we construct the ad4th insight platform using icon › whitepaper › webloc+protocol_en.pdf · we...

we construct the AD4th Insight Platform using ICON

weBloc is the first blockchain project initiated by AD4th Insight.

Partnering with iCON, AD4th Insight is the leading company in blockchain-based digital marketing.

AD4th Insight covers all digital advertising area

50M$

35M$

25M$2016

2017

2018(E)

Over 300,000+

Mobile APP/Web, PC Web Connected with API/SDK

Covers 93% Mobile ADID,

Covers 80% Browser Cookies in Korea

Over 150,000+ ON/OFF-Line Client

Problem Recognition

We want to build a market where sellers can genuinely understand User intention so that users can make purchases at reasonable prices by cutting out the middleman.

Tokenized Advertising Alliance

Considering the fact that the advertising ecosystem is the link between sellers and potential users, providing a protocol that can apply the token economy to this link will be the beginning of our plan.

Targeted User Intention

Next, we will build a structure to map users’ direct purchasing information onto sellers, establishing the group purchase ecosystem directly connecting users with sellers.

Tokenized Commerce Ecosystem

Eventually, we will create global Community in the commerce ecosystem where targeted audiences are actively engaged.

Tokenized, Advertising-Commerce Community

to add value in the blockchain ecosystem

In order to achieve this goal, we will shift the advertising market incurring huge relay costs toward the token economic system, gradually returning value to users. Consequently, we would be able to build direct channels to collect user intentions.

The current document is produced to explain the concept of weBloc’s business and not an official version of the White Paper. The current document does not

include every detail of content that will be included in the official White Paper. The official version is planned to be posted on www.webloc.io in May. If you

want to receive the official version of the White Paper, please visit our website and leave your Email address. Detailed content of this document can be

modified before the release of the official version and does not include content related to ICO. The content of the current document is not legally binding and

the document has been developed for a better understanding of the business concept. If there is any question, please send an Email to the following Email

address: [email protected]

Tokenized Advertising Alliance Protocol

One Page

What it Does

weBloc suggests a Digital Advertising Alliance shifting from the media-focused advertising market to an incentivized advertising market where a blockchain-based token economy can be applied.

We firmly believe that if the advertising ecosystem can be decentralized on the blockchain, advertisers can execute their advertisements at reasonable prices while users can get direct economic values as rewards by evaluating their contribution to values generated in a fair and transparent manner.

To achieve this goal, weBloc has made a technical MOU with iCON, providing the advertising platform to Dapps on the iCON Main Net. We will create a new blockchain-based advertising ecosystem through the weBloc Protocol.

The economic value created by users’ contribution belongs to the profit of media. It is true that media make efforts to increase users’ satisfaction level by enhancing the quality of services continuously. Basically, however, the value users generated is not economically evaluated and does not return to users in the form of direct economic rewards.

The question whether all users’ contribution value is equal can be interpreted into a question whether all advertisers’ advertising fees are same. Certain keywords of search advertising required high prices per click in a certain period of time to execute the advertisements. In case of display advertising, advertisers need to pay higher prices to expose their advertisements targeting certain groups of users. However, such users generating higher added values do not get recognized as more valuable users and rewarded.

Why it’s Important

?

!If it is possible to clearly define users and expose advertisements to those users, advertisers do not need to spend too much on advertising and can provide the extra advertising costs to their users as rewards. In the meantime, users can get fair rewards from the economic value generated by their participation in advertising through the blockchain token ecosystem. In order to shift the conventional advertising ecosystem to a blockchain-based one, various advertising platforms are required to exist in the market and those advertising platforms are connected with each other on a blockchain-based protocol to expand.

Founding Team

Advisor

How weBloc WORKS

CEO J HongNaver

riotgames

CTO Jh BackNaverKaKao

Capstone EK Song

ICONKJ Eee

ICONJH Kim

UnblockHW Eee

professor M Hong

Investors and Partners







V 0.5


Concept

Abstract

weBloc : Tokenized Advertising Alliance Protocol

In the digital world, advertisements are exposed to users through various kinds of media including platforms

and services. Those users participated in the advertisements are the ones who decide how much value

media can have.

Advertisers keep spending money on attracting more users while media make efforts to secure as many

users as possible, investing in services and hosting various events.

