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THE USE OF BLOCKCHAIN TECHNOLOGY IN DIGITAL ADVERTISING AND MARKETING SECTOR: MODELING STUDY AND A CONCEPTUAL FRAMEWORK

Yıl 2021, Cilt: 4 Sayı: 2, 165 - 171, 30.12.2021

Doruk Ayberkin Üstün Özen

https://doi.org/10.46238/jobda.1021911
Cited By: 1

Öz

The budgets allocated to the digital advertising and marketing sector have been increasing exponentially in recent years. However, this increase has brought many sectoral problems such as the increase of intermediaries, privacy violations, and click fraud on web pages. Although there are numerous problems that may arise in the process between the advertiser and the end-user until the payment is made, in our study, we evaluated how to complete the process without intermediaries and with a focus on trust. We tried to create a conceptual framework by offering appropriate solutions to disadvantaged situations.
In the conceptual framework we offer, we use Blockchain technology, which ensures that the transactions and data used are in a decentralized structure without being under the control of any third party, and smart contracts running on the same Blockchain network. Diagrams and models prepared in the study will be able to form the basis for future studies. Thanks to this study, a broader conceptual framework will be created and additional contributions to the advertising distribution economy will be provided.

Anahtar Kelimeler

Blockchain Smart Contract Solidity Digital Advertising and Marketing

Kaynakça

  • Anjum, A., Sporny, M., & Sill, A. (2017). Blockchain Standards for Compliance and Trust. IEEE Cloud Computing. https://doi.org/10.1109/MCC.2017.3791019
  • Bezovski, Z., Apasieva, T. J., & Temjanovski, R. (2021). The Impact and the Potential Disruption of the Blockchain Technology on Marketing. Journal of Economics, 6(1), 13–22. https://doi.org/10.46763/JOE216.10013B
  • Bogart, S., & Rice, K. (2016). The Blockchain Report: Welcome to the Internet of Value. Needham. https://doi.org/10.15623/ijret.2016.0509001
  • Chang, S. E., Chen, Y. C., & Lu, M. F. (2019). Supply chain re-engineering using blockchain technology: A case of smart contract based tracking process. Technological Forecasting and Social Change, 144, 1–11. https://doi.org/10.1016/J.TECHFORE.2019.03.015
  • Crosby, M., Pattanayak, P., Verma, S., & Kalyanaraman, V. (2016). Applied Innovation Review. Applied Innovation Review, 2, 5–20.
  • Ding, Y., Luo, D., Xiang, H., Tang, C., Liu, L., Zou, X., Li, S., & Wang, Y. (2019). A Blockchain-Based Digital Advertising Media Promotion System. Lecture Notes of the Institute for Computer Sciences, Social-Informatics and Telecommunications Engineering, LNICST. https://doi.org/10.1007/978-3-030-21373-2_38
  • Doğan, Ş. Ö. H. Ü. (2020). (12) (PDF) Pazarlama İletişimi ile Blok Zinciri (Blockchain) Teknolojisinin Entegrasyonu. Içinde D. H. S. KUM (Ed.), 4th INTERNATIONAL ZEUGMA CONFERENCE ON SCIENTIFIC RESEARCHES (ss. 385–394). ISBN- 978-625-7898-07-2. https://www.researchgate.net/publication/342550266_Pazarlama_Iletisimi_ile_Blok_Zinciri_Blockchain_Teknolojisinin_Entegrasyonu
  • Estrada-Jiménez, J., Parra-Arnau, J., Rodríguez-Hoyos, A., & Forné, J. (2017). Online advertising: Analysis of privacy threats and protection approaches. Computer Communications. https://doi.org/10.1016/j.comcom.2016.12.016
