Market
Alkimi Exchange CEO on Decentralized Ads and Data Ownership
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In recent years, the advertising industry has faced growing criticism due to concerns around data privacy, fraud, and inefficiencies. Traditional digital advertising, particularly through intermediaries like Google and Facebook, has led to a lack of transparency for advertisers and publishers alike.
Ben Putley, CEO and Co-Founder of Alkimi Exchange, believes the digital advertising industry is long overdue for a change. Here, he breaks down how blockchain technology is reshaping advertising and why it’s time for the industry to evolve.
Alkimi Exchange is a blockchain-based decentralized advertising platform aimed at solving inefficiencies in the digital ad ecosystem. The platform leverages blockchain technology to eliminate intermediaries, reduce costs, and provide transparency in transactions between advertisers and publishers. It uses tokenized ad inventory and smart contracts to automate payments, ensuring efficiency and fraud prevention. Alkimi also empowers users with control over their data, allowing them to choose between sharing it for rewards or maintaining their privacy.
The Broken State of Advertising
At its core, digital advertising operates through intermediaries who profit by managing transactions between advertisers and publishers. These intermediaries — ad exchanges, supply-side platforms (SSPs), and demand-side platforms (DSPs) — not only inflate costs but also introduce vulnerabilities to fraud. Advertisers face an alarming $65 billion in global losses annually due to fraudulent activity, including bot-generated traffic and manipulated metrics.
“Advertisers are essentially pouring money into a system they can’t see or control. Fraud thrives in environments where transparency is missing. The lack of accountability also undermines trust, with advertisers unsure whether their spending translates into meaningful engagement or results,” Ben Putley explained.
Publishers are financially constrained under this system. Although they are responsible for creating the content that draws audiences and fuels the advertising ecosystem, they often see only a small portion of the ad revenue, as intermediaries claim a significant share. This leaves publishers with decreasing profits despite their critical role in the process.
Users fare no better. Most digital advertising platforms treat them as commodities, harvesting their data without consent and inundating them with poorly targeted or intrusive ads. This has led to a rise in ad blockers, with many users opting to avoid ads altogether rather than engage with an ecosystem they don’t trust.
“Users feel exploited, and they’re not wrong. They’re excluded from the value chain while their personal data fuels it,” he added.
Blockchain technology offers an elegant solution to many of these issues by introducing a transparent and decentralized framework for advertising. Unlike the current system, where transactions occur in a black-box environment, blockchain creates a public ledger where every impression, click, and transaction can be verified.
For advertisers, this transparency means real-time visibility into how budgets are being spent and assurance that their investments are reaching actual users rather than bots. For publishers, blockchain ensures they receive fair compensation, as payments are automated and verifiable. Every transaction is logged on a decentralized network, making it auditable and resistant to manipulation.
“Through the Ads Explorer, our proprietary tool, Alkimi provides complete transparency over every ad transaction. Every transaction on Alkimi is validated by a decentralized network of validators and stored on the Ethereum blockchain, ensuring that all spending is fully auditable and eliminating any ambiguity that is common in traditional systems,” Putley said.
The inefficiencies of the current advertising model stem largely from the reliance on intermediaries. These entities take significant cuts of the ad spend, leaving advertisers with higher costs and publishers with lower earnings. Research suggests that nearly half of an advertiser’s budget — around 47% — is absorbed by these fees.
“Decentralized platforms change the economics of advertising. By eliminating intermediaries, we’ve reduced fees to just 3-8%. That’s not just a marginal improvement — it’s transformative,” Putley shared.
This cost-saving benefits both advertisers and publishers. Advertisers can allocate more of their budgets to meaningful engagement, while publishers retain a larger share of the revenue, enabling them to invest in higher-quality content.
Smart contracts are a critical component of this system. These self-executing agreements automate payments between advertisers and publishers based on predefined conditions. For example, a smart contract might trigger payment only when a user interacts with an ad or makes a purchase.
“Smart contracts ensure fairness by removing the need for intermediaries. They execute transactions instantly and without bias, based entirely on the terms agreed upon. Smart contracts also add a layer of security, as they cannot be altered once deployed, providing an immutable and trustworthy system for all parties,” he noted.
But decentralization isn’t just about improving transparency and reducing costs — it’s also about empowering users. In the current model, users are passive participants, with no control over how their data is collected or used.
Blockchain flips this narrative, giving users the ability to decide how their data is shared and even rewarding them for their participation.