As stipulated, the advertising ecosystem in the digital world consists of advertisers, media, and users. Media

have been leading the ecosystem connecting advertisers and users, making advertisers pay more to take a

better advertising spot on the media.

In the meantime, media can reinvest in their services to increase users’ satisfaction level with the profits.

However, the increased economic value of media does not lead to an increase in the economic value users

can have via their contribution. On the contrary, users take the burden of increased advertising costs

generated by the additional expenses advertisers paid.

We firmly believe that if such an advertising ecosystem is decentralized based on blockchain technologies,

advertisers can put their advertisements on media at reasonable prices while the value of users’

contribution can be recognized in a fair and transparent manner, directly giving the economic value back to

users.

weBolc will take the initiative of shifting the conventional advertising ecosystem toward the Token Protocol

connecting advertising platforms to all parties to build a digital advertising ecosystem based on blockchain.

Problem Recognition


In the digital world, the very basic method of running business and earning profit is to gather users and

expose advertisements to them, making profits.

Eventually, users’ contribution to the digital world can be interpreted into economic value while the

economic value in the current digital world is limited to the quality of services media provide to users.

There are two fundamental problems in the current value-rewarding system

Q1. Do users get direct economic rewards for their contribution?

All economic values generated from users’ contribution belong to the media. It is true that media

continuously make efforts to increase the users’ satisfaction level by providing a better quality of service to

users to retain them. But fundamentally users do not get direct economic rewards for their contribution and

the value created.

Q2. Does every user have the same value?

The question has the same meaning as a question whether all advertisers pay the same amount of

advertising fee. In terms of searching advertising, certain keywords require very high costs per click in the

very certain period of time. In case of display advertising, relatively high costs are required to expose

advertisements to certain groups of users. However, again, those highly value-adding users are being

treated equal to ordinary users and do not get better rewards.

weBloc strongly believes that users must get rewards in a transparent and fair manner for the value they

contributed and created. With the fair compensation, it would be possible to prevent the social and

economic costs users pay from increasing, eventually.

Why Digital Advertising Alliance?

Advertising in the digital world has been established by large media companies.

The media including portal sites and messaging applications where many users visit and use everyday have

huge economic value in the digital advertising market. Advertisers compete each other and spend more and

more money on such media to expose their advertisements to users by putting them on effective and

efficient spots, increasing the advertising fees.

The reason why advertisers are focusing on large media and willing to pay more to win the competition is

very clear: those media have many users to participate in the advertisements.

Considering the fact that there are real users not just cheery pickers, if it is possible to expose

advertisements to certain groups of users, or target users, advertisers do not have to spend a massive

amount of money on putting their advertisements on a better spot. They can give rewards to the target

users and the users can get compensated from their contribution through the blockchain-based token

ecosystem.

In order to shift the conventional advertising ecosystem toward a blockchain-based one, there has to be

various advertising platforms in the market and the platforms have to be connected through the blockchain-

based protocol to have an greater impact. As small DSPs (Demand Side Platforms) have gathered up and

created a large AD Exchange market, the weBloc protocol forms a DDA (Digital Advertising Alliance) to open

the new era of the blockchain advertising market.

Digital Advertising Alliance


The partners of weBloc started establishing the Digital Advertising Alliance and weBloc keeps making efforts

to develop new partnerships to build a new advertising ecosystem based on blockchain

weBloc Partners

The sales of the weBloc Partners have increased by 35% compared to those in 2016, surpassing ₩31 billion

in 2017.

The total sales of the top 50 advertisers

₩3.77 billion ₩13.46 billion ₩3.31 billion

Major AdvertisersDaum(kakao)

Snow (CAMP MOBILE)NextApps (metaps+)

SK BroadbandsIfamily SC

ROEN ob/gyn

HAVE&BE(Dr.Jart+)CVSnet

(convenient store delivery service)BIO11

Characteristics of the top 50 advertisers’ businesses

Direct advertisers mark high sales in terms of application marketing.

Labs/Agencies take 90% of the sales of focusM.

Sales related to hospitals and medicine are high.

Offline direct advertisers take a bug portion of sales.

Sales related to branding companies take a bigger potion.

Goldenax has secured many convenient store related direct

advertisers.

