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AdChain: Decentralized Header Bidding

Author

Listed:
  • Behkish Nassirzadeh

    (University of Waterloo)

  • Albert Heinle

    (CoGaurd)

  • Stefanos Leonardos

    (King’s College London)

  • Anwar Hasan

    (University of Waterloo)

  • Vijay Ganesh

    (Georgia Institute of Technology)

Abstract

Due to the involvement of multiple intermediaries without trusted intermediaries, lack of proper regulations, and a complicated supply chain, ad impression discrepancy plagues online advertising. This issue accounts for up to $82B of annual revenue loss for the honest parties. This loss can be significantly reduced if there is a precise and trusted decentralized mechanism. This paper presents AdChain, a decentralized, distributed, and verifiable solution that detects and minimizes online advertisement impression discrepancy rate. AdChain aims to establish trust by acquiring multiple independent agents that receive and record log-level data and a consensus protocol that determines the validity of each ad data. AdChain is scalable, efficient, and compatible with the current infrastructure. Our experimental evaluation on over half a million ad data points discovers systems parameters to achieve an accuracy of 98% to decrease the ad discrepancy rate from up to 20% to 2%. Our cost analysis shows that, on average, active nodes on AdChain can generate a profit comparable to miners on main Blockchain networks like Bitcoin.

Suggested Citation

  • Behkish Nassirzadeh & Albert Heinle & Stefanos Leonardos & Anwar Hasan & Vijay Ganesh, 2024. "AdChain: Decentralized Header Bidding," Lecture Notes in Operations Research,, Springer.
    • Handle: RePEc:spr:lnopch:978-3-031-68974-1_13
    DOI: 10.1007/978-3-031-68974-1_13
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