[ARCHIVE] Barriers to Entry

After organizing all of the steps needed for a publisher to enter the adChain Registry, I have come across several different factors that I classify as barriers of entry for fluid adoption by the advertising industry. Essentially, I put myself in a publisher's shoes who has never even heard of crypto, but wants to be in the adChain Registry. The barriers of entry that I've found are listed below:

• Purchasing and Storing ADT
• Application Process and Phases
• Inbound PUB/ADV Interest
• I'm Just Confused

Purchasing and Storing ADT

PROBLEM

The idea of purchasing ADT without ever purchasing Bitcoin/Ethereum is one of the biggest barriers of entry. For now, one must:

• Setup a CoinBase account (4 days approx.)
• Purchase Ether (7 days)
• Setup Bittrex account (1 day)
• Transfer Ether from Coinbase to Bittrex (1 hour)
• Purchase ADT with Ether on Bittrex (1 hour, assuming they understand how to make purchases on Bittrex)
• TOTAL MINIMUM: About 2 weeks, where the user can lose interest at any time and just keep their Ether on CoinBase/cash out

Not only is the process to purchase ADT a barrier of entry, the act of securely storing ADT in a digital wallet is a major barrier as well. The process to do so includes:

• Creating an account on a digital wallet, (MEW, Parity, or MetaMask) (1 hour)
• Transferring ADT from Bittrex to the digital wallet (1 hour)
• Downloading the wallet's extension in order for the WebApp to read the user (1 hour)
• Properly securing private key and never ever ever losing it (lifetime)

SOLUTION

A third party exchange can be integrated with the adChain Registry WebApp in order for users to INSTANTLY purchase ADT with US Dollars. Also, when a publisher applies into the Registry, the application can instantly create an Ethereum wallet when the user purchases ADT with USD. With this integration, the publisher is able to apply, create a wallet, and purchase ADT all through the application process on the WebApp without the need to register on an exchange and a wallet provider.

Publishers are accustomed to logging into a portal with an email and password. In case the password is lost, it can be reseted through a simple email process. In the case of the technology the adChain Registry asks for, a lost private key can never be recovered and the funds stored in the wallet will be lost forever. I recommend that MetaX provides a Publisher portal where their wallet's private key can be accessed. Essentially, we host all wallet creation and maintenance in order to easily on-board publishers onto the adChain Registry. Although some might not see this as ethical and vulnerable to hacking, we can safely assume that Publishers do not have a vast portfolio of cryptocurrencies/tokens in their Ethereum wallet (provided by the WebApp). Because we can safely assume that only a reasonable amount of ADT will be stored in the wallets, MetaX can confidently provide the digital wallet hosting service.

Application Process and Phases

PROBLEM

Although a great answer to integrating blockchain with the digital advertising industry, the adChain Registry application process is a long, confusing process that will DEFINITELY be seen as a barrier of entry.

SOLUTION

As the Publisher goes through the longwinded process of applying into the registry, they must be taken by the hand and guided through the phases. I recommend that a Publisher-facing dashboard be built in order for them to know EXACTLY where they stand in the application process. This Pub dashboard can display all stages in the application process, as well as the meaning of each. In order to implement this, Publishers must have a way to login with a username/password or QR scan. This dashboard can also house their private key information (mentioned above).

Inbound PUB Interest

PROBLEM

In the digital advertising industry, the platform sign-up process is tedious but organized. If a publisher wishes to have their content monetized, they sign-up on a DSP's application page. An account manager from the DSP then reaches out to the Publisher in order to organize a contract agreement. The account manager guides the publisher throughout the whole process, and we should do the same. When a publisher is confused in the application process, they will most likely email a general MetaX email where the assistant has no idea exactly where the publisher is in the application process.

SOLUTION

Account managers will definitely be needed in order to manage the requests made by the on-boarding publishers. Integrated with Salesforce, the AM will know every point in a Publisher's application process when processing their requests.

I'm Just Confused

PROBLEM

People in the advertising industry are beginning to hear about blockchain and all of its implementations. Although they understand the hype, they have no idea what it has to do with digital advertising.

SOLUTION

An education center is crucial towards eradicating the educational barrier of entry. We must have infographics, videos, walkthroughs, etc. to educate the industry in bite size pieces. This educational center must be user friendly as the user will be in a speculative phase, and must enjoy the educational center in order to move onto fully using the adChain Registry.