Overlap Rates of the top 50 advertisers

The aggregate sales of the three companies’ top 50 advertisers are about ₩20.5 billion (0% overlap rate)

Blockchain Technology

Network participants of networks on the weBloc Protocol will be the nodes of the network and all generated

data and transaction records will be stored transparently.

Transaction records and advertising data generated by participants will be safely stored under the rules set

by weBloc and the participants will be rewarded according to their participation level.

weBloc Protocol will be realized on the blockchain technologies of iCON, which has been already listed on

the trade market having 1 trillion won worth of market capitalization, qualified security level, and

technological prowess.

With the proof of cryptocurrency on the decentralized blockchain, it is possible to store the data of all

events transparently and build an ecosystem where trust is not needed and prompt and safe economic value

is generated. Such value will be provided to the participants on the network. The Protocol on the blockchain

will connect the participants on the network and let them agree to add new information among participants.

weBloc Protocol will support all Dapps built on the iCON’s Main Net network to be connected on the

blockchain advertising platform. weBloc Protocol will contribute to establish an advertising ecosystem based

on blockchain and expand it.

Protocol

weBloc Protocol enables various advertising platforms to build their own ecosystem based on blockchain and

to give rewards to advertising participants in a fair and transparent manner.

• Platforms participating in the network can hold their own ICO and raise funds.

With simple operation, it is possible to get all the help needed to issue tokens for ICO, build Inflation policies

and sales strategies, and manage the schedule. All ICO under weBloc Protocol will be supported only by ICON.

• Users on the network can participate in advertisements to get tokens as rewards

Users who participated in advertising or created value with their contribution will get rewards. weBloc

Protocol takes the rewards for the users who created value with their contribution for granted and the

platforms participating in network can adjust the reward ratio and the maximum volume of token according

to the participation-reward policy.

• weBloc Protocol allows trading of tokens on the Trade Market, having the same effects as listing on the

stock market.

When participants use the Trade Market through the link of weBloc Protocol, they can enjoy the same results

as being listed on the coin-trading markets as weBloc promises the exchange value in advance for those

participated in the network and reserves a certain ratio of tokens to provide liquidity to the participants.

• Platforms participating in the network can directly use the weBloc token, making it possible to acquire

the existing users.

Platforms participating in the network can directly use the weBloc token as rewards for users. Thanks to this,

it is possible to directly acquire users using the existing platforms.

• Possible to design various reward policies

The payment models including CPI, CPC, CPV, and CPM that have been used in the conventional digital

advertising market can be also utilized to design various user-reward policies.

• No cost for participating in the network

weBloc Protocol is free to use and technical support is always available via the development center.

weBloc Protocol

Token

weBloc is a token based on ICX and will be issued according to the users’ contribution and participation in

the weBloc network in a transparent and fair manner. It can lead to active participation of users into the

weBloc ecosystem and positive impacts on the growth of weBloc network platform.

The tangible assets in the weBloc network are defined as weB and weB Power.

weB

The value of all tokens issued through the weBlock Protocol can be calculated by weB. weB token can be

traded in the Trade Market or used as the payment method, defining the market value and size.

weB Power

weBP is the platform token that can be used as an original token for maintaining the size of the weBloc

ecosystem and expanding its future value inside the weBloc ecosystem.

Users need to convert their weB into weBP tokens to enter into the weBloc network and weBP will be

provided in accordance with users’ contribution level.

Participants can engage in advertising and get weBP as rewards and 25% of the total tokens issued will be

provided to the network participants on the weBloc Protocol.

weBP can be exchanged to weB and weBP will be returned to the user over a period of thirteen weeks, via

13 equal weekly payments, starting one week after the exchange request is initiated. As a basic assumption,

participants are expected to contribute to the weBloc ecosystem in the long-term point of view. In order to

secure the stability of the network, users are required to hold weBP for 3 months (13 weeks) as a policy. By

having the minimum volume of liquidity, it is possible to provide great incentive value.

weBloc Ecosystem

Liquidity

In the weBloc ecosystem, it is possible to connect and link with various advertising

platforms based on equity financing and weBloc Protocol, increasing capital.

According to the expansion of the weBloc ecosystem, capital flow channels will be continuously increased.

