Over the course of a few years, I have studied various blockchain projects and the protocols they are composed of. For the most part, many projects are duplicates – handfuls of blockchains trying to solve the same issue. Gath3r is very much different in this regard and provides a unique solution to a historic headache in the digital advertising world.
They intend to solve an issue that’s nearly as old as the web itself by creating something called CPaaS, or Compute Power as a Service, which allows the computational power of publishers on the Gath3r platform to be utilized to lower operational costs.
To understand more about what Gath3r is doing and why it’s so important, we need to rewind time and look at where the web began.
The creation of the Web is unanimously credited to Tim Berners-Lee is 1989 where the first website was built by him not long thereafter. Since then, there have been countless layers of innovation that has amplified both the form and function of web browsing, anything from basic layouts of HTML/CSS to front end programming and server side innovations. One of the most controversial additions throughout said history has been advertising on websites.
Online advertising began to hit public awareness early in 1993 and became popular by big brands like AT&T in 1994. This was the standard banner type style ads which, at the time, received a high quality click through rate of 44%, focusing more on the content than the sale of a product (since brick and mortar retail was still alive and well at the time). Fast forward to today and a myriad of techniques are used specifically for advertising through the web and mobile which specialize in targeting individuals most likely to engage in a product – often controversial ones such as behavioral targeting and geotargeting.
Many believe that advertising has reached a point of being too invasive and obstructive, making online experiences difficult or even creepy. In addition, some just want to browse in peace. Although advertising is seen in a bad light, it remains as popular as ever for one particular reason – monetization. Gath3r knows this and understands that there should be an alternative option for this type of advertising.
The Battle of Ethical Web Monetization
As much as we hate to admit, most of the internet would be non-existent if monetization ceased to exist. Quite simply, making money or maintaining financial support by a web presence is an incentive that keeps websites operating. This incentive is designed to ensure more web presence is maintained or content is produced which we know this has largely been exploited through advertising. Ad models have degraded over the years with lower click rates and cheap or even false ads. Consumers have been reactive in their own way by using ad blockers or avoiding sites and even brands altogether. Products made by website operators can be a difficult sale depending on your content or niche, while merchandising tends to have a lower margin of benefit due to costs of materials, location, or dropshipping.
This is where the Catch-22 resides. Although there are definitely bad actors at play, businesses and personalities online need a way to profit or keep the lights on to continue their content trajectory. On the flip side, advertisers are trying to get their name out at the unfortunate cost of weakening their reputation through intrusive ads.
So is there a middle ground? Is there a way for someone creating a blog to gain support another way other than showing adverts?
This particular issue is something Gath3r is resolving through their blockchain platform CPaaS. As you can imagine, Compute Power as a Service sounds exactly what it looks like – the platform is designed to take un-used computational power of your computer or device while you browse a website for publishers to mine the Gath3r network as a replacement of online adverts.
The Blockchain Browser Platform
Gath3r understands the history of web monetization, the complexities of having money producing strategies today, and what is certainly on the horizon in the future. Ad monetization is a crumbling tower that Gath3r intends to be replaced by CPaas, part of which involves a feature called a web-miner. Browser mining has many similarities to standard mining – the same basic methods used to mine Bitcoin and others. As you might expect, the biggest difference here is the mining does not take place on mining stations built at home with GPUs but takes advantage of the processing power available on the CPU and GPU of the user that is accessing your site.
The Gath3r blockchain system is designed to work with the user in mind to have a seamless method of operation. Gath3r is able to use code that websites can place onto their site to allow the CPaaS to perform its protocols. Once this setup process is complete, users are then able to use your site while allowing their computational power of their device to mine in a merged mining capacity. Users as a result will have a better user experience from the absence of online advertising on the site alone.
Strategic Benefits of Gath3r
There are several benefits to the Gath3r system. One of the most notable concepts that make Gath3r innovative in this area is the use of merged mining in their monetization process. Merged mining, as CEO of Gath3r Reggie Jareth explains, “is the process of allowing two different cryptocurrencies based on a similar algorithm to be mined concurrently.”
This type of mining process increases the hash power of such currencies used and increases the security as well. Other features of the Gath3r blockchain take advantage of Masternodes, another common feature among standard mining blockchains.
The use of masternodes will increase the consensus process and allow transactions to work more efficiently on the blockchain. In addition, Gath3r incorporates the use of smart contracts to allow suppliers and producers to settle transactions accurately and ethically.
Money on the Mine
The proposal that Gath3r brings to the table is an intriguing solution to a successful alternative to web-based monetization. Users are essentially able to trade intrusive advertisements that they don’t pay attention to anyway with a solid user experience at an insignificant cost (which would likely have been used by the computational power of loading the advertisements anyway).
The website itself is able to receive appropriate financial benefits while offering a more ethical approach to viewing their content. The operation of how Gath3r is designed to work is a benefit to everyone and to have a blockchain project with a robust solution that’s also an advantage of all parties is a recipe for a contention to mainstream adoption.
As the decade draws near, it’s interesting to see how blockchain will affect the future. It’s easy to see how computers may take advantage of CPaaS services out of the box and how Gath3r might be ahead of the curve.
The Daily Chain
*Disclaimer – Gath3r are our Media Partners and therefore this content is sponsored by them. The fees paid by this project are used to pay for The Daily Chain salaries, dev work, hosting services, travel expenses etc.. that are required to make this company a success and continue to provide the community with great content on a daily basis.