  • Ethereum. (2021). Introduction To Smart Contracts. https://ethereum.org/en/developers/docs/smart-contracts/
  • Evans, D. S. (2009). The online advertising industry: Economics, evolution, and privacy. Journal of Economic Perspectives. https://doi.org/10.1257/jep.23.3.37
  • George, R. P., Peterson, B. L., Yaros, O., Beam, D. L., Dibbell, J. M., & Moore, R. C. (2019). Blockchain for business. Journal of Investment Compliance, 20(1), 17–21. https://doi.org/10.1108/JOIC-01-2019-0001
  • Huang, C., Ni, J., Lu, R., & Shen, X. S. (2019). Online Advertising with Verifiable Fairness. IEEE International Conference on Communications. https://doi.org/10.1109/ICC.2019.8761762
  • IAB), T. I. A. B. (. (2021). Outlook 2022: The US Digital Advertising Ecosystem -Industry leader insights to guide business planning. https://www.iab.com/insights/2022-digital-ad-ecosystem-report/
  • Kõlvart, M., Poola, M., & Rull, A. (2016). Smart Contracts. The Future of Law and eTechnologies, 133–147. https://doi.org/10.1007/978-3-319-26896-5_7
  • Kumar, V., Tripathi, A., … N. C.-J. of C., & 2020, U. (2020). BLOCKCHAIN-ENABLED A TRANSPARENT AND SECURE FRAMEWORK USING SMART CONTRACT FOR ONLINE ADVERTISEMENTS. jcreview.com, 7(11), 1246–1255. https://doi.org/10.31838/jcr.07.11.211
  • Nakamoto, S. (2009, Şubat 11). Bitcoin open source implementation of P2P currency | Satoshi Nakamoto Institute. https://satoshi.nakamotoinstitute.org/posts/p2pfoundation/1/
  • Oğuz, H. (2013). ELEKTRONİK ORTAMDA KİŞİSEL VERİLERİN KORUNMASI, BAZI ÜLKE UYGULAMALARI VE ÜLKEMİZDEKİ DURUM. Uyuşmazlık Mahkemesi Dergisi, 3, 1–38. https://dergipark.org.tr/tr/pub/mdergi/issue/16883/175778#author355791
  • Parssinen, M. A., Kotila, M., Cuevas Rumin, R., Phansalkar, A., & Manner, J. (2018). Is Blockchain Ready to Revolutionize Online Advertising? IEEE Access. https://doi.org/10.1109/ACCESS.2018.2872694
  • Puthal, D., Malik, N., Mohanty, S. P., Kougianos, E., & Yang, C. (2018). The Blockchain as a Decentralized Security Framework [Future Directions]. IEEE Consumer Electronics Magazine, 7(2), 18–21. https://doi.org/10.1109/MCE.2017.2776459
  • Remix. (2019). Remix - Ethereum IDE. https://remix.ethereum.org/#optimize=false&runs=200&evmVersion=null&version=soljson-v0.8.7+commit.e28d00a7.js
  • Swan, M. (2015). Blockchain: Blueprint for a new economy. https://sci-hub.ru/https://books.google.com/books?hl=tr&lr=&id=RHJmBgAAQBAJ&oi=fnd&pg=PR3&ots=XRtEJZWNl7&sig=z2HfPh4_it0C_rg5B7gsSqwCfOg
  • Szabo, N. (1996). Smart Contracts: Building Blocks for Digital Markets Copyright. Alamut.Com.
  • Tapscott, D., & Tapscott, A. (2016). Blockchain revolution : How the technology behind bitcoin is changing money, business, and the world. Portfolio/Penguin. https://dontapscott.com/books/blockchain-revolution/
  • Tas, R., & Tanriover, O. O. (2019). Building A Decentralized Application on the Ethereum Blockchain. 3rd International Symposium on Multidisciplinary Studies and Innovative Technologies, ISMSIT 2019 - Proceedings. https://doi.org/10.1109/ISMSIT.2019.8932806
  • Wright, A., & De Filippi, P. (2015). Decentralized Blockchain Technology and the Rise of Lex Cryptographia. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.2580664