Equity financiers can earn profits as the weBloc ecosystem grows. The equity financed based on such rights

can be exchanged after certain periods of safeguard deposit preventing financiers from short-term

conversion.

weBloc Flow

Expansion Scenario

The weBloc ecosystem allows participants to get transparent rewards by quantifying their contribution into

economic value through the decentralized and incentivized Digital Advertising Alliance.

Such value can grow together with the growth of the weBloc ecosystem along with continuous rewards. In

fact, this type of rewarding systems has been also utilized in not a blockchain-based services but many

“centralized” services. In general, such rewarding services consist of the Reward Ad where users get

liquidated points via participation and the service point where users get liquidated points via writing reviews

and comments.

As the reward system is a centralized platform controlled by service providers, it would be difficult to

evaluate the value of participants’ contribution on the growth of service value. Although service providers

provides service points as compensation for the contribution, the points are considered liabilities. In addition,

service providers have to provide a certain amount of points to maintain the scale of liabilities, limiting the

usage of the points.

weBloc is preparing a reward system where participants can take back the value of the service that has

grown thanks to their contribution. Such a decentralized reward system based on blockchain shows a strong

social demand for ensuring participants’ rights and execution of economic value. This is planned to be

expanded into various services continuously.

As the advertising network grows, weBlock can provide various programs linked with token-trading or other

services on the network where the reward value can be exchanged.

The expansion of the weBlock ecosystem will lay the foundation where the participants who contributes to

the growth of service value can get rewards in a fair and transparent manner.

Expectancy Effects : Token Value

Value Contribution

The key to the weBloc ecosystem is the algorithm that fairly evaluates the contribution of participants.

The weBloc ecosystem is designed to apply the advertising models that have been used in the conventional

digital advertising ecosystem, being utilized as the calculation methods of reward value according to the

sales methods.

• Reward Advertising

It refers to a type of advertising giving rewards for users’ participation using points. The value of such points

can be replaced with tokens. In the reward advertising, when participants accomplish a certain action

expected from them, they will get rewards according to the preset contribution value.

• Exposure, Click Advertising

It refers to a type of advertising giving rewards when advertisements are exposed or users click on

advertisements. It is one of the most frequently used advertising models charging the costs to advertisers.

As participants have a small impact on contribution to the economic value in this model, participants hardly

get rewards. However in the advertising ecosystem on blockchain, any small amount of contribution to

economic value will give rewards to participants.

• Purchase Conversion Type Advertising

It refers to a type of advertising giving rewards when users make purchase of advertised items or participate

in certain events. As the unit price of such advertising is high but the conversion rates are low, it is not the

type of advertising media prefers. However, the weBloc ecosystem on blockchain can induce active

participation from users based on the reward system and most of value created can be given back to users.

This is the point where the weBloc ecosystem makes difference from the conventional advertising

ecosystem.

• Video Advertising

It refers to a type of advertising giving rewards for watching video advertisements. In the conventional

advertising ecosystem, users have been forced to watch video advertisements for a certain period of time

before they watch certain video content. However, it is no longer required to force users to participate in

advertising in the weBloc ecosystem.

Value Model

weBloc Issuance Model

The proportion of rewards generated by participation in advertising accounts for 75% of the total weBloc

issued and the other 25% can be provided to the networks and cooperation committee participating in the

weBloc ecosystem . The incentives in accordance with the participation level will be provided in weBP.

Contribution Level in weBloc Advertising

The rewards for contributing in advertising will be decided by applying the calculated value based on

advertising models and the weighted value reflecting the pre-existing participation rates.

𝛼 × 𝐹𝑟𝑒𝑞 + 𝛽 × 𝐶𝑜𝑛𝑡 + 𝛾 × 𝐻𝑜𝑙𝑑𝑖𝑛𝑔 − (𝛿 × 𝐴𝑏𝑢)

(𝛼 + 𝛽 + 𝛾 + 𝛿 = 1)

Sustainability

The rewards for participating in advertising are meant to give weighted values to participants who can make

contribution to the growth of the weBloc ecosystem. Contribution values will be calculated by applying the

weighted moving average to users who have continuously participated in advertising.

Cooperation Committee

Additional rewards will be given as much as participants contribute to the growth of the weBloc ecosystem.

