GRAND CAYMAN, Cayman Islands, Feb. 23, 2018 /PRNewswire/ -- Kochava Labs SEZC, a research and development subsidiary of Kochava Inc., announces a new advisor to XCHNG, the open source blockchain framework for the digital advertising ecosystem. This announcement wraps up a successful Fifth Annual Kochava Mobile Summit, which took place February 14 through 16 at Kochava Inc. Headquarters in Sandpoint, Idaho. Mark Connon, former Senior Vice President and Global Chief Mobile & Data Officer at AOL Platforms & Advertising, is the newest XCHNG advisor.
Kochava CEO, Charles Manning, said, "This year's Kochava Mobile Summit has
brought together over 200 mobile industry experts who were enthusiastic and
curious about the far-reaching transformative capabilities of blockchain on
digital advertising. During the Summit, conversations centered around digital
advertising's fast-moving landscape and possible solutions—all of which can be
facilitated on XCHNG and the XCHNG smart contract insertion order. By assembling
some of the leading companies and experts in digital advertising, blockchain,
markets and beyond, to be part of XCHNG, we are quickly realizing our vision of
a unified framework for the industry that is centered around the next generation
insertion order."
Several presentations during the Kochava Mobile Summit served to educate the
audience about blockchain and distributed ledger technology (DLT) and the future
of digital advertising. Summit attendees were the first to see a live demo of
the Consensus Engine Benchmark within XCHNG. The team showed transaction speeds
of the peer-to-peer layer network consensus engine, which is how transactions
are processed. XCHNG demonstrated the ability to handle 180,000 transactions per
second to a single smart contract composed of multiple insertion orders.
Attendees also discovered how new technologies like XCHNG will help fight fraud,
improve transparency, facilitate secure and efficient transactions, and most
importantly, how blockchain applies to their business.
"Beyond the hype, marketers are interested in the operational value of
blockchain being applied to digital advertising. Few companies have the capacity
to deliver on that, but marketers are seeing that we're working toward that end
with XCHNG," Manning said.
Fraud is the scourge of the digital advertising industry, conservatively
siphoning 20 percent of all ad spend and costing billions. Kochava identifies 27
percent of installs as fraudulent. In her keynote during the Summit, blockchain
expert and former federal prosecutor Kathryn Haun shed light on the darknet and
tactics of fraudsters, while Kochava shared new and more sophisticated fraud
detection and mitigation tools available now. Attendees learned that fighting
fraud involves defining it and communicating with media partners. To start,
ensuring that marketers receive clean signals (data sent appropriately) is
crucial to mitigating fraud.
Kochava Mobile Summit attendees regularly report that the event is a wealth of
rich content relevant to advertisers and publishers today and forward-looking
into the next few quarters. As such, the presentation on General Data Protection
Regulation (GDPR) regulations and requirements was lively with interactive
discussion, arming Summit attendees with insights to inform their own plans for
compliance with the forthcoming European regulations.
Kochava will sponsor the App Lounge at the upcoming Mobile World Congress,
February 26 through March 1, 2018 in Barcelona. Considered the world's largest
gathering for the mobile industry, over 108,000 attendees will be in attendance
at Mobile World Congress. At the event, the XCHNG team will host a media
breakfast with an intimate Q&A discussing the current digital advertising
landscape, XCHNG's role as a founding member of the Interactive Advertising
Bureau's (IAB) Blockchain Tech Lab, and how XCHNG is engaging all industry
stakeholders and participants from the start to construct one of the fastest
blockchain protocols in existence to handle the large transaction volumes
represented in advertising.
Since its inception in 2011, Kochava Inc. has aimed to better understand the
feedback loop between user acquisition, engagement, and lifetime value
throughout the digital ecosystem. Their clientele includes the world's top
advertisers and Fortune 100 companies, which depend on Kochava Inc. to measure
over $6 billion in ad spend annually. Through their industry-leading technology,
Kochava Inc. sheds light on the effectiveness of ad spend on all connected
devices and is uniquely positioned to deliver this blockchain solution to the
industry.