BLOKZİNCİR TEKNOLOJİSİNİN DİJİTAL REKLAM VE PAZARLAMA SEKTÖRÜNDE KULLANIMI: MODELLEME ÇALIŞMASI VE KAVRAMSAL BİR ÇERÇEVE

Yıl 2021, Cilt: 4 Sayı: 2, 165 - 171, 30.12.2021

Doruk Ayberkin Üstün Özen

https://doi.org/10.46238/jobda.1021911
Cited By: 1

Öz

Dijital reklam ve pazarlama sektörüne son yıllarda ayrılan bütçeler katlanarak artmaktadır. Ancak bu artış aracıların artışı, gizlilik ihlalleri, web sayfalarındaki tıklama hilesi gibi birçok sektörel sorunu da beraberinde getirmiştir. Reklam veren ile son kullanıcı arasında ödeme yapılana kadar geçen süreçte ortaya çıkabilecek sayısız sorun olsa da yapılan bu çalışmada, sürecin aracısız ve güven odaklı olarak nasıl tamamlanacağı değerlendirilmiştir. Ortaya çıkan dezavantajlı durumlara uygun çözümler sunularak, kavramsal bir çerçeve oluşturulmaya çalışılmıştır.
Sunulan bu kavramsal çerçevede, yapılan işlemler ve kullanılan verilerin herhangi bir üçüncü taraf kontrolünün altında olmadan merkeziyetsiz bir yapıda olmasını sağlayan Blokzincir teknolojisi ve yine aynı Blokzincir ağı üzerinde çalışan akıllı sözleşmeler kullanılmıştır. Bu çalışmada hazırlanan diyagram ve modeller, yapılacak sonraki çalışmalara temel oluşturabilecektir. Bu çalışma sayesinde, daha geniş perspektifli bir kavramsal çerçeve oluşturulabilecek ve reklam dağıtım ekonomisine ek katkılar sağlanabilecektir.

