Rookie Coin White Paper THE COIN FOR FAIR ADVERTISEMENT MARKET SHINJI, DAVID CHO

Transcription

1 2018 Rookie Coin White Paper THE COIN FOR FAIR ADVERTISEMENT MARKET SHINJI, DAVID CHO

2 Table of Contents 1. Introduction Online advertising market fraud Mission of Rookie Block 2 2. Alternative presentation of problems Advantages of Rookie Coin Fairness and transparency No ICO Very low-priced fee Reliability Transparency Security Interoperability Accessibility 3 3. Structure and goods of Rookie Coin Rookie Coin (waves token) Rookie Token (our own BlockChain) Correlation between Rookie Coin and Rookie Token Increasing and decreasing policy of Rookie Token How to manage the medium list of Rookie Token 6 4. Description of Rookie Coin (Technical details) Structure 6 5. Roadmap Issuing Rookie Coin and platform before listing (about launching open version of Socialite) Preparatory stage of development after securing funds Development stage Airdrop after completing available version Continuous additional development for advancing blockchain Introduction of platform Socialite (waves token) Advertising-Posting-Request-Contract-Blockchain SDK for reward and applications (Web, ios, Android) Socialite-Blockchain How to induce evaluation of evaluation nodes in Socialite-Blockchain 13 THE COIN FOR FAIR ADVERTISEMENT MARKET

3 Abstract Our purpose is to establish a blockchain system that can help for more efficiently operating of system as well as providing advertisers with more transparent and proven system in terms of selling online advertisement on the online advertising platform. A great number of advertisers and advertising platforms have been currently damaged due to false advertisement, such as inducing accessibility of well-intentioned users by using fake postings. For this reason, companies have also been spending a lot of money to prevent such malicious attempts. At this moment, we would like to build a platform which can prevent inducement of fraudulent traffic caused by accessing to malicious fake postings, and minimize consumption of resource as well as verify the medium that creates and publishes such postings accordingly. This platform allows online advertisement to obtain higher efficiency and trust on the current online advertising market that has low reliability and expectations. As a result, it is to develop the online advertising market and relevant industries. 1. Introduction 1.1. Online advertising market fraud A huge international online fraud was occurred at the end of 20171). It is a large-scale fraud case which was occurred about $1.3 million damage in the United States2). According to a paper3) of Adform that is an advertising platform company, a new bot called Hyphbot has created 1.5 billion sophisticated fake advertising requests per day through generating fraudulent traffic from 34,000 websites and damaged about 500,000 systems. Each advertising platform is recruiting personnel for monitoring against malicious advertising fraud with immense resources to cope with its damage whenever such enormous damage is occurred, and is continuously improving solutions to prevent these damages of its own platform through a variety developments. However, such malicious bots are breaking these defenses and constantly evolving to continue malicious advertising fraud, and are also attacking more intelligently as well as increasing its size. THE COIN FOR FAIR ADVERTISEMENT MARKET 1

4 The repeated vicious circle behaviors in the advertising industry, such as attack and defense of these advertising frauds have been reduced efficiency and reliability of online advertisement, resulting in wasting immense expense as well as having a bad impact on the growth of the Internet advertising market. According to this case, even though each advertising platform can prevent such damages or reduce restoration expenses from the market s perspective by sharing our own developed solutions in order to prevent attack of malicious bot and fraudulent traffic, it is never easy for each advertising platform to share its own solutions with other companies because they are companies which are competing to win a contract for more advertisements. In addition, even though the platform that has its developed solutions to prevent such malicious advertising fraud grants permission about usage of its solutions by receiving usage fee for other platforms, it is very difficult for the existing advertising market to determine usage fee by transparenting fair amount which its solution contributed to set usage fee Mission of Rookie Block The Rookie Block is to establish interoperable platform that can see transparent information through using blockchain technology to solve the problems mentioned above and to receive fair reward in terms of sharing such technology for each platform. In addition, Rookie Block is to induce sharing of solutions and know-how about traffic verification through blockchain technology based on the above characteristics We are aiming at enormously increasing reliability of the online advertising market by solving inefficient and unreasonable parts of existing online advertisement through these activities. As a result, we would like to promote development of entire online advertising industry by providing Rookie Block for existing platform builders, users and advertisers in the advertising industry. 2. Alternative presentation of problems? Advantages of Rookie Coin 2.1. Fairness and transparency You can filter out behaviors that are creating excessive traffic or advertisings that are THE COIN FOR FAIR ADVERTISEMENT MARKET 2

