the tangled advertising network is a decentralized peer-to-peer marketplace for advertisers to reach audiences throughout the tangled ecosystem (browser, search, social).
advertisers use tools included within the tangled browser to create and manage their ad campaigns. the tangled browser used by the advertiser connects to other participants on the tangled network. the tangled network broadcasts advertisement requests as needed. when an advertisement request matches an ad campaign, the advertisement is provided to the network and displayed to a user. the advertisement impression is settled with a micro payment that is sent from the advertiser to a participant on the tangled network.
if the advertiser closes their tangled browser or shuts down their computer, they are offline and their ads are no longer active and available to be displayed.
the tangled ecosystem consists of decentralized platforms (browser, search, social) that combine to form an economy. advertisers are only one economic participant in the tangled ecosystem. other participants include content creators, content consumers, content moderators, search node operators and millix node operators.
the tangled advertising network uses a pay-per-impression model. this means that the first time an advertisement is presented to a user, the advertiser pays for the impression. the advertisement may be presented to the same user multiple times in a given time period, but only the first impression has a cost to the advertiser. there is no additional cost to the advertiser if the user clicks the advertisement. the pay-per-impression model is a low cost alternative to pay-per-click or pay-per-action models.
unlike traditional internet advertising platforms, where the platform itself is the financial beneficiary of advertisers' spending, in the tangled ecosystem the advertisers' spending is shared by all participants in the tangled ecosystem.
advertising on the tangled browser
the tangled browser is an internet browser that extends the millix economy to every page on the internet and allows users to earn while the browser is running. advertisements from the tangled advertisement network appear in the browser application above the internet page that the user has navigated to.
the money that advertisers spend to advertise in the tangled browser is sent as micro payments directly to the browser users viewing the advertisements. click here to learn more about the tangled browser.
advertising on the tangled search
tangled search is a peer-to-peer search engine that decentralizes content crawling and storage, search result rankings, and economics. click here to learn more about the tangled search.
the money that advertisers spend to appear in tangled search results is sent as micro payments directly to the search engine participants that provide search results to search users.
existing internet marketing platforms have invested tens of billions of dollars to build and operate fraud prevention systems. this expense is passed on to advertisers. as a decentralized system, the tangled ecosystem functions unlike any system ever built. it is an invention from the ground up, and as a result, there may be attack vectors for fraud that have not been considered.
advertisers are protected from known vectors of attack and compensated for undiscovered attack vectors in a number of ways:
risk adjusted pricing
while the tangled development team monitors and responds to attack vectors, advertisers pay extremely low rates compared to traditional internet marketing platforms. this allows advertisers to run experimental campaigns and compare tangled performance against other platforms with little risk.
ip address & computing resources
advertisers are not charged for impressions to users connected via vpn, proxies or data centers. this creates difficulty for large scale and for users trying to intentionally expose themself to higher paying advertisements by falsifying their geographic location.
tangled browser users are not eligible to earn money from advertisers unless the millix node service is enabled and active in their tangled browser. running a millix node consumes computer resources. the cost of running an active millix node disincentivizes attempts to fraudulently receive advertisement payments by running hundreds of tangled browser installations.
advertisers only pay for the first ad impression per user, per day, regardless of how many times the ad is presented to the user. there is no limit to the number of free impressions an ad has. the number of free impressions is influenced by how many advertisers are targeting the user. for example, if 10 advertisers are targeting john's demographic and john is presented with 100 ads per day, each advertiser's campaign will be presented to john at an average of 10 times per day but will only pay for one impression.
regardless of the best efforts of the tangled team, fraud prevention will be an ongoing effort. advertisers should monitor their campaign budgets, bids, click rates and conversion rates to ensure they are receiving greater value advertising on the tangled ecosystem than they would receive from existing centralized advertising platforms.
advertisers can target audiences based on language, geography, and based on search phrases made by individual users.
the tangled ecosystem prioritizes user privacy. unlike traditional browsers, social networks and advertising platforms, the tangled ecosystem does not attempt to listen to, track, store, infer or analyze user behaviour to monetize their data or target them with advertisements. tangled browser users do not provide any identifying or personal information to participate on the network.
the tangled team does not seek to participate in, or benefit from, advertiser's payments or budgets. as a result, the tangled team is not incentivized to seek or analyze user data for profit. from the perspective of cost benefit to advertisers, the expectation is that advertisement targeting will be less efficient, but ultimately the size of the audiences attracted to this approach to privacy, combined with the low costs of advertising on the tangled network will more than compensate.
for launch, the tangled advertising network only supports text based ad creatives. graphical banner formats may be introduced in future versions. each text ad creative has three components:
headline: 64 bold characters appearing on the first row of the ad creative.
deck: 50 characters appearing on the second row of the ad creative.
domain: the domain name of the ad creative's final landing page.