“Users should have the final say over their data. With decentralization, they can opt-in to share their information in exchange for rewards or keep their data private if they prefer,” Putley asserted.
This user-first approach not only respects privacy but also creates a more ethical and mutually beneficial system. Users who choose to share their data do so transparently and receive compensation, while advertisers gain access to more accurate and engaged audiences. According to Putley, it’s about building trust and creating a system where everyone feels like they’re benefiting.
Challenges to Adoption
Despite its potential, decentralized advertising faces several hurdles. One of the most significant barriers is the steep learning curve associated with blockchain technology.
Many advertisers and publishers are familiar with traditional systems and may hesitate to adopt a model they perceive as complex or unproven.
“The biggest challenge is overcoming inertia. People are naturally resistant to change, even when the benefits are obvious. At Alkimi, we’re addressing this by ensuring our platform is interoperable with existing ad technologies, making the transition as seamless as possible,” Putley said.
To address this, platforms must prioritize education and interoperability. Decentralized systems need to integrate seamlessly with existing workflows, reducing friction for advertisers and publishers making the transition.
Offline events, where Ben and his team showcased their approach, play an important role in driving adoption by demonstrating the practical applications of blockchain technology.
“It’s about making the abstract tangible. We’re showing people that decentralized advertising isn’t just an idea — it’s a working reality,” he noted.
Critics of blockchain often point to its energy consumption and scalability as potential drawbacks. However, advancements in technology have addressed many of these concerns.\
Utilizing Layer-2 scaling solutions helps decentralized platforms process high transaction volumes without the environmental costs associated with earlier blockchain models.
“Advertising is a high-volume industry. We’ve designed our platform to handle that scale efficiently while minimizing energy usage,” Ben acknowledged.
These improvements make decentralized systems more practical and position them as a greener alternative to traditional advertising, which accounts for a significant portion of global greenhouse gas emissions.
Alkimi’s Vision for the Future
As the advertising industry continues to evolve, the case for decentralization grows stronger. The current model is unsustainable, plagued by inefficiencies, distrust, and ethical shortcomings. Blockchain offers a path forward by addressing these challenges and creating a system built on transparency, efficiency, and fairness.
“We’re still in the early stages, but the momentum is there. Decentralization isn’t just a trend — it’s where the industry is heading,” Putley said.
The success of this shift will depend on continued innovation, particularly in making blockchain systems more accessible and scalable. Platforms must also focus on delivering measurable benefits to advertisers, publishers, and users alike.
For advertisers, this means better ROI and reduced costs. For publishers, it’s about fair compensation and sustainable revenue. And for users, it’s about choice, privacy, and respect.
“Ultimately, it’s about creating a system where everyone wins. That’s what decentralized advertising promises, and it’s what we’re working to deliver,” Ben concluded.
Disclaimer
In compliance with the Trust Project guidelines, this opinion article presents the author’s perspective and may not necessarily reflect the views of BeInCrypto. BeInCrypto remains committed to transparent reporting and upholding the highest standards of journalism. Readers are advised to verify information independently and consult with a professional before making decisions based on this content. Please note that our Terms and Conditions, Privacy Policy, and Disclaimers have been updated.
Market
3 Meme Coins to Watch For The Last Week of February 2025
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DOGEai, TST, and BROCCOLI are three meme coins drawing attention for the last week of February. DOGEai, launched on Solana, is up 110% in the past seven days, positioning itself as a leading AI meme coin.
TST remains one of the most popular meme coins on the BNB chain despite a recent correction. At the same time, BROCCOLI, inspired by Binance co-founder CZ’s dog, has also seen significant volatility.
DOGEai (DOGEAI)
DOGEai is an artificial intelligence coin launched on Solana. Its market cap is now $32 million, up 82% in the last seven days. This rise has positioned DOGEai as one of the most talked-about AI meme coins in recent days.
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DOGEai leverages multiple narratives, including Dogecoin’s popularity, the growing interest in DOGE (Department of Government Efficiency), and the broader AI cryptos trend. It defines itself as “an autonomous AI agent here to uncover waste and inefficiencies in government spending and policy decisions,” offering bill summaries and insights into government expenditures.
If the current uptrend continues, DOGEai could test the resistance at $0.048, with potential targets at $0.059 and $0.069. However, if a downtrend emerges, DOGEai has support at $0.030, and if that level is lost, it could drop to $0.018 or even $0.0092.