5 harmful to users through users with a lot of wise observers on the blockchain. In addition, a great number of observers involved in the filtering activities can induce verification activities as well as more motivated and active monitoring through appropriate reward for their activities No ICO We do not conduct an Initial Coin Offering (ICO) for Rookie Coin and are invested by influencers who will be working on the Socialite, advertising platform that is currently established. Influencers can receive a reward through appropriate advertising activities, and also can choose cash or Rookie Coin as compensation. If you choose Rookie Coin, it means an investment Very low-priced fee The existing advertisements goes through complicated distribution that is consisted of various stages until one advertisement is posted. It is possible to reduce costs because the advertisement posting process in this blockchain is much simpler than the previous advertising market process Reliability You can get a higher level of trust than platform of existing advertising market because the fraudulent traffic by fake advertising posts can be verified through two steps and also be prevented in this blockchain when it comes to fraudulent traffic Transparency Each platform node (user) can share the entire series of processes in the platform and allow users of all platforms to see them transparently based on the technology and characteristics of the blockchain. In addition, more transparent advertising life cycle and advertising ecosystem can be established through using advantages of THE COIN FOR FAIR ADVERTISEMENT MARKET 3

6 this blockchain Security It is very difficult for external attackers to change the existing history due to the characteristics of the blockchain. With using the advantage of security of such blockchain, this blockchain platform can more strongly cope with external malicious attacks compared to the existing advertising platform, and also can operate the platform safely Interoperability You can have cost-saving effect by sharing the solution which can prevent fraudulent traffic caused by bots and the monitoring personnel with other platforms in the blockchain from the security and management perspective. Besides, each user can receive a ward in accordance with contributing to prevent fraudulent traffic in this highly reliable blockchain Accessibility If advertising agencies is trying to enter into online advertising platform, there are a great number of barriers within existing online advertising method. For instance, there are solutions that can measure traffic or prevent fraudulent traffic. It is very difficult to enter into online advertising market without such solutions. However, even advertising agencies that do not have these requirements can stably enter into the online advertising market in this blockchain. 3. Structure and goods of Rookie Coin 3.1. Rookie Coin (waves token) When the Socialite-Blockchain is completed, the Rookie Coin will be paid to the holders as a reward resource on the Socialite platform, and be utilized as a resource that can use the Socialite-Blockchain as well. Rookie Coins are issued and incinerated by every interval. The regulations for issuing, incineration and distribution of Rookie Coins are as follows. THE COIN FOR FAIR ADVERTISEMENT MARKET 4

7 5 billion coins as part of reward of the Socialite platform will be issued in advance. The following amount of Rookie Coins will be paid to those people who own more than 1 million coins among people who have Rookie Coin wallet by every interval. Total rewards in season ( is the function that retrieves the amount of Rookie Coins acquired from season per account) ( 은 is sum of total rewards in n season) Interest per account is (, is amount of Rookie Coins per wallet) ( is total issue amount of Rookie Coins) In case of periodical issuing of Rookie Coin, additional amount will be issued to meet the 5 billion for surplus that can be paid as reward to the medium users. Therefore, the total issue amount by every interval is as follows. Issue amount of new cycle : ( is issue amount of n cycle) 3.2. Rookie Token (our own blockchain) Token for indexing about the influence of each node When each platform node completes the campaign progress, special goods that can calculate the value of future medium and solutions are provided according to evaluation of the medium and used the fraudulent traffic prevention solution at the time of completing evaluation of postings posted by each medium. THE COIN FOR FAIR ADVERTISEMENT MARKET 5

8 3.2.2 At this time, special goods are provided according to the level of contribution because each platform node helps to create the evaluation index by evaluation method mentioned above when it comes to conducting campaign Tokens to be used as currency for means of payment such as fee As token is the main resource, it plays a role as the currency of the Socialite-Blockchain platform. We will conduct Airdrop to the people who have the Rookie Coin in accordance with the possession ratio. The token is needed to conduct an evaluation campaign and a power rank-based campaign, which is redistributed to the medium nodes participating in the campaign. On top of that, the token is paid as security deposit when the evaluation node reports on the level of honesty of advertisement. The security deposit may be returned or confiscated according to the evaluation results Correlation between Rookie Coin and Rookie Token Progress of development process about Rookie Token Blockchain due to the profit of Rookie Coin The timing of the Airdrop when the development is completed in some degree How to conduct Airdrop by the share of Rookie Coin (rate etc.) 3.4. Increasing and decreasing policy of Rookie Token How to issue and distribute according to demand of Rookie Token (POW, POS, DPOS) 3.5. How to manage the medium list of Rookie Token A description and diagram about how whitelists, blacklists, and recommendation lists of medium lists work with token for indexing 4. Description of Rookie Coin? (Technical details) Description about the campaign progress in the blockchain through token THE COIN FOR FAIR ADVERTISEMENT MARKET 6