In the meantime, the growth of the weBloc ecosystem will evolve into a healthy enough ecosystem where

all the participants can have benefit.

Every record of participation in the weBloc ecosystem is under the principle of reliable and trustworthy

distributed ledger technology showing how much rewards have been provided to the participants, leading to

self-purification efforts.

Nevertheless, however, it is required to monitor and prevent a few frauds. The cooperation committee will

play the role.

The cooperation committee will be elected through weBloc Power. The committee’s activities can be

distinguished into advertisement evaluation and purification on participation in abuse of advertisement.

Advertisements requiring abnormal behaviors or fraudulent participation from users will be prohibited by

advertisement evaluation. And participation in abuse of advertisement includes getting rewards repeatedly

by abusing.

All activities suspected to be abusing recognized by the system will be sent to the cooperation committee. If

more than the half of the committee members agree that such activities are abusing, they will be defined as

abusing activities and all contribution rewards given for the activities will be collected and stopped. All

collected tokens will be burnt.

Growth of Ecosystem

As defined in the value model, increase in the number of users has a logarithmic correlation with inflation of

weBloc coin in the ecosystem, deciding the issuance volume of weBloc Token.

Issuance speed of weBloc coin will decrease as time goes on.

[weBloc Issuance Speed]

weBP by user

# of weBP

Roadmap

2018. 2Q

2018. 3Q

2018. 4Q

2019. 1Q

2019. 2Q

2019. 3Q

2018. 4

Technical MoU with theloop

2018. 5

Participation in Consensus 2018

Distribution of the concept whitepaper

2018. 6

Distribution of the official whitepaper

Distribution of the technical whitepaper

IFO open

2018. 7

PoC (Reward-based advertising platform) launch

API open for rewarding-advertisement platform

based on ICX token

2018. 9

Advanced reservation: start to participate

2018. 4Q

Wallet (Web)

Independent Platform: Beta open

2019. 1Q

CPI Ad-based protocol beta open

2019. 2Q

Protocol beta open

2019. 3Q

Official Protocol open

Team and PartnersTokenized Advertising Alliance Protocol







V 0.5

Team

James BaekCTO

Xhift Co-founder CTO KAKAO Searchengine EngineerNAVER blog, map EngineerYonsei univ. Civil Engineering

NamHyun KimCOO

SYL Company CEOT-on Network COOSportsChosun Mobile TeamleaderYonsei univ. Psychology / Sociology

Hyun OhCAO

GS Homeshopping Cooperate VCLG electronics SW engineer, Strategy Chungang univ. Electronics Engineering

Wusic WeCSO

KAKAO Biz-data analystNHN Enter. Team leader, AD Tech (DMP)FSN(Cauly) Co-founderNAVER Manager, SearchAD Product ManagerKorea univ. Statistics

Lena eunhea KimCBO

Ebay Team leader, Strategy & DevelopmentAccenture Management ConsultantIBM Senior ConsultantNAVER Manger, Biz marketing CommunicationSeoul National univ. MBA

Joon HongCEO

NAVER Search Ad TeamleaderRIOTGAMES (LOL) Business Dev. DirectorFSN(Cauly) Co-founderGS homeshopping VC Dankook univ. Computer Engineering

Core Members

Team

Woong KimE.I.R

Joon ChungE.I.R

jeter park Assistant Director

Jeff Jang Managing Director

E.I.R

Marketing & Strategic planning

InYoung YouJace Yeom

Bisu KimSteve Cho

Lily BaekEdin Kang

Ant SongJD Baik

John Suh

Jason Yang Assistant Director

JaeYeop Jung

SeungTae Nang SungWoo Park

Geony Lee Zoe Kim

Teddy Hong

development

Advisors

EK SongCEO of Capstone Partners

KJ EeeICON Foundation Council

JH KimICON Foundation Council

HW EeeCEO of LINE Unblock

M HongSCH Univ. Professor

Jay KimICON Foundation Council

Hoon LeeICON Foundation Council

Min KimICON Foundation Council

HG LeeICON Foundation Director

JH JuenNomad ConnectionICON Foundation Director


Blockchain Partners

Investors

Data & IT Business


Community & Contents

Commerce & Market


Digital Advertising

Thank you

web www.webloc.io

http://www.webloc.io/

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