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Alkimi Exchange CEO on Decentralized Ads and Data Ownership

Published

4 months ago

November 29, 2024

Coin2049 Newsletter

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.

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Related Topics:Ads Alkimi CEO data Decentralized Exchange Ownership

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SEC Will Return $75 Million to Ripple in the XRP Lawsuit

Published

57 minutes ago

March 25, 2025

Coin2049 Newsletter

Ripple’s Chief Legal Officer announced today that its XRP lawsuit with the SEC is approaching the final legal phase. The SEC will keep $50 million from the previous $125 million fine and return the rest to Ripple.

Most importantly, Ripple will likely be able to offer XRP tokens to institutional investors, which could impact market liquidity and ETF approval odds.

A Final Chapter to Ripple Vs SEC

The Ripple vs SEC lawsuit was one of the most important crypto enforcement actions of Gary Gensler’s time as Chair, and the last questions are being answered.

Last week, the Commission officially dropped its lawsuit, marking the end of an era. Now, Ripple’s Chief Legal Officer is giving “what should be [his] last update ever” on the case.

“Last week, the SEC agreed to drop its appeal without conditions. Ripple has now agreed to drop its cross-appeal. The SEC will keep $50 million of the $125 million fine (already in an interest-bearing escrow in cash), with the balance returned to Ripple. The agency will also ask the Court to lift the standard injunction that was imposed earlier at the SEC’s request,” he said.

Specifically, this cross-appeal contains two crucial components. First, it involves the $125 million fine. The initial community expectation was that the Commission would forfeit the entirety of this fine. However, it seems that both parties have reached an agreement on this matter.

Another critical ruling in the 2024 decision was that Ripple could not sell XRP to institutional investors. The firm had reportedly been negotiating with the SEC to drop this mandate for weeks.

According to reports, this ruling is also being overturned as part of the agreement. In the long run, the lifted restrictions may have a much larger impact. Now that the SEC will let Ripple sell XRP to institutional investors, it could bring significant liquidity, partnership opportunities, and more.

In particular, this decision may also impact XRP’s status as a security or commodity. The SEC was already considering Ripple’s arguments to declare XRP a commodity, and this move may add further weight to the argument. This would also likely improve XRP ETF approval odds.

Meanwhile, XRP was largely priced in. The altcoin remains nearly 10% up in the past week, but still struggling to breach $2.50.

xrp price chart — XRP Weekly Price Chart. Source: BeInCrypto

Over the past week, the XRP community has expressed some concerns regarding the extremely low DEX trading volume on the network. Yet, Ripple’s new progress with the SEC may create plenty of opportunities to foster bullish sentiment in the long-term.

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.

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Market

Top 3 PumpFun Meme Coins to Watch Before March Ends

Published

2 hours ago

March 25, 2025

Coin2049 Newsletter

Pump.Fun meme coins are heating up at the end of March, with FARTCOIN, Alchemist AI (ALCH), and DOGEAI drawing strong attention. FARTCOIN leads the pack with a $574 million market cap, while ALCH rides a 43% weekly surge tied to its no-code AI platform.

DOGEAI is gaining traction by combining meme culture, AI hype, and political buzz around Elon Musk’s Department of Government Efficiency. With PumpSwap launching and “Liberation Day” approaching, these three tokens are worth watching for potential breakouts – or sharp reversals.

FARTCOIN

FARTCOIN is the biggest meme coin ever launched on PumpFun, currently holding a market cap of $574 million. While it’s down 13% in the past 24 hours, it’s still up more than 110% over the last seven days, showing strong momentum despite short-term volatility.

With PumpFun gaining attention through the launch of PumpSwap, meme coins tied to its ecosystem could see another wave of demand. As the largest PumpFun meme coin, FARTCOIN is well-positioned to benefit from increased exposure and potential new capital flowing into the platform.

If an uptrend returns, FARTCOIN could climb to $0.72 and $0.90, with $1.29 as a higher target. But if the correction continues, key support lies at $0.40—losing that level could push it further down to $0.30 or even $0.209.

Alchemist AI (ALCH)

Alchemist AI is a no-code development platform that allows users to build applications using natural language and simple prompts.

Its native token, ALCH, runs on the Solana blockchain and has gained significant attention lately. Over the past week, ALCH has surged more than 43%, pushing its market cap to nearly $82 million.