9 Summary and description about the goods that each node acquires when the campaign is completed 4.2. Structure Platform node The platform node is a main node that serves as the distributed database storage of the Rookie- Blockchain. This platform node is a data store that can store all data of blockchain, and is a main node that can generate a block Information stored in platform node storage Data about resources owned by each node In addition to the main nodes, each user node can have impact on the blockchain. Therefore, history about the resources and evaluation indexes owned by main nodes and general users is recorded in the blockchain. Medium registry In case of registering as medium user on the storage of the main node, the corresponding information is registered in the medium registry. The medium registry can serve as whitelist or blacklist of each medium when the platform node conducts the advertisement, and is data that can be used as indicator for differentiating an excellent medium or an honest medium. Verification-application registry With using fraudulent traffic prevention algorithm, each platform can gain profits by registering algorithm or solution that detects and prevents abnormal behavior of malicious network bots that are a huge threat in the current advertising market into verification-application registry. This is a structure that users who are registered as medium in the medium registry can receive the reward only if verification is passed in the verification-application registry in order to verify postings of advertisement through the campaign. Verification-application can be registered by platform and normal users. It can become index that can be utilized as whitelist or blacklist within the registry in accordance with the evaluation of user who uses for the purpose of requesting advertisement, and that information is also changed variably. THE COIN FOR FAIR ADVERTISEMENT MARKET 7

10 Posts information of users who use as medium The posts registration information posted by the medium after registering medium, performance and evaluation for postings are stored in the blockchain. History of report Postings posted by medium will be verified by users who are working as surveillant as well as verification-application. While postings posted by medium consume advertisement, users as surveillant who detects abnormal behavior can verify these postings and report them after determining whether its posts are induced to fraudulent traffic or not. The [Reporting Abuse Post Process] process for this activity is as follow at the right-side picture. In case e of posting the advertising posts, the platform nodes that can provide a certain amount of posting deposit can utilize size (amount) of posting deposit as index to show the confidence in the advertising medium s honesty. At this moment, reporter puts both posting deposit entrusted by medium user and goods of same money as report guaranteed amount to the platform node when posting the posts in order to register campaign that suspects honesty of posts to posting report registry. The reported posts recorded in the report registry will be evaluated by users who are working as other verifier including reporter about whether or not posts are violated, and amount that was entrusted will be redistributed according to the evaluation results. The case of redistribution and contents of reward are as follows. THE COIN FOR FAIR ADVERTISEMENT MARKET 8

11 [Reward redistribution by reporting negative report] The medium in the medium registry will be evaluated at the end of these campaigns in accordance with the campaign performance. According to the evaluation results, each medium can receive resources based on the evaluation index of medium. The platform that attracted the advertisement through new information renewal of such medium and contribution by registrant of fraudulent traffic prevention algorithm used by advertising medium can be shown. In addition, the platform and registrant of fraudulent traffic prevention algorithm can receive the goods according to the level of contribution. The level of received contribution and quantity of entrusted goods are the same as the following graph (or formula that will be created). THE COIN FOR FAIR ADVERTISEMENT MARKET 9

12 Functions of users Item Platform node User node Storage O X Medium registration O O VA registration O O Post registration O O Report X O Report voting X O Medium registration - You can register your own medium in the blockchain. - Every time campaign achieves its performance through the medium, the evaluation index is reflected to 'Media Information'. - The evaluation index is used as indicator that produces the value of medium, and this index can be reflected when the platforms are conducting the campaign Registration of verification solution - A verification solution that measures the performance of medium and detects fraudulent traffic can be registered in the blockchain. - The medium which is conducting the campaign should derive one of the verification solutions that the platform wants. - The registrant of verification solution receives goods as much as he or she use from the user who uses the solution whenever the verification solution registered by registrant is used Conducting campaign - The user conducts a campaign in his or her own medium and can register its results in the blockchain. - The results are evaluated by verification solutions and surveillants in the blockchain Surveillance and report for posts - The users can obtain goods as much as goods contributed through the process of monitoring and reporting the performance results of other users' campaigns. - With this purpose, an interface for users who are using this blockchain is provided through 'reward-application-sdk'. THE COIN FOR FAIR ADVERTISEMENT MARKET 10

