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At the heart of Ubex’s advertising purchasing algorithms, lie neural networks that process information about each visitor to the member networks’ websites. The neural networks evaluate the interests of users, calculate the likelihood of targeted actions for all advertiser offers, and choose the most suitable advertisement. Thanks to this, member network website visitors see only those ads that are maximally confined to their interests, and which would convince them to fulfill the target action with maximum probability. Thus, Ubex maximizes the targeting of advertising and the economic efficiency for advertisers.
Ubex aims to solve the problem of low confidence in the purchase of digital advertising. Smart contracts allow for making the relationship of advertisers and publishers (owners of ad slots on sites) as transparent and fair as possible, as well as minimizing the risks for all parties. By applying such an approach, Ubex allows passage from the traditional pay per click scheme to the model of payment for targeted actions, the most fair and interesting model for advertisers.
Differences from competitors
Each project has its own, special vision of solving issues. For example, the MAD network project seeks to create a number of separate ecosystems. Some projects, such as Papyrus and Exchain provide a combined ecosystem encompassing the creation of a gateway to centralized advertising exchanges.
Ubex understands the current market has needs, and understands that the introduction of decentralized solutions will take a lot of time in the real market environment. Large publishers, such as Google Inc. Facebook Inc. and others (which account for more than 60% of advertising budgets) can move to decentralized solutions only in the very distant future, and this is a serious risk for the successful development of the system and for attracting advertisers. Therefore, Ubex supports a fully hybrid interaction approach with both traditional DSPs and DMPs, as well as with decentralized solutions, while supporting multicurrency offers and cryptocurrencies.
In addition, an important difference between Ubex and other companies is the ability of launching campaigns to solve the problems of the advertiser at different stages of the funnel, such as work on CPS, CPA, CPL, and campaigns aimed at brand recognition and attracting new audiences to the advertiser.
However, the most important difference is that Ubex is not just a place for algorithmic traffic purchases, but that a central role in the system is attributed to artificial intelligence. Despite the fact that a number of projects, for example Exchain and MAD, declare the presence of an AI in their system, the role allocated to their construct is marginal. The Ubex AI constantly improves the quality of advertising purchases, makes qualitative detection of fraud, and in the end pleases the user by showing more relevant advertising. It is for this purpose that data mining by the publishers has been included as a function within the system.