ALCH Price Analysis. Source: TradingView.

If the current momentum holds, ALCH could soon test resistance at $0.11. A breakout above that level may open the door for a move toward $0.18.

On the downside, if sentiment weakens, ALCH risks falling below its key support at $0.073. Losing that level could lead to a deeper correction toward $0.040, with the potential for a drop to $0.019 if the sell-off intensifies.

DOGEai (DOGEAI)

DOGEAI positions itself at the intersection of multiple hot narratives—meme culture through Dogecoin, the rising attention around the Department of Government Efficiency (DOGE) led by Elon Musk, and the booming artificial intelligence sector.

The project brands itself as an autonomous AI agent focused on spotting waste in government spending and policy decisions, tapping into both tech enthusiasm and political commentary.

$DOGEAI Price Analysis. Source: TradingView.

Over the past week, DOGEAI has climbed nearly 10%. The token is currently holding support around $0.026, but if that level breaks, it could slide down to $0.015.

On the flip side, continued hype—especially as Trump’s “Liberation Day” approaches—could push DOGEAI to test resistance at $0.033. A breakout above that could open the path toward $0.049 and even $0.076 if strong momentum kicks in.

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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Ethereum Price Stalls as Traders Await Clear Market Direction

Published

3 hours ago

March 25, 2025

Coin2049 Newsletter

Ethereum (ETH) is up nearly 9% over the past seven days, showing signs of strength, yet the price continues to struggle around the $2,000 mark. Despite this upward movement, key indicators suggest the market is still lacking decisive momentum.

From trend strength to whale activity and support/resistance levels, several metrics point to a market caught in consolidation. Whether Ethereum breaks out or breaks down from here may depend on how it reacts to both technical levels and shifting investor behavior in the days ahead.

Ethereum BBTrend Is Positive

Ethereum’s BBTrend is currently sitting at 3.23 and has remained in positive territory for the past three consecutive days. The indicator recently peaked at 3.93 on March 22, signaling a strengthening trend over the short term.

This sustained positive reading suggests that Ethereum may be gaining momentum again, though not aggressively.

Notably, the last time BBTrend reached above 5—a level typically associated with strong trending conditions—was on February 26, nearly a month ago. Since then, the indicator has shown moderate strength but has yet to break into the high-momentum zone again.

BBTrend, short for Bollinger Band Trend, is a technical indicator used to measure the strength of price trends. It quantifies how far the price deviates from its mean, typically using Bollinger Bands as a baseline.

Values below 0.5 often signal a lack of trend or choppy conditions, while readings above 1.0 indicate growing trend strength. A value above 3 is considered a sign of a solid trend, and anything over 5 typically points to a strong directional move, either bullish or bearish.

Ethereum’s BBTrend hovering at 3.23 suggests some directional conviction, but the absence of readings above 5 in the past month may imply that while ETH is trending, it’s not yet in a breakout or high-momentum phase.

Whales Are Reaching A Month-Low

The number of Ethereum whales—wallets holding between 1,000 and 10,000 ETH—has dropped to 5,329, down from 5,344 just three days ago.

This slight but notable decline suggests a gradual reduction in large-holder confidence or positioning. What’s particularly important is that this is the lowest whale count observed since February 25, marking a one-month low.

While the change may appear small, even marginal movements in whale behavior can ripple through the broader market, especially when Ethereum’s trend indicators are showing only moderate strength.

Tracking Ethereum whale wallets is crucial because these large holders have the power to influence price through significant buying or selling activity.

Whales often act as smart money, and changes in their accumulation or distribution patterns can serve as early signals of broader market shifts. A declining whale count may imply that some high-capacity investors are taking profits, repositioning, or adopting a more cautious stance.

The fact that the number of whale wallets is now at a monthly low could suggest increasing hesitation at higher price levels, potentially capping upside momentum for ETH in the near term unless new inflows or investor confidence returns.

Will Ethereum Fall Below $2,000 Again?

Ethereum’s EMA lines currently suggest a phase of consolidation, with price action continuing to struggle around the $2,000 mark. The lack of clear direction reflects indecision in the market, as ETH trades within a narrowing range.

On the downside, if Ethereum price tests the key support level at $1,938 and fails to hold it, the next lower targets lie at $1,867 and potentially as far as $1,759.