[deck] - [domain]
long domain names may consume characters from the deck. exclamatory characters are not allowed. excessive capitalization is not allowed. emojis count as two characters.
example: florida drivers are saving up to 40% on their car insurance.
click for a free quote before your next payment - insurance21.com.
advertisers can place dynamic variables in their ad creatives, which tangled populates in real time with personalized values. tangled does not track user behaviour or store personal data about users. the personalized values come from publicly available data associated with the ip address of the user:
example: the following creative would appear differently for each user viewing it:
all [city] residents can buy one get one free between now and [day, +1]
john sees: all o rlando residents can buy one get one free between now and friday
ann sees: all seattle residents can buy one get one free between now and friday
dynamic variables can contain a value to be displayed if no other value is available. for example, the following dynamic variable:
[city, "safe"]drivers can save money on their car insurance.
would show the user's city when available and "safe" when no city name is available.
orlando drivers can save 20% on their car insurance.
safe drivers can save 20% on their car insurance.
creating ad campaigns
an advertising campaign has a budget and an advertising category. each campaign can contain multiple advertising creatives. advertising creatives contain the text that the users see, the destination URL and audience targeting. advertisers can organize the campaigns, creative and targeting however they prefer, the only guideline is that all the creatives contained within a campaign match the advertising category assigned to the campaign.
users are able to block advertising categories and advertisers. if an advertiser misrepresents the category that an advertisement is associated with, the users may block the advertiser.
example: john doesn't want to see any advertisements about women's shoes. stan creates an advertising campaign and assigns it to the travel category. stan has created multiple travel creatives in the campaign but he is also experimenting with advertisements for women's shoes and accidentally puts an ad creative for women shoes in the campaign assigned to travel. john accepts travel advertisements, but is presented with stan's mistaken ad about women's shoes. john reacts by blocking all of stan's advertisements.
funding ad campaigns
campaigns must be funded with millix before they are active on the tangled search network. the tangled browser creates a new millix wallet that is used by all campaigns. the advertising wallet can be funded using the "add fund" button on the campaign page. when the balance of the advertising wallet approaches zero, all campaigns are paused and are not available to the tangled search network. when the advertising wallet is funded, the campaigns are resumed.
each campaign has a daily budget that is applied to all the creatives within the campaign. the system tries to spread the impressions evenly throughout the day. when the budget is being consumed too fast to last throughout the day, the system throttles the rate that advertisements are provided to users.
when an advertiser is creating a new advertisement, they need to provide a bid per-thousand impressions. for example, if the bid for 1,000 impressions is $10, each impression will cost $0.01. in order to assist the advertiser to determine the bid amount, a request is made to the tangled advertising network for ads in the same category that the new ad is being created in. the responses from other advertisers are analyzed and a bid amount is suggested. it is recommended that the advertiser complete their targeting before setting a bid so the market analysis is more accurate.
advertisers can create lists of geographies to include or exclude. the system examines included geographies and then removes excluded geographies.
search phrase targeting
search phrase targeting only applies to searches made with the tangled search engine. when a user does a search for "cat food", advertisements related to cat food are presented within the search results. cat food advertisements will only be provided to users that have explicitly searched for cat food in tangled search.
search phrase targeting does not restrict advertisements from appearing in the tangle browser. the tangled browser only requests advertisements using geography targeting. that said, if a user does a search for "cat food", the cat food advertisements provided by the tangled advertisement network are stored in the users' local advertisement queue and may appear in the tangled browser.
when a user requests advertisements, many advertisers respond with creatives and bids. the user stores the creative content in their local advertisement queue. the paid impression of the advertisement may appear immediately, or some time after the advertiser provided it.
tangled browsers identify themselves to advertisers using a variety of unique identifiers and the current ip address of the browser. each advertiser keeps track of which browser and ip addresses it has recently provided ads to. an advertiser does not provide advertisements to the same browser or ip address more than once per day.
settling advertisements from the tangled browser
when an advertisement is selected from the advertisement queue to be presented to the user, the user's browser sends a settlement request to the advertiser to confirm that the advertisement is still active and funds are available to settle the ad impression. the advertiser either responds that the advertisement is no longer active, doesn't respond at all because the advertiser is offline, or responds with payment verification including a millix transaction id.
advertisements presented in the header of the tangled browser are settled just-in-time. the ad queue that is stored locally for each user is populated with new ads in batches. the ads from the queue are presented to the user over time, called epochs. the user can't force ads to appear more frequently. each ad from the queue is presented more than once, but the advertiser only pays for the first impression. when an ad has been viewed by the user it is removed from the ad queue. when the ad queue is empty, it is repopulated with new ads in a single batch.
settling advertisements from the tangled search engine
the tangled search engine is a peer-to-peer, decentralized search engine for finding content on the internet. search users can access the tangled search engine without using the tangled browser. search users are not paid by advertisers.
the tangled search network is powered by tangled browser users who have configured their browser to participate on the tangled search network. these browsers collect and index content from the internet. when a search user performs a search, the participants on the tangled search network respond with web pages they believe match the search. simultaneously, the search is received by advertisers and they respond with advertisements they believe match the search. the search user receives all the search results and the advertisement results and sorts them based on their personal preferences. the search network participants providing the results are paid by the advertisers that appear within the search results. click here to learn more about tangled search.
if the search user clicks a search result provided by the tangled search network, the search is considered a success. the advertisers that appeared on the page are sent a settlement request to pay the search engine participant that provided the search result that the user clicked. if the user does not click a search result the search is considered a failure. a failed search triggers settlement requests to the advertisers with instructions to pay the tangled network. these payments are used to fund development to improve the search engine and to stimulate the tangled economy.
settlement requests are sent to the advertiser up to 2 minutes after the advertisement has been presented to the user. if the advertiser does not respond to the settlement request, or provides an invalid transaction to pay for the settlement, the user will add the advertiser to their local block list. no advertisements from that advertiser are accepted by that user for some period of time. this limits the frequency and scale that advertisers can behave maliciously.