Test (TST)
TST has emerged as one of the most popular meme coins on the BNB chain, benefiting from the chain’s growing volume, which recently even surpassed Solana.
In the days following its launch, TST reached a market cap close to $500 million, then entered a strong correction phase. Its market cap has since dropped to $78 million.
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If the BNB narrative gains strength again, TST could benefit as one of its most popular meme coins and may test the resistance at $0.10. A breakout above this level could push TST to $0.20 or even $0.25 if buying pressure intensifies.
However, if TST fails to regain strong upward momentum, it could test the support at $0.0719 and potentially drop to its lowest levels since February 9.
CZ’S Dog (BROCCOLI)
BROCCOLI was launched a few weeks ago after Binance co-founder CZ revealed his dog’s name, sparking a flood of BROCCOLI tokens on the market.
The largest of these tokens quickly surged to a $249 million market cap in its early days but has since dropped to $52 million.
Like TST, BROCCOLI benefited from the recent rise of the BNB ecosystem but has since entered a strong correction phase. It is down 40% in the last seven days.
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If the downtrend continues, BROCCOLI could test support near $0.04, and a break below this level could push it to its lowest price since launch.
However, if the BNB ecosystem and meme coins regain traction, BROCCOLI could benefit, especially given the popularity of dog-related meme coins like Dogecoin and Shiba Inu. In this bullish scenario, BROCCOLI could rise to test the resistance at $0.113.
Disclaimer
In line with the Trust Project guidelines, this price analysis article is for informational purposes only and should not be considered financial or investment advice. BeInCrypto is committed to accurate, unbiased reporting, but market conditions are subject to change without notice. Always conduct your own research and consult with a professional before making any financial decisions. Please note that our Terms and Conditions, Privacy Policy, and Disclaimers have been updated.
Market
Ethereum Rollback Debate Intensifies After Bybit Hack
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The crypto community is divided over calls for an Ethereum blockchain rollback following a massive security breach at Bybit.
On February 21, the exchange lost nearly $1.5 billion in ETH to hackers, sparking discussions about whether Ethereum should intervene to recover the stolen funds.
What is a Blockchain Rollback?
A blockchain rollback, also known as a reorganization, involves reversing confirmed transactions to restore the network to an earlier state.
This process usually happens after a major security breach or exploit. Validators must reach a consensus to discard the affected blocks, effectively erasing the malicious transactions.
Despite its potential benefits, a rollback remains a controversial and rarely used measure due to its impact on a blockchain’s trust and decentralization.
Blockchains operate on the principle of immutability, meaning transactions are expected to be final once confirmed. So, rolling back transactions challenges this principle, raising concerns about the security and reliability of the network.
Crypto Leaders Clash Over Ethereum Rollback Proposal
BitMEX co-founder Arthur Hayes has been vocal in advocating for a rollback to solve the ByBit hack. He pointed to the 2016 DAO hack, where Ethereum underwent a hard fork to recover stolen funds, as precedent.
Hayes argued that since Ethereum previously compromised on immutability, another intervention should not be off the table.
“My own view as a mega ETH bag holder is ETH stopped being money in 2016 after the DAO hack hardfork. If the community wanted to do it again, I would support it because we already voted no on immutability in 2016,” Hayes said.
JAN3 CEO Samson Mow also supported the rollback, stating it could prevent North Korea from using the stolen funds to fund its nuclear weapons program.
However, not everyone agrees. Pseudonymous crypto trader Borovik strongly opposed the idea, arguing that a rollback would jeopardize Ethereum’s credibility and neutrality.
Bitcoin advocate Jimmy Song also dismissed the possibility, stating that the Bybit hack cannot be compared to the 2016 DAO exploit. Song emphasized that the DAO hack allowed for a 30-day intervention, whereas the Bybit attack is already finalized, making a rollback impractical.
“I know people are expecting the Ethereum Foundation to roll back the chain, but I suspect it’s already too much of a mess to do it cleanly,” Song added.
Meanwhile, Ethereum supporter Adriano Feria introduced an alternative perspective. He argued that Bybit could have avoided this situation by using a Layer 2 (L2) solution with conditional reversible transactions.
According to Feria, blockchain technology needs some form of reversibility to ensure real-world adoption.
“Whether through social recovery or another pre-determined, immutable, and transparent decision-making process, real-world mass adoption will not work without reversible transactions. Without this capability, transactional activity will inevitably gravitate toward TradFi systems that already provide it,” Feria stated.
This debate raises a fundamental question for Ethereum: should it prioritize immutability or intervene in extreme cases?