Anahtar Kelimeler

Blokzincir Akıllı Sözleşme Solidity Dijital Reklamcılık ve Pazarlama

Kaynakça

  • Anjum, A., Sporny, M., & Sill, A. (2017). Blockchain Standards for Compliance and Trust. IEEE Cloud Computing. https://doi.org/10.1109/MCC.2017.3791019
  • Bezovski, Z., Apasieva, T. J., & Temjanovski, R. (2021). The Impact and the Potential Disruption of the Blockchain Technology on Marketing. Journal of Economics, 6(1), 13–22. https://doi.org/10.46763/JOE216.10013B
  • Bogart, S., & Rice, K. (2016). The Blockchain Report: Welcome to the Internet of Value. Needham. https://doi.org/10.15623/ijret.2016.0509001
  • Chang, S. E., Chen, Y. C., & Lu, M. F. (2019). Supply chain re-engineering using blockchain technology: A case of smart contract based tracking process. Technological Forecasting and Social Change, 144, 1–11. https://doi.org/10.1016/J.TECHFORE.2019.03.015
  • Crosby, M., Pattanayak, P., Verma, S., & Kalyanaraman, V. (2016). Applied Innovation Review. Applied Innovation Review, 2, 5–20.
  • Ding, Y., Luo, D., Xiang, H., Tang, C., Liu, L., Zou, X., Li, S., & Wang, Y. (2019). A Blockchain-Based Digital Advertising Media Promotion System. Lecture Notes of the Institute for Computer Sciences, Social-Informatics and Telecommunications Engineering, LNICST. https://doi.org/10.1007/978-3-030-21373-2_38
  • Doğan, Ş. Ö. H. Ü. (2020). (12) (PDF) Pazarlama İletişimi ile Blok Zinciri (Blockchain) Teknolojisinin Entegrasyonu. Içinde D. H. S. KUM (Ed.), 4th INTERNATIONAL ZEUGMA CONFERENCE ON SCIENTIFIC RESEARCHES (ss. 385–394). ISBN- 978-625-7898-07-2. https://www.researchgate.net/publication/342550266_Pazarlama_Iletisimi_ile_Blok_Zinciri_Blockchain_Teknolojisinin_Entegrasyonu
  • Estrada-Jiménez, J., Parra-Arnau, J., Rodríguez-Hoyos, A., & Forné, J. (2017). Online advertising: Analysis of privacy threats and protection approaches. Computer Communications. https://doi.org/10.1016/j.comcom.2016.12.016
  • Ethereum. (2021). Introduction To Smart Contracts. https://ethereum.org/en/developers/docs/smart-contracts/
  • Evans, D. S. (2009). The online advertising industry: Economics, evolution, and privacy. Journal of Economic Perspectives. https://doi.org/10.1257/jep.23.3.37
  • George, R. P., Peterson, B. L., Yaros, O., Beam, D. L., Dibbell, J. M., & Moore, R. C. (2019). Blockchain for business. Journal of Investment Compliance, 20(1), 17–21. https://doi.org/10.1108/JOIC-01-2019-0001
  • Huang, C., Ni, J., Lu, R., & Shen, X. S. (2019). Online Advertising with Verifiable Fairness. IEEE International Conference on Communications. https://doi.org/10.1109/ICC.2019.8761762
  • IAB), T. I. A. B. (. (2021). Outlook 2022: The US Digital Advertising Ecosystem -Industry leader insights to guide business planning. https://www.iab.com/insights/2022-digital-ad-ecosystem-report/
  • Kõlvart, M., Poola, M., & Rull, A. (2016). Smart Contracts. The Future of Law and eTechnologies, 133–147. https://doi.org/10.1007/978-3-319-26896-5_7
  • Kumar, V., Tripathi, A., … N. C.-J. of C., & 2020, U. (2020). BLOCKCHAIN-ENABLED A TRANSPARENT AND SECURE FRAMEWORK USING SMART CONTRACT FOR ONLINE ADVERTISEMENTS. jcreview.com, 7(11), 1246–1255. https://doi.org/10.31838/jcr.07.11.211
  • Nakamoto, S. (2009, Şubat 11). Bitcoin open source implementation of P2P currency | Satoshi Nakamoto Institute. https://satoshi.nakamotoinstitute.org/posts/p2pfoundation/1/
  • Oğuz, H. (2013). ELEKTRONİK ORTAMDA KİŞİSEL VERİLERİN KORUNMASI, BAZI ÜLKE UYGULAMALARI VE ÜLKEMİZDEKİ DURUM. Uyuşmazlık Mahkemesi Dergisi, 3, 1–38. https://dergipark.org.tr/tr/pub/mdergi/issue/16883/175778#author355791
  • Parssinen, M. A., Kotila, M., Cuevas Rumin, R., Phansalkar, A., & Manner, J. (2018). Is Blockchain Ready to Revolutionize Online Advertising? IEEE Access. https://doi.org/10.1109/ACCESS.2018.2872694
  • Puthal, D., Malik, N., Mohanty, S. P., Kougianos, E., & Yang, C. (2018). The Blockchain as a Decentralized Security Framework [Future Directions]. IEEE Consumer Electronics Magazine, 7(2), 18–21. https://doi.org/10.1109/MCE.2017.2776459
  • Remix. (2019). Remix - Ethereum IDE. https://remix.ethereum.org/#optimize=false&runs=200&evmVersion=null&version=soljson-v0.8.7+commit.e28d00a7.js
  • Swan, M. (2015). Blockchain: Blueprint for a new economy. https://sci-hub.ru/https://books.google.com/books?hl=tr&lr=&id=RHJmBgAAQBAJ&oi=fnd&pg=PR3&ots=XRtEJZWNl7&sig=z2HfPh4_it0C_rg5B7gsSqwCfOg
  • Szabo, N. (1996). Smart Contracts: Building Blocks for Digital Markets Copyright. Alamut.Com.
  • Tapscott, D., & Tapscott, A. (2016). Blockchain revolution : How the technology behind bitcoin is changing money, business, and the world. Portfolio/Penguin. https://dontapscott.com/books/blockchain-revolution/
  • Tas, R., & Tanriover, O. O. (2019). Building A Decentralized Application on the Ethereum Blockchain. 3rd International Symposium on Multidisciplinary Studies and Innovative Technologies, ISMSIT 2019 - Proceedings. https://doi.org/10.1109/ISMSIT.2019.8932806
  • Wright, A., & De Filippi, P. (2015). Decentralized Blockchain Technology and the Rise of Lex Cryptographia. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.2580664
Toplam 25 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Derleme
Yazarlar

