THE USE OF BLOCKCHAIN TECHNOLOGY IN DIGITAL ADVERTISING AND MARKETING SECTOR: MODELING STUDY AND A CONCEPTUAL FRAMEWORK

Öz

The budgets allocated to the digital advertising and marketing sector have been increasing exponentially in recent years. However, this increase has brought many sectoral problems such as the increase of intermediaries, privacy violations, and click fraud on web pages. Although there are numerous problems that may arise in the process between the advertiser and the end-user until the payment is made, in our study, we evaluated how to complete the process without intermediaries and with a focus on trust. We tried to create a conceptual framework by offering appropriate solutions to disadvantaged situations. In the conceptual framework we offer, we use Blockchain technology, which ensures that the transactions and data used are in a decentralized structure without being under the control of any third party, and smart contracts running on the same Blockchain network. Diagrams and models prepared in the study will be able to form the basis for future studies. Thanks to this study, a broader conceptual framework will be created and additional contributions to the advertising distribution economy will be provided.

Anahtar Kelimeler

• Blockchain
• Smart Contract
• Solidity
• Digital Advertising and Marketing

BLOKZİNCİR TEKNOLOJİSİNİN DİJİTAL REKLAM VE PAZARLAMA SEKTÖRÜNDE KULLANIMI: MODELLEME ÇALIŞMASI VE KAVRAMSAL BİR ÇERÇEVE

Öz

Dijital reklam ve pazarlama sektörüne son yıllarda ayrılan bütçeler katlanarak artmaktadır. Ancak bu artış aracıların artışı, gizlilik ihlalleri, web sayfalarındaki tıklama hilesi gibi birçok sektörel sorunu da beraberinde getirmiştir. Reklam veren ile son kullanıcı arasında ödeme yapılana kadar geçen süreçte ortaya çıkabilecek sayısız sorun olsa da yapılan bu çalışmada, sürecin aracısız ve güven odaklı olarak nasıl tamamlanacağı değerlendirilmiştir. Ortaya çıkan dezavantajlı durumlara uygun çözümler sunularak, kavramsal bir çerçeve oluşturulmaya çalışılmıştır. Sunulan bu kavramsal çerçevede, yapılan işlemler ve kullanılan verilerin herhangi bir üçüncü taraf kontrolünün altında olmadan merkeziyetsiz bir yapıda olmasını sağlayan Blokzincir teknolojisi ve yine aynı Blokzincir ağı üzerinde çalışan akıllı sözleşmeler kullanılmıştır. Bu çalışmada hazırlanan diyagram ve modeller, yapılacak sonraki çalışmalara temel oluşturabilecektir. Bu çalışma sayesinde, daha geniş perspektifli bir kavramsal çerçeve oluşturulabilecek ve reklam dağıtım ekonomisine ek katkılar sağlanabilecektir.

Anahtar Kelimeler

• Blokzincir
• Akıllı Sözleşme
• Solidity
• Dijital Reklamcılık ve Pazarlama

Kaynakça

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