Atlas Protocol Light Paper Defining blockchain interactive adver tising & marketing version: 0.9.1 2019-05-30
Motivation With the rapid growth of the Blockchain industry we are seeing continuous rollouts of blockchain projects. However, as of today, there is very little interaction can be done on blockchain other than balance transfers. Even though we have Smart Contracts that enables Dapps, a good mechanism for information transferring and discovery is still to be defined. There are prior attempts trying to solve digital advertising’s problem with Blockchain technology, however, Blockchain economy has its own advertising problem to be solved. It is impractical to promote Blockchain projects in Internet since digital advertising industry can not profile Blockchain addresses and current Blockchain could not support complicated interactions required by advanced advertising practices. Hence a better infrastructure is needed to help define ways of identifying, activating users and conveying information along with value. Nebulas Labs (Nebulabs) and xGoogler Blockchain Alliance (xGBA) has jointly incubated Atlas Protocol (ATP) to close this gap in the blockchain ecosystem. ATP is tasked to build a Blockchain native interactive marketing infrastructure so to enable information flow freely on chain and also to explore new ways of on-chain interactions. 1
Protocol Atlas Protocol proposed a new Blockchain native media for value ranking and circulation via advertising. ATP aims to connect advertiser, publishers(e.g, DApps), Blockchain users with on-chain interactions via Atlas Ads. Overview TIE ATR UDI Atlas Protocol components includes: ■ Transaction Interactive Element (TIE): Interactive elements build on top of Blockchain transactions ■ Atlas Targeting Rank (ATR): Value ranking mechanism based on on-chain activities ■ User Data Protection & Incentives (UDI): Mechanism to protect user privacy from abuse as well as include users into the value circulation by rewarding user for engaging in on-chain interactions. 2
Protocol: Transaction Interactive Element In Atlas Protocol, Transaction The protocol itself defines: Interactive Element (TIE) ● Generic interaction structures that could be specialized for different scenarios defines a generic structure for ● TIE data structure and related storage & transportation guidance users on Blockchain to interact with each others ● How to Interpret TIE data in end user facing channels besides transfer transactions. ● Smart Contract interfaces for record TIE interaction data on Blockchain It is worth noting that TIE also defines how one can proactively reach other Blockchain users on-chain Address with information and interaction intent. Brand Advertising Address AD TIE Survey & Voting Viral marketing Address Tx Hash: cd48….9a51 From: Address A To: Address B Value: 1 NAS Address Address A Address B 3
Protocol: Atlas Targeting Rank Atlas Targeting Rank (ATR) aims to navigate advertising information in the ever growing Blockchain Smart Contract network and make sure it reaches the most wanted audience. Addr ATR defines a value ranking mechanism for addresses that is: Address A Address B ● Based on on-chain activities of addresses ● Specialized for advertising Addr ● Used to increase the overall ROI of on-chain promotions Every address’ ATR value is updated periodically, and relatedness among user and multiple ad Addr candidates are calculated dynamically during ad match. Smart Contract 4
Protocol: User Data Protection & Incentives Atlas Protocol ascertains that user data belongs to user themselves, and value user contributed data through AD interaction as their contribution to the ecosystem to be rewarded. Hence in User Data Protection & Incentives (UDI), the protocol specifies the follow details: ● Ways of using Blockchain technology and other security measures to ensure user data. privacy, including that ATP user profiling will not use risky traditional technologies such as Cookies. ● Mechanism to make sure ATP applications complaint with data protection regulations such as GDPR. ● Guidelines for distributing incentives to user to acknowledge their data contribution. 5
Use Cases: Atlas Smartdrop In the era of Blockchain advertising, Airdrop is a new way of promotion that native AirDrop (Before Atlas) ◆ Human curated ◆ Spreaded ◆ Low ROI to Blockchain, however, current solutions all rely on … address List AirDrop $ Tx Addr Internet for spreading the Got word and does not have good Addr targeting hence are costly and AirDrop Advertiser Contract inefficient. AirDrop $ Tx Addr Address List With Atlas Smartdrop, one can Addr rely on ATU for selecting Addr targeted audience on-chain Smartdrop (Using Atlas) ◆ Algorithm driven ◆ Targeted ◆ High ROI base on their need and AirDrop $ Tx Addr proactively reach out to on- TIE Smart chain addresses with Input Atlas Service Addr AirDrop AirDrop $ Tx information, engagement - Budget ATR Contract - TIE Config TIE Smart intent as well as token Advertiser Address List Addr rewards, hence making the whole process highly efficient, yields great UOI. 6
Use Cases: Atlas SmartVoting As a third-party technology platform, Atlas Protocol product establishes mutual trust among exchanges, projects and users. Users participate in on-chain voting and get rewards. Every vote is recorded on blockchain. On-chain data analysis makes it possible to analyze user behaviors and obtain accurate marketing information while straying away from user offline data in order to protect privacy. 7
