Former Google Engineers Cheng Li and Duran Liu Announced the Launch of Blockchain Advertising Project, Atlas Protocol, a Decentralized Digital Marketing Protocol Built on the Nebulas Public Blockchain
Last week New York City saw the launch of Atlas Protocol, a new blockchain advertising project by xGoogler Blockchain Alliance (GBA). A first application-layer protocol developed by Nebulas, Atlas Protocol, leverages the open source blockchain platform’s decentralized PageRank algorithm.
Duran Liu, the founder of Atlas Protocol, introduced his vision for the blockchain-based digital marketing ecosystem at the launch. Atlas Protocol will be addressing major issues in the field of online marketing, with the introduction of its decentralized digital advertising ecosystem. These include forbidding digital advertising fraud and protecting the privacy of user data.
The intricacies of the usage of consumer data by private internet companies have reached a paramount level, since the past few months. In October 2017, Facebook, Google and Twitter were addressed by the US Senate questioning the authenticity of their practices. In March this year, the CEOs of these companies were summoned for another hearing by the Congress. This time the hearing was related to disinformation on social networks, data privacy, and micro-targeting. Recently, the Facebook CEO Mark Zuckerberg provided a testimony about this same, earlier this month.
Atlas Protocol gives the user complete data ownership courtesy its decentralized system. Atlas Protocol is executed on the blockchain network and is developed to be completely transparent to advertisers, publishers and users. This comes in as a huge relief, contrary to the “black box” set up which is dominated by colossal digital giants.
The Tech Framework
Cheng Li, Chief of Tech, Atlas Protocol, reflects on the overview of the technical structure. Atlas Protocol will leverage on the NR (Nebulas Rank) algorithm. This algorithm measures the effect of contracts, addresses and decentralized applications (DApps) in the digital marketing ecosystem. Apart from that, Cheng also explains the dynamic mechanics of Atlas Protocol and how it circulates to exchange value between publishers, advertisers and users.
Atlas Protocol is one of the branches of GBA. GBA is a community of former Google employees and pushes forward a podium for the world’s most innovative thinkers to come forward and share their creative ideas in the blockchain space.
The Important Members of the Atlas Project are:
- Duran Liu (Founder): Head of Nebulas Labs, former Senior Software Engineer at Google HQ where he leads multiple machine learning efforts. Also, a Former Senior Software Engineer at FreeWheel where he played a pivotal role in initiating the first-generation of mobile video advertising products.
- Cheng Li (Co-founder, CTO): Former Senior Software Engineer at Google NYC where he worked on Google Play quality and helped launched the Play Books audiobook service on Google Assistant. Additional to that, former Director of Engineering at FreeWheel NYC, wielding many years of experiences in building advertising systems for the Internet.
- Haoshuang Ji (Engineering Lead): Former Staff Engineer at video AI and analytics platform Conviva. Worked at the European Organization for Nuclear Research (CERN), where he was part of the team of scientists who discovered the Higgs boson (aka God Particle), culminating in a Nobel Prize in Physics in 2013.
- Rose Ren (Marketing & PR Director): Former Marketing Lead of Bodhi prediction market Blockchain project and former Investment Manager at Cryptocurrency fund Continue Capital.
Recommended Read: What Blockchain Means for Marketers