While some see a rollback as a necessary response to an unprecedented loss, others fear it could undermine the core principles of decentralization. Ethereum’s next steps will likely shape its long-term credibility and trust within the crypto space.
Disclaimer
In adherence to the Trust Project guidelines, BeInCrypto is committed to unbiased, transparent reporting. This news article aims to provide accurate, timely information. However, readers are advised to verify facts independently and consult with a professional before making any decisions based on this content. Please note that our Terms and Conditions, Privacy Policy, and Disclaimers have been updated.
Market
Berachain (BERA) Falls 15% After Recent Rally Surge
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Berachain (BERA) is down almost 15% in the last 24 hours, with its market cap now at $778 million, although its price remains up nearly 20% over the past seven days. This sharp pullback comes after a strong rally between February 18 and February 20, when BERA reached levels above $8.5.
BERA’s Relative Strength Index (RSI) has dropped from overbought levels, signaling a loss of bullish momentum, while its Directional Movement Index (DMI) shows growing bearish pressure. As BERA navigates this correction phase, it faces key support at $6.1, with potential resistance levels at $8.5, $9.1, and $10 if bullish momentum returns.
BERA RSI Is Dropping Steadily After Touching Overbought Levels
Berachain Relative Strength Index (RSI) is currently at 50.6, down sharply from 86.7 just two days ago when its price surged above $8.5. RSI is a momentum oscillator that measures the speed and change of price movements, ranging from 0 to 100.
It is commonly used to identify overbought or oversold conditions, with values above 70 indicating overbought levels and below 30 suggesting oversold territory.
The steep decline in BERA’s RSI reflects a significant loss of bullish momentum after reaching overbought levels above 86, where a correction was likely.
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With RSI now at 50.6, BERA is in a neutral zone, suggesting that buying and selling pressures are relatively balanced.
This could indicate a period of consolidation as the market digests recent gains. If RSI continues to decline below 50, it could signal increasing bearish momentum. This could lead to a further price drop for BERA.
Conversely, if RSI stabilizes and begins to rise, it could suggest renewed buying interest and a potential recovery in Berachain price.
BERA DMI Chart Shows Buyers Are Losing Control
Berachain Directional Movement Index (DMI) chart shows its Average Directional Index (ADX) currently at 50.5, after peaking at 60.2 yesterday, up from just 13.3 five days ago. ADX is an indicator used to measure the strength of a trend, regardless of its direction, ranging from 0 to 100.
Values above 25 typically indicate a strong trend, while values below 20 suggest a weak or sideways market. The sharp rise in ADX reflects a significant increase in trend strength, confirming that BERA has been experiencing strong directional movement recently.
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Meanwhile, BERA’s +DI is at 24.4, down from 48.4 two days ago, indicating weakening bullish momentum. Meanwhile, -DI has risen to 15.1 from 4.9, suggesting growing bearish pressure.
This shift signals that the bullish trend that drove prices higher is losing steam, and selling interest is beginning to increase.
If -DI continues to rise above +DI, it could indicate a bearish crossover, signaling a potential reversal or deeper correction in BERA’s price. However, if +DI stabilizes and moves upward again, it could suggest a continuation of the uptrend, albeit with reduced momentum.
Will Berachain Fall Below $6 Soon?
Berachain surged 53% between February 18 and February 20, pushing its price above $8.5 after the coin struggled following its airdrop. However, after this sharp rally, BERA entered a correction phase and is currently down almost 15% in the last 24 hours.
This pullback suggests profit-taking and a shift in market sentiment as buyers hesitate to push prices higher. If the downtrend continues, BERA could soon test the support at $6.1, and a break below this level could lead to a further decline towards $5.48, reflecting increased selling pressure.
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On the other hand, if Berachain can regain its bullish momentum from a few days ago, it could rise above $8.5 again, potentially testing the next resistance levels at $9.1 or even $10.
To confirm this bullish scenario, Berachain would need to see renewed buying interest and strong upward momentum. If buyers can defend key support levels and push the price above resistance zones, it could indicate the continuation of the uptrend.
Disclaimer
In line with the Trust Project guidelines, this price analysis article is for informational purposes only and should not be considered financial or investment advice. BeInCrypto is committed to accurate, unbiased reporting, but market conditions are subject to change without notice. Always conduct your own research and consult with a professional before making any financial decisions. Please note that our Terms and Conditions, Privacy Policy, and Disclaimers have been updated.
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