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The word order on many people's lips is currently blockchain and what this technology can do for every industry. The media industry is no different, with interesting potential forecasts for the use of this technology.
A new report by the World Association of newspapers and newspaper publishers (WAN-IFRA), published with the support of its Global Alliance for Media, explores the link between blockchain and news publishing and how it is already used, and where it could be direct.
As the report states, "There's something appealing in a technology that seems easy to configure, that does not require a leader or a central controller and that can store anything permanently."
There seems to be a widespread agreement that blockchain is suitable for the protection of intellectual property. The key is the ability of the technology to record and display indisputably the origin and the time of publication – and any republication – of any type of content.
In the news publication, the Associated Press is working with Civil to develop a means to track all transactions and allow the AP to assert their license rights. Startup like Katalysis they are using blockchain to help publishers ensure they are compensated for the re-publication of their content. Both cases are present in the report.
"Blockchain promises are seriously challenging industries based on intermediation, trusted third party distribution and transactional models.For information professionals, this means that the radically disruptive nature of blockchain requires a serious exploration of Challenges, Implications and Opportunities We hope this relationship can help our members and partners better distinguish between the hype – which is reminiscent of the Internet bubble – and the true potential, "said Vincent Peyregne, WAN CEO. IFRA.
Likewise, the responsibility and transparency of publication via blockchain are seen as powerful tools in the campaign to restore trust with readers, particularly against the background of garbage masked by news content that has invaded the web.
Blockchain also has the potential to help publishers realize their plan to implement micropayment solutions. In fact, "tokenization" – the almost frictionless exchange of values allowed by the blockchain – means that news consumers can, in theory, gain credit by contributing constructive comments to factual checks to display advertising content.
Many blockchain-based publishing platforms aim to enable individual content creators and freelancers to profit from their creative efforts. This disintermediation is a development that established publishers may wish to keep an eye on.
What about advertising?
The second part of the report describes some of the implications of blockchain in the advertising sector, particularly classified and programmatic. Having reached its logical conclusion, the emphasis of the blockchain on responsibility means more than an indelible association of a person's name to a piece of online content; it can mean establishing the identity of that person beyond doubt. The implications are far-reaching.
Blockchain can be used to restore confidence in the often unstable relationship between advertisers, publishers and users, say Guillaume Vasse of the Sud Ouest newspaper in France and Christophe Camborde of its technology partner, Blocks. Their starting point is the memorization of user consent agreements under GDPR, which they see as a springboard for larger projects.
DOWNLOAD THE RELATIONSHIP
WAN-IFRA members: employees of WAN-IFRA member organizations can download the report for free as an entry fee to the following link: WAN-IFRA_Blockchain_report.pdf
Non-members can purchase the report using the following link. Not a member yet?
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