Doruk Ayberkin 0000-0003-3409-8926

Üstün Özen 0000-0002-7595-4306

Yayımlanma Tarihi 30 Aralık 2021
Yayımlandığı Sayı Yıl 2021 Cilt: 4 Sayı: 2

Kaynak Göster

APA Ayberkin, D., & Özen, Ü. (2021). BLOKZİNCİR TEKNOLOJİSİNİN DİJİTAL REKLAM VE PAZARLAMA SEKTÖRÜNDE KULLANIMI: MODELLEME ÇALIŞMASI VE KAVRAMSAL BİR ÇERÇEVE. Journal of Business in The Digital Age, 4(2), 165-171. https://doi.org/10.46238/jobda.1021911
AMA Ayberkin D, Özen Ü. BLOKZİNCİR TEKNOLOJİSİNİN DİJİTAL REKLAM VE PAZARLAMA SEKTÖRÜNDE KULLANIMI: MODELLEME ÇALIŞMASI VE KAVRAMSAL BİR ÇERÇEVE. JOBDA. Aralık 2021;4(2):165-171. doi:10.46238/jobda.1021911
Chicago Ayberkin, Doruk, ve Üstün Özen. “BLOKZİNCİR TEKNOLOJİSİNİN DİJİTAL REKLAM VE PAZARLAMA SEKTÖRÜNDE KULLANIMI: MODELLEME ÇALIŞMASI VE KAVRAMSAL BİR ÇERÇEVE”. Journal of Business in The Digital Age 4, sy. 2 (Aralık 2021): 165-71. https://doi.org/10.46238/jobda.1021911.
EndNote Ayberkin D, Özen Ü (01 Aralık 2021) BLOKZİNCİR TEKNOLOJİSİNİN DİJİTAL REKLAM VE PAZARLAMA SEKTÖRÜNDE KULLANIMI: MODELLEME ÇALIŞMASI VE KAVRAMSAL BİR ÇERÇEVE. Journal of Business in The Digital Age 4 2 165–171.
IEEE D. Ayberkin ve Ü. Özen, “BLOKZİNCİR TEKNOLOJİSİNİN DİJİTAL REKLAM VE PAZARLAMA SEKTÖRÜNDE KULLANIMI: MODELLEME ÇALIŞMASI VE KAVRAMSAL BİR ÇERÇEVE”, JOBDA, c. 4, sy. 2, ss. 165–171, 2021, doi: 10.46238/jobda.1021911.
ISNAD Ayberkin, Doruk - Özen, Üstün. “BLOKZİNCİR TEKNOLOJİSİNİN DİJİTAL REKLAM VE PAZARLAMA SEKTÖRÜNDE KULLANIMI: MODELLEME ÇALIŞMASI VE KAVRAMSAL BİR ÇERÇEVE”. Journal of Business in The Digital Age 4/2 (Aralık 2021), 165-171. https://doi.org/10.46238/jobda.1021911.
JAMA Ayberkin D, Özen Ü. BLOKZİNCİR TEKNOLOJİSİNİN DİJİTAL REKLAM VE PAZARLAMA SEKTÖRÜNDE KULLANIMI: MODELLEME ÇALIŞMASI VE KAVRAMSAL BİR ÇERÇEVE. JOBDA. 2021;4:165–171.
MLA Ayberkin, Doruk ve Üstün Özen. “BLOKZİNCİR TEKNOLOJİSİNİN DİJİTAL REKLAM VE PAZARLAMA SEKTÖRÜNDE KULLANIMI: MODELLEME ÇALIŞMASI VE KAVRAMSAL BİR ÇERÇEVE”. Journal of Business in The Digital Age, c. 4, sy. 2, 2021, ss. 165-71, doi:10.46238/jobda.1021911.
Vancouver Ayberkin D, Özen Ü. BLOKZİNCİR TEKNOLOJİSİNİN DİJİTAL REKLAM VE PAZARLAMA SEKTÖRÜNDE KULLANIMI: MODELLEME ÇALIŞMASI VE KAVRAMSAL BİR ÇERÇEVE. JOBDA. 2021;4(2):165-71.

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https://doi.org/10.55071/ticaretfbd.1327068
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