Papyrus the Blockchain ecosystem for advertisers

Papyrus is the decentralized ecosystem for advertisers, owners of Internet resources, developers and users created based on a blockchain platform and smart contracts of Ethereum.

The team of the Russian developers announced the global decentralized ecosystem which will make this revolution in the world of digital-advertizing in July, 2017. According to representatives of the project, Papyrus is not just new adtech-platform, but a set of technologies which will change and will integrate all existing Internet advertizing market, considerably having increased its efficiency.

Vision

The Papyrus project will become the first-ever decentralized ecosystem for pro-grammars advertizing having the high scalability allowing to process billions of advertizing demonstrations daily. This end-to-end system will integrate users, owners of Internet resources, advertisers and developers of the decentralized applications (dApps), allowing them to interact on the terms of transparency and mutual advantage.

Papyrus purpose — to solve the main problems of the market of Digital Signage: irritation of users in connection with irrelevant content and the hidden shadowing the behavior; long opaque chains of intermediaries between advertisers and owners of Internet resources; heavy expenses on fight against fraud and the low accuracy of targeting. According to researches, up to 50% of costs it is the share of payment of intermediaries or fraudulent traffic, i.e. on average the advertiser receives for each spent dollar the actual advertizing value for only $0.5. By estimates of EMarketer, the world market of the digital advertizing market in 2017 will make $223.74 billion, i.e. more than $110 billion will probably be spent for nothing.

Uniqueness of approach of Papyrus — in what participants do not need to trust the third parties during the work with Internet advertizing. The balance of interests of participants is reached naturally at the expense of the decentralized consensus and mutual motivation to fair and effective work:

• Users will be able independently to control what advertizing they see and what data they share with advertisers. In exchange they will receive instant payments in cryptocurrency which will be able to use in the purposes, for example, to pay bills for the Internet and phone, to get access to paid options on Internet resources. It a good incentive for users will not set the adblock-program, and to be the active participants of an ecosystem available to advertisers.
• Owners of Internet resources and dApps developers will begin to receive higher revenue thanks to transparency of demand for advertizing spaces and integration, lack of costs for intermediaries and instant payments in cryptocurrency.
• Advertisers will receive qualitative traffic and big efficiency — the transparency of all transactions and hostless system of reputation and an antifraud will provide fulfillment of requirements of "brand safety", will protect from fraud and non-human-traffic.

Implementation of blockchain technologies in advertizing is integrated to overcoming serious technology difficulties, such as problems of scalability of blockchains. The Papyrus project – the first in which the technology architecture allowing to bypass these difficulties is developed. Other projects which are going to use blockchain technology in advertizing: BasicAttentionToken, Adchain, QChain, AdEx. Each of these projects is going to solve certain highly specialized problems, but does not solve an Internet advertizing market transformation problem in general. At the same time each of these projects can be integrated into Papyrus ecosystem. Papyrus creates global is decentralized the managed ecosystem open for all developers of new adtech-solutions and including a full range program a component open source for a full stroke of work from pro-grammars as Internet advertizing.

To accelerate acceptance by the market of an ecosystem Papyrus, in it special gateways open source which can be built easily in the traditional advertizing systems are created, having made them, thus, a part of Papyrus.

Shvets Alexander, director of the product Papyrus: "Papyrus is a breath of fresh air in RTB world. In this area remained many unresolved tasks connected with opacity of an ecosystem: inefficient intermediaries, fraud and non-paid operation of attention of users. Papyrus uses all the best that is in a blockchain, for improvement of an ecosystem of RTB: mechanisms of channels of statuses for scaling of transactions, concepts of proofs with zero disclosure for data protection and many other things. With pride I can tell that careful study of architecture of the project allowed us to correct all existing shortcomings of advertizing purchase, having made it absolutely transparent. Now this only thing a solution blockchain which approaches a problem of an advertizing ecosystem in a complex, making happy each participant of process: from publishers and owners of applications to advertisers and end users".

Technologies

Papyrus is created based on a blockchain platform and smart contracts of Ethereum, network of channels of statuses and the reliable decentralized data warehouse. The architecture of Papyrus consists of 4 layers, components of each of which are developed as the program open source. Papyrus will use management systems a blockchain identification and reputation of participants of an ecosystem and also the decentralized RTB protocol supporting dApps, instant settlement and transparent work from pro-grammars advertizing.

Papyrus is the global decentralized autonomous organization (DAO) controlled by holders of tokens in the mode of liquid democracy. As means of accounting and exchange between users, owners of Internet resources, dApps developers and advertisers within an ecosystem of Papyrus will be used the token of PPR emitted using smart contracts in Ethereum blockchain. The total amount of tokens will be limited by the fixed number of 1,000,000,000 PPR created during primary generation.

After limited pre-sale of tokens which is going to be carried out in August-September Papyrus until the end of 2017 will provide a prototype of the ecosystem, will begin experiments with integration with traditional advertizing networks and platforms and also will carry out the first open stage of primary sale of tokens for a wide range of the interested participants.