13 Using SDK for reward-application - The user can get the goods through SDK for reward-application, which some of the advertising costs required by the platform are used mandatorily. - he interface for report and voting will be provided to the users in the user s application using the SDK. - You can spend the goods for reporting or receive the goods as reward if you are successful in reporting or voting correctly. 5. Roadmap The platform software development and major plans of Rookie Blockchain in the future are as follows. - Rookie Coin is a leading coin to provide a new way which avoids risk-taking investments for investors. - In case of previous leading coins, it was common that the goods obtained by issuing coins or tokens to be valued as a token of its reward and investment through directly receiving coins valued as goods from investors like ICO was used in the development of new blockchain currencies or platforms. However, these existing methods have the side effect that investors are burdened by high risk about uncertainty or completeness of software development. - To avoid irrationality of this investment model and solve its problem, we would like to significantly reduce the risk for investment of this blockchain development by issuing coins which become key in advance before developing blockchain and distributing these coins according to the selection of users of existing advertising platform. - Based on this, it is expected for us to gain great trust from potential users of the blockchain that will be developed in the future. THE COIN FOR FAIR ADVERTISEMENT MARKET 11

14 [Rookie Blockchain Roadmap] 5.1. Issuing Rookie Coin and platform before listing (about launching open version of Socialite) In addition, we will induce the promotion effects by exposing it to more potential blockchains users through attracting more campaigns with the continuous sales of platform before listing. In this process, we will develop algorithms that can prevent the induction of malicious traffic against campaigns that are expected to be used in the future blockchain, and will also improve a variety of user interfaces for users' convenience. We will get the expectations and trust about future blockchain from more potential blockchain users through these developments and function improvements. The developed platform and the fraudulent traffic prevention algorithm will be reused once again in the next blockchain development Preparatory stage of development after securing funds Once the funds are secured through Rookie Coin, we will start developing the new blockchain discussed above. Besides, many people will proactively promote the blockchain that will be developed by performing RCAI (Reward Coin As Investment) which returns reward as investment to users in the existing platform without conducting ICO. THE COIN FOR FAIR ADVERTISEMENT MARKET 12

15 [ICO] [RCAI] 5.3. Development stage We will develop a blockchain as solution that can register an algorithm and a posting verification algorithm that can verify whether or not consumption of posted advertisement is normally conducted Airdrop after completing available version We consider a state that more than three proven platforms and more than one fraudulent traffic prevention algorithm are registered as minimum usable state (available version) that can use the blockchain. When we are at the stage, we provide resources that can be used in the blockchain for Rookie Coin holders who selectively invest to us in advance. The platform that used Rookie Coin as key before development of main blockchain will be an advertising platform in the first blockchain. In addition, the fraudulent traffic prevention algorithm that is used on that platform can be utilized as the first registered and proven fraudulent traffic prevention algorithm, so that total development period can be shorten Continuous additional development for advancing blockchain We will develop more intuitive and accessible APIs in order to attract developers of other advertising platforms and fraudulent traffic prevention algorithms that can support such platforms after completing available version of the blockchain. Besides, we will create a foundation for more platforms to increase together through mutual sharing and operation by developing tools or SDK that can make these platforms and algorithms more easily and conveniently THE COIN FOR FAIR ADVERTISEMENT MARKET 13

16 6. Introduction of platform 6.1. Socialite (waves token) Advantages of Socialite Role of Socialite How Influencer receives Rookie Coins in Socialite How to create a campaign and issue a coin Distribution and extinction method of coin according to the completion of the campaign 6.2. Advertising-Posting-Request-Contract-Blockchain Development of Blockchain-SDK which can solve the disadvantages of existing advertising platforms with blockchain and can be easily used on the platform Posting verification solution that can be registered in the blockchain Posting verification solution that are evaluated by solution users Advertising posts will be evaluated by each node, and reported posts will be challenged SDK for reward and applications (Web, ios, Android) SDK for Socialite-reward-application allows advertisements requested through blockchain to be consumed and evaluated Socialite-Blockchain Advantages of the Socialite-Blockchain compared to existing Socialite (improvements through using SDK) A brief description about the structure of Socialite-Blockchain and the process of its revenue sharing 6.5. How to induce evaluation of evaluation nodes in Socialite-Blockchain THE COIN FOR FAIR ADVERTISEMENT MARKET 14