that is what one feng shui news article informed us ;). In any case, we are liking the odds as our team continues to make progress with their tests and yield awesome data.
As brands continue to gear up for their 2019 marketing strategies, the focus has peaked industry-wide to incorporate the blockchain technology within the retail sector. On that note, in this newsletter please find a highlighted view of our path as we continue to work on the blockchain's competing technology, the Directed Acyclic Graph (DAG), to develop the Whisper Network Protocol™.
Our team has been striving to solve the material challenge of scalability that has plagued the blockchain adoption. As we have shared in the past, our developers are engaged in production tests for the development of the Whisper Network Protocol ™, since the blockchain itself is limited due to its linear nature. These repeated tests are essential as these test environments mitigate against the errors since the very nature of the blockchain prevents any possibility of amending the data that has already been recorded. Now, as the blockchain becomes larger, it will continue to take longer to validate the transaction, resulting in a huge challenge for the advertising sector to adopt this technology. On the flip note, the Lydian™ developers have been tasked to replicate consistent findings where this delay in verifying the ad impressions can be avoided. The task is thus to render the activity of an ad impression: available, served, viewed, or engaged at a faster rate than when the same campaign is run on the blockchain simulation. This working model would prove huge cost-saving measures as publishers would avoid high fees, brands would not be charged for fraudulently recorded ad impressions, or have deflated expectations on their marketing campaigns. These early test findings would also validate the feasibility that DAG's non-linear approach can be stable at scale. No doubt further testing would need to be conducted with larger scale campaigns, high traffic publishers and a variety of stress test variables. Nevertheless, the initial data shows that DAG has the larger scalability potential than blockchains, which is important given the current scalability limitations of most large blockchain networks.
In Q2, the team is gearing up to validate the findings with larger partners and assess the response time in relation to the available ad impressions as well as validate the recorded transactions. These early findings are instrumental in narrowing the scalability issues. Needless to say, as with any testbed protocol, it is essential to have the right tools and environment (in this case test campaigns, publishers and targeting schemes) in place to have meaningful results. We look forward to reporting our findings.
It is also important to note that the second biggest challenge to the adoption of DApps remains the same: the blockchain technology and DAG itself are new concepts for brands and publishers alike. The majority of the industry is still in the dark on these innovative concepts. Therefore, it is no surprise that to explain and help garner support for the adoption of this complex technology, brand marketers will require even more education before the industry begins to understand and trust its capabilities.
That being said, our team is committed to unraveling the possibilities of the Whisper Network Protocol™. We are determined to end the high fees publishers and content providers have to pay, to remove the need for miners with their own agendas, and to stop bot traffic from being recorded as paid traffic.
Here's to a great year! We look forward to keeping you updated on our progress.
Kung Hei Fat Choy!