Team Previously Head of Nebulas Labs. Former Senior Software Engineer at Former Senior Software Engineer at Google NYC. Worked on speech Google HQ, leading multiple machine recognition/biasing, assistant query learning application projects in Google understanding and knowledge graph in Play and Cloud Firebase. Former Senior Google Play. Former Director of Duran Liu Cheng Li Software Engineer at FreeWheel, Engineering at FreeWheel NYC with 7+ Co-founder, Growth initiating the first-generation mobile Co-founder, Engineering years of experiences in building video advertising product. Former advertising system for the Internet, software engineer in IBM China running engineering teams in both Development Lab. Got Master’s degree Beijing and New York. Graduated from from Huazhong University of Science Peking University with Master’s degree and Technology. in Computer Science, with focus on information security. 8
Hitters Xu Dr. Vilhelm Sjöberg Founder of Nebulas. Founder of AntShares (NEO), a blockchain Co-Founder of CertiK. Vilhelm Sjöberg is an associate research pioneer in China, former Director of Ant Financial's Blockchain scientist at Yale University. He received his Ph.D. in Computer Platform (Alibaba’s financial arm) and part of Google's Search & Science from the University of Pennsylvania in 2015. He is an Anti-Fraud team. Since 2013, Hitters has founded BitsClub (the very expert in software verification, programming languages, and type first Blockchain/Bitcoin community in China), ICO365 (one of the systems. His thesis research focused on making dependent type largest ICO platforms) and FBG Capital (one of the earliest Crypto systems more attractive for general purpose programming funds). Got Bachelor’s degree in Computer Science from Tongji languages by making it optional to prove that functions terminate, University. and by incorporating automatic theorem proving via congruence closure. Currently he is interested in language support for layered verified systems like CertiKOS. Dr. Sjöberg is winner of 2016 ACM Jeremy Zhou SIGPLAN John C. Reynolds Doctoral Dissertation Award. Co-Founder of Jide Technology. Joined Google in 2000 as the 103rd employee. Jeremy was responsible for the development of Pingzhong Tang 60% of the first generation of Google advertising code, wrote Advisors Google's first line of Java code, and participated in the development of Stubby, Google Talk and other Google products. Early investor of Assistant Professor at IIIS, Tsinghua University, completed PhD in CS Hong Kong University of Science and Technology in 2010 and Lightinthebox (NYSE: LITB). Bachelor from Hong Kong University of then did his post-doc research on AI, economics and computation Science and Technology, Master from Stanford University. and game theory at Carnegie Mellon University. Research focusing on the interdisciplinary topics between AI and Game Theory, as well as its applications in e-Commerce, blockchain and internet Ellen Wang advertising. Had multiple collaborations with industry and Founder & CEO of Linked-Media. Co-Founder of Soci-Link, group publications recognized by academic awards. shareholder of Xiamen Providers Online Technology Co. Ltd (NEEQ 831916). Special Invited Expert of Tsinghua Crossover Innovation Research Center (TCIRC). Executive Secretary General of CCPS Media Lab. Over 12 years of experiences in digital media management and operations in Google & Microsoft. Graduated from Yale School of Management and Nanjing University. 9
Tokens Nebulas Labs Atlas Protocol token symbol is The total number of ATP token 10% ATP. It is distributed on remains constant at 10 Institutions Nebulas public blockchain billions. Token allocation 30% Team platform following the NRC20 distributions and release 20% ATP Token standard. ATP token is used to schedules are: Total build technical infrastructure 10 billions supply and boost ecosystem Community development for the new on- 10% Institution Settlementғ$0.01/Token chain interactive advertising. It Ecosystem Institution RoundғOct 2018 30% can be utilized for but not limited to these scenarios: ● 30% - Institution: 3,000,000,000 tokens, 30% of total supply. 2 years vesting schedule. 1,500,000,000 tokens minted. 1,320,434,297 tokens locked (as June 2019). ● 20% - Team: 2,000,000,000 tokens, 20% of total supply. 4 years vesting schedule. None minted. ● 30% - Ecosystem: 3,000,000,000 tokens, 30% of total supply. 1,000,000,000 tokens minted, for ecosystem business development and advertising system utility purposes. ● Ad transaction payments ● 10% - Community: 1,000,000,000 tokens, 10% of total supply. 500,000,000 tokens minted, for ● Publisher incentives community smartdrop, promotions, and bounty program. ● User data contribution rewards ● 10% - Nebulas Labs: 1,000,000,000 tokens, 10% of total supply. 1,000,000,000 tokens minted, for incubation of the project. 10
Institutional Supporters '*5283 UniValues Associates 11
Clients & Partners Trinity 12
Roadmap ● Q2 2018, Core Team Founded ● June 2018, Product v1 Proof of Concept ● Q3 2018, Product v1 Beta ● Q4 2018, Product v1 Launch ● Q1 2019, Product v2 Launch ● Q2 2019 and beyond, Product v3 and ecosystem Q2 2018 Q3 2018 Q1 2019 Core Team Founded Product v1 Beta Product v2 Launch June 2018 Q4 2018 Q2 2019 and beyond Product v1 Proof of Concept Product v1 Launch Product v3 